Beauty
Text by Sadaf Shaikh
Welcome to the age of the micro beauty influencer. A far cry from their wildly popular counterparts with legions of followers hanging on their every word, this new crop of influencers has cultivated a smaller, closely knit circle of discerning loyalists who are wary of the dazzling charms of the billion-dollar beauty industry. These individuals, who have been impressively persistent in their quest to take dodgy brands to task, have ushered in a new era of “influencing” wherein they have frank, open conversations with their followers about the pros and cons of celebrated products and decline paid partnerships with brands so that they can provide unbiased reviews. Some of them have even started turning down attractive PR kits in a bid to minimise packaging waste and to avoid situations where they have to ingratiate themselves with…
