These brands think we’re stupid… the TRICK they’re using to make us BUY MORE

I work at Sephora- the amount of questions I get about skin tints and tinted moisturisers and people these days don't think they need a foundation, or don't want a "thick foundation" but want a medium coverage skin tint,. like gurl the only difference is the name. they want the it cosmetics cc cream because its labelled cc cream but it's literally a full coverage thick foundation. the marketing is WORKING!!!

This healthy cynicism/wariness of marketing and industry tricks is the one of the reasons this channel is one of the few beauty channels I love

Master Esthetician and former Sephora employee: I call skin tints what they are. Extremely sheer coverage foundations. They are still base products with pigment.

I am a grown-up girl in my 50s! 😮 We didn’t have setting spray in the 80s .. however, we were our own beauty creators 😂. I would do a full face of make up to go to the clubs and used AQUA NET HAIRSPRAY ! 😮 worked beautifully, and that make up did not move through a night of drinking, dancing, sweating… did not move. We put a little bit of our Maybelline foundation into our PONDS cold cream/moisturizer mix between our fingers and rub it into our skin as a “tinted moisturizer”. In the 80s, there was no such thing on the market as a tinted moisturizer so we made our own 🤷‍♀️. We also added a dot of foundation into our sunscreen to make a tinted sunscreen for the beach . We used a bullet lipstick as a “cream blush “. Vaseline was our lip gloss and our nightly under eye cream. Bottom line we just did not have all of these individual products so we just experimented🤷‍♀️.

Natasha Denona selling the “glow beautifer” instead of calling it a highlighter to market it as a multi-purpose glowy face powder is why I have trust issues with the brand. Just call it a highlighter that can used on the face & body 😓

Two words that get people to buy: "Clean" and "Natural." There is no official or clinical definition of either term. You can shove it on any product you want. For skin tints, etc, I blend foundation with moisturiser.

I genuinely don't mind that they call thin foundations "skin tint" because it kind of denotes the type of coverage it will give. Although I suppose they could just call it a light coverage foundation.... I would also like to say, I used to try and sheer out foundation with cream, but the consistency was not good & it oxidised it. So, I like being able to buy the product already mixed. Just the one though. not one of everything!

i feel like it's more about the products themselves and less about the look you can make from them. that's also why a lot of products go viral cause of their packaging. it's more about the novelty of owning a cool product, so you wouldn't want to just mix your old products to get the same look.

I do not like the new tinted sunscreens because people are going to apply them in too small of an amount—like it’s a foundation product—not in the the quantity needed to get the SPF. And if they do apply in the proper quantity for an SPF, they’ll go thru the product super fast since it’s in a small bottle, making it a very expensive sunscreen. 🤐

Kelly, I love the idea you mentioned at the beginning of the video...MUAs have their own kits. We, as consumers, have our own kits, too, so to speak--or we should. We should have a kit, or collection, that serves our specific needs (skin type/tone, eye color, etc.) without necessarily buying everything...just because it's the newest trend. One of my favorite things to challenge myself with is to see how I might recreate a new trend with what I already have--assuming I like the trend and it's right for me, of course, LOL! Most of the time, I find that I can do it with products I own already that I know work for me. Then, I can save the money and focus on learning the new technique associated with the trend which is actually the more fun and creative part, IMHO. Great topic, Kelly! 💜

I’ve been wearing makeup since the 90s. Glossier’s skintint was def something new back then and is def not a tinted moisturizer. But yeah, all those products are what the old people call “base”

17:05 THIS!!!! this is exactly why I HATE shimmery blushes. it's a lot easier to add shimmer than it is to mattify. Same thing with lip products. You can add gloss to a matte lip, but it's a lot harder to mattify a shiny lip product.

It’s like they’re using the dictionary and fusion to create new words. But it is all a marketing gimmick to make us think it’s “something new”

Heugh, you're right on the money about the whole highlight turn-off. I feel this way about blushes and lip products, too, being advertised as everything except what it actually is. I gravitate toward traditional bullet lipsticks and glosses mainly 'cause they're very blunt about what they are. A bullet lipstick, likely a creamy consistency, or a matte one might feel a little powdery. A gloss, cushy and shiny, and can vary in pigmentation. I get that brands always have to try to stand out among the rest, but tell me why products like "lip luminizers" or "cheek glows" were necessary. They're still a lip gloss, and they're still a blush mixed with a highlighter.

Yes thank you, finally someone brings up how brands are just inventing confusing names for things because the market is so saturated that they can just release another lip gloss or sheer foundation. Like, Milk Makeup released the sunshine skin tint back in, what, 2015? They called it a sheer liquid foundation, because that’s literally what skin tints are.

I’m old enough to remember when foundations, etc were referred to as “base”. You also didn’t need primer and setting products. I love my makeup but we are definitely over consumers here in the states. Buying makeup and skin care products is my addiction…from the dollar tree to more luxury brands.

Low-key i like the name low-lighter, it feels on the nose for a soft highlight

I love the videos you’ve been making recently! So many people on the platform push products to no end, it’s refreshing to be encouraged to think critically!

I relate so much to the highlighter rebranding, the rare beauty « shimmery » blush are just a poor rebranding of their highlighters. It’s just a pink highlighter and the reviews were just off too. Turned me off.

I completely agree about the liquid bronzer vs bronzing drops! I use the Physicians Formula liquid bronzer as bronzing drops for my foundation and it works fantastic!