Jason Koerner/Getty Images; Rodin Eckenroth/FilmMagic; Chelsea Jia Feng/BI
- Jeffree Star, Tati Westbrook, and other influencers once ruled the beauty side of YouTube.
- Now, they're taking over TikTok with lengthy livestreams focused on selling products.
- Some fans find these virtual events cringey, but streaming can largely benefit creators and brands.
A livestream hosted by Jeffree Star filled my iPhone screen during a late-night TikTok doomscroll in June.
Wearing a baby-blue Western blouse with fringe detailing and a wig of the same shade, Star stood behind a pink desk with beauty influencer Paul Dao. Together, they promoted lip gloss and other products from Jeffree Star Cosmetics.
It had been a long time since I'd watched Star's content, which usually highlights his lavish lifestyle and harsh but honest makeup opinions. He's also known for getting involved in internet scandals. As memories of "dramageddon" in 2018 flashed through my mind, I shuddered and scrolled away.
But 10 minutes later, TikTok showed me yet another livestream: this one from OG beauty YouTuber Tati Westbrook, who attempted to sell me a hair curler — a far cry from the cult-favorite eyeshadow palette she created in 2019 — through the small screen.
I shouldn't have been surprised to see either peddling products. Influencers have always been, at least to some extent, glorified salespeople. Still, I couldn't help but cringe. Their voices sounded different, like anxious sales reps trying to get my attention. There was a blatant urge to sell, sell, sell.
Some millennial-aged viewers shared similar, and often harsher, thoughts.
"I'm sad. I used to be able to trust all of your reviews because you were doing it for the love of the game. Not commission.
