Brad Pitt has launched Le Domaine, a range of skincare products with anti-ageing properties. But while celebrities’ perceived trustworthiness has previously had a positive effect on brand credibility, increased scrutiny from consumers is prompting a backlash against star-backed lines.

Content creators are taking to social media with anti-recommendations for their audiences in response to the way TikTok prompts constant consumption. Starting primarily with beauty products, this new trend reflects people looking to spend more carefully during times of economic crisis.

Once seen as reliable arbiters of taste, a study has found that distrust of influencers is on the rise. Turning to peers for recommendations, people are seeking truthful product reviews and are more likely to trust the voices of real consumers rather than paid talking heads.

People are turning away from the influence of celebrities and growing a conscious distaste for the lack of authenticity within the associated culture. Researchers see a chasm forming between people and celebrities as the lives of the famous serve to highlight the insecurity of daily life.