April 10, 2023 • 19 mins
Bethenny pulls the mask off Mascara Gate and exposes how it created the influencer movement. What did it do to the business of it all and how is it ultimately affecting you?
Plus, what does all of this have to do with Justin Bieber?!
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Episode Transcript
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Speaker 1 (00:11):
So I am launching a new show under just B.
So there's just B and there'll just be rants and
then now there is going to be just Be Unfluenced. Okay,
so the name of the show is just Be Unfluenced.
Why so about a year ago over a year ago, now,
I started just fucking around with makeup and talking about
(00:35):
what's garbage. And it was funny because when I first
did it, when I first said something negative about a
tom Ford product or a do Your product, I cringed it.
Or Shanta Kai product, I cringed a little bit inside,
as if like these brands were humans, and that like
I said something bad about Meg Ryan and she was
(00:55):
going to come to my house, you know, And I
know tom Ford is a human. And so that's one
of the challenges, by the way I think about this,
if you ever start a brand, one of the challenges
of having a brand with your own name is that
anything negative about that brand is your own name. So
anything positive is your own name, but you have no
distance from yourself and the brand. And that's why skinny
(01:17):
Girl was Skinny Girl and not called Bethany or something.
And I kind of have a little bit of a
Bethany brand, but not really because it's scary to be
so attached. So in the beginning, when I was saying
negative things about certain products drug store and expensive alike,
I would kind of cringe, lie as if, like as
if like tom Ford knows who I am or has
(01:38):
ever like done or given me anything. Like I've woren
tom for ad dresses and they've showed up in the media.
I wore tom Ford all over house so I was
but like tom Ford couldn't give a shit about me.
I'm not at the level to be, you know, dressed
by him or sent a lip gloss or anything. So
you get scared to say something about dir liked yours
(01:59):
that said me Lady Dior bags or you know giving
me campaigns, So like why am I afraid? That's another
whole conversation why people? And I see it all the time.
I see housewives do this all the time. They're kissing
me asses of these brands. It couldn't give two fucks
about them, like tagging Balmain, tagging all this shit. Like,
to be perfectly honest, I sold out air Mes lip
oil and that brand does like me. They're not sending
(02:22):
me free air Mes Birkins. But you know I can
get myself an airmes bag if I want, and that
is like allowing someone to buy a stock, because they
do in many cases go up in value. But still
none of these brands are like giving me anything. I
don't you know, they're not paying my rent. As I
like to say, so, I it's funny that you would
be scared to say something negative about these brands because
(02:44):
you're just like a little nervous, just like the way
that housewives kiss brands asses, tagging them and wearing the
letters everywhere as if it's going to endear them to them,
and in fact, it probably turns them off. So when
I would cringe when I was saying this stuff, because
I was watching all these influencers on social media, primarily
(03:04):
on TikTok kiss the asses of these brands, and you
know they're being paid, and they're being paid in many
different types of ways. It's not just straightforward high here's
money to do this commercial to talk about it. It's
high you talked about it, we want to pay you
to talk about it more. It's this is a sponsored post.
It's can we pay you to review products? So like
(03:25):
we're paying you to on a video review products so
now you kind of are gonna just of course say
they're all amazing because you're being paid to review them.
No one's going to be paid to review a product
and say shitty things. So I found that there was
a lot of shadiness. Now I was just saying things
I like drugstore things that are amazing, and at the
(03:46):
level became a whole thing. It's so funny, like all
my isms became a thing. I like a Picasso, which
came from a TikTok sound okay, I like it. Okay,
I like a Picasso, or girl, don't do it, it's
not worth it, or you know, at the level, but
a lot of what people were attracted to was me
having the balls to say this is shit. So it
(04:07):
became something that was like a thing. Now I'm not
the first person to ever say products were ship. There's
a guy named Jeffrey Starr, Like, I don't know anything.
I've just seen him on social media and I tried
one of his lip classes, which was good. But he's
very irreverent and he'll say like, Kylie's shit and I
haven't thrown off this, thrown off this gifting list, and
like he'll fully talk about it but it's courageous, and
(04:29):
when you see him do it, it's courageous. So when
you see me do it, it's courageous. And of course
there have been people that said they didn't like things,
but you kind of see these influencers say they don't
like something the way that someone throws condoms in with
like bubble gum and shampoo and a bunch of other shit,
like they're just mixing it in. So you'll see these
influencers like ooh and ah and then say something sort
of shady about a product, but you could tell that
(04:51):
they're in bed with that brand and they want to
kind of mix it in. So I'm fully savvy to
all of this. And here's the thing. Most of these
influencers are in their tw and thirties, and there are
some that you know, cater to mature skin. And I
hate that sort of label because, yes, limb of mature
skin is different, but covering my under eyes is really
(05:12):
not that much different than a thirty five year old.
To be honest, when I was thirty five, I had
black circles too. So I'm just talking about the major
popular influencers. They're in their twenties and thirties and they're
not that savvy. So some of them are savvy, but
like they're young kids and they're not. They maybe makeup
savvy and like grab the bag savvy, but they're not
overall business savvy. So I'm watching, you know, a lot
(05:35):
of the way they're doing it, and it's not that
easy to do. It's funny because there was an influencer
called Michaela who has like fourteen fifteen million followers. She
was the first influencer I really knew about it. I
couldn't believe she had so many followers. And these people
are famous gods in this beauty community. Like my own friends.
And I call five of my own friends, they're not
going to know who MICHAELA or Meredith Ducksberry is, but
(05:58):
the people in that vortex that I walked into do know.
So MICHAELA is famous in the beauty community. Now. She
used to have seemingly in videos no Massachusetts accent, and
now she has a very strong like so people go
on and troll her about her accent. Paul's from Boston,
(06:19):
and he said it doesn't sound like a common Boston accent,
but maybe there are parts of it, And there are
parts of Massachusetts, where people have very strong accents, and
he said something interesting. He said, you could change an
accent once, meaning you can have one and then go
to not have one, but you can't then go back.
(06:40):
You can't flip it back. So it sounds like maybe
she grew up with one, she changed it during college,
and as she went back to it. So whatever that
means to you, I'm not I don't know enough, and
I don't know that much about her. I had her
on the podcast. She seemed a little guarded, like she
was definitely guarded, and then I later realized that she
gets trolled a lot, like for using felters and people.
(07:02):
You know, success breeds contempt, so a lot of people
come after her. And I had her on and you
could tell she was a little guarded because I said,
do you feel that you share too much? Like she's
weeping and crying and talking about her body and her weight,
and people are like, we love you. And I thought
to myself that worm could turn, you know, like, these
aren't your people. Aren't your family just because you connect
(07:22):
with an audience that makes sense, but they're not your
actual family. Like people on social media, if you filter
your face and you're talking about makeup and they find
out it's a lie, they will fucking hate you. They'll
get you know. They go TikTok more than any place
I've ever seen. It's a real roller coaster of emotions,
Like it's like we love you, we hate you, we
love you. So Michaela did an ad for Lorielle was
(07:47):
a partner for this telescopic miscarra and I very early
on after she did the video, just heard one person
say something, so I reviewed the Mscara had no idea
this was going to become a fucking scandal, and from
those who don't know, none of my friends would know.
You fucking crazy person. Why are you talking about a
scaregate if you're on TikTok, which is not the same
as being on Instagram, Like TikTok is its own planet.
(08:11):
It's a world, and then you go into different like
neighborhoods in that planet, societies, and beauty is a society.
So a year ago I walked into this society, this
fucking world that like, yes, people have seen me on Instagram.
Reshare some of these videos to people know I'm over there,
and they think the video content is great and they're
enjoying it. And I'm talking about makeup. That's that's Instagram,
(08:34):
which is like it's like a planet you understand, Like
you may not like it whatever, but it's a planet
you understand. TikTok is like being inside of a cult,
Like it's like a different world. It's just like it's insane.
People could like organize buttons and have ten million followers
for their button collection, like it's fucking whack. So anyway,
I walked into this beauty space and Griffin Johnson, an
influencer who I know, who's young and like a good
(08:57):
looking kid who has over ten million followers on TikTok.
I happened to meet him through another business, like over
a year ago, and when I told him about what
I was doing, and I was just fucking around. I
was like, wait, why are there seven million views on
a video of mine? Why did this get fourteen million views?
He was like, you walked into a very interesting and
respected space and beauty is crazy, Like the people are
(09:20):
very loyal and I have found that beauty like the
businesses are very have integrity and are loyal and they're
very reliable and they're not shady and like apparel I've
walked into sometimes and like it's not the same, foods
not the same, Like it's a world foods, a world
on TikTok, clothing and apparel is a world. Fashions a world,
rich people on boxing, aramez bags, that's a world that
(09:41):
they're a world. Beauty's a world. And I walked into
that world and I became a part of that world.
So in that world, I saw him a scare video.
I did a video on it, and I saw it
started picking up. My video went viral. But like people
were talking about Mscara and that that McKay la did
a post for Loreale and all of a sudden you
(10:05):
saw that her eyelashes looked great after she put them
a scare on. So these fucking people, these surgeons that
are crazy, like these like they call it citizen journalists, right,
they went in and they'll go in so quick and
say like that she added whispies. So people are always
on her for like filtering, which seems to be fine.
(10:25):
She filters and a lot of people hate it, but
a lot of people accept it. And she filters for
these ads too, But I don't know why they're not
mad at that. Then she puts on a guess ardel
whispies like the end, the little eyelashes, Like, I don't
even know what the fuck whispies are. I wouldn't know
she was wearing them. I'm like, no, I didn't know anyone.
I didn't know everybody had filters on in the beauty space,
(10:45):
no fucking idea. So she evidently was in an ad,
a sponsored post, and apparently there was a shady way
the way she said it was paid, like it's in
the corner and there are different ways because this is
not that regulated. This is not like open up Vogue magazine,
and what does the actual ad say or on the television,
you know what's been approved. FCC like approves commercials, and
(11:06):
you can't just go on there and say anything. This
is the wild, wild West. So MICHAELA has the word
somewhere weird and evidently someone noticed that she had whispies on.
So she's advertising MISCAA to this very real world audience
that doesn't really know it's totally an advertisement, and she's
got fake eyelashes on. People went fucking bananas. I know
(11:27):
the pr for the brand. I just was like, this
is crazy, this is crazy, and I was thinking, holy shit,
and like Lorelle, we couldn't you couldn't decide if they
were gonna be happy or mad or you know, as
bad as good. The view the video got like over
fifty something million posts, and everyone's running out to buy
(11:47):
them as scara. I happen to have them ascara because
I don't know why. I just happened to have it.
You know, I wouldn't. I'm not running out. Maybe I
would have run out, but I happen to have it,
so I was just using them a scam. It gets
a good mascara, Like everybody's at like this. Some miscara
is gonna change your life, Like you don't need a therapist,
go to mascara, like get your fucking life's together. People
like it's a miscara. There's only like a range of
(12:10):
like shit and good, like not gonna be like, oh
my fucking god, I feel like my lashes put on,
like getting your fucking life together. But anyway, it was
amazing to watch this. People were running out, so they
were mad at her, but they were putting money and
mad at Loriale, but they were putting money in Loreale's pockets.
TikTok is the land of talking about hating someone and
(12:32):
making them more famous, Like it's unbelievable, Like I can't
believe this pink, fucking pink sauce whatever it was, it
was some pink sauce. Everyone was buying it, so it's like,
what are you guys doing. So they're running to the
drug store to put on this miscara and some people
thought it was clumpy, and some people thought it was whatever.
I thought it was a good mascaret's fucking miscaa. So
(13:03):
people were going nuts, and for like four days, it
was the only thing you could see on your page.
And I'm gonna get to this another time. We're gonna
talk about Tart and their Dubai trip because that was
another time. For four days, if you were in this vortex,
this planet, beauty of talk, you were only seeing this
Tart influencer trip to Dubai. Like you think your mind's
playing tricks on you if you're not someone who's always
watching TV and you're fucking around on your phone. We
(13:25):
were seeing mscaragate videos for days, and those of you
who know no and the girls that get it get it,
and otherwise you could google it. It was fucking crazy,
and you know, Loreal had to be happy because it
was selling muscara hand over foot and forever. The Loreale
telescopic black Muscara, which happens to be great, was fucking
Muscara gate. Okay, so now it's a phenomenon. Trust me,
(13:46):
go to the drug store. Now. Things used to not
be sold out. You go to the drug store. Anything discussed,
anything I discussed sold out. I walk into Alta, I
walk into see I am the Justin Bieber of CVS.
I walk into CVS. Mom's stopping me, Oh my god,
I'm here because of you. They have my list, you know.
I walk at the Sephora. The people that worked there
know me, like, but I'm I'm not that famous at
(14:08):
Sapphora because that's more elite. I am the Justin Bieber
of CDs. So so things are fucking sold out because
of things like this. TikTok is crazy and it changed
the beauty industry. It is a beauty industry revolution. I
now know brands I never even heard of that. I'm
intimately connected to Essence Milani revolution. I didn't know any
of these were I didn't know anything. I had fucking
(14:30):
Lob Prairie Foundation from five years ago still in my
drawer like perfume from set. Like I didn't understand the
shit expired. I still have this like two face that
looks like little puffy like cute little stuffed animal creatures
on the cover of the box because I coveted it.
Why it's okay, Bethany, you could spend four year I
was on a new eyeshadow. I just didn't know. Now
(14:51):
I have acres. I could fill one of those like dumpsters,
and I'm constantly getting rid of it. Okay, So Msscarrogate
led to the deinfluencing movement. So what that meant was
people now, because here's the thing, everyone's a fucking sheep.
So yes, some people were saying on YouTube, and Jeffrey
(15:15):
Starr has said he doesn't like things. But I've been
on Beauty Talk and I know no one was fucking
saying they didn't like anything. Jeffrey Star was. Apparently there
were some people on YouTube and I was, so yes,
I'm bragging about being one of the first. Well Street
Journal did an article about me being one of the first.
I was definitely one of the first. Okay, Like that's
a fact, So we can argue about that another day.
It doesn't matter but I didn't know it had a name,
(15:38):
but people created a name. So not every young girl
with a lot of followers because of mscaragate to seem
authentic to their audience. That's why that's the key here.
MICHAELA has fake eyelashes on in a post, So everybody
was not trusting anybody who was an influencer. So everybody
(16:00):
was coming for influencers not believing anything they were saying,
is this a sponsor posted? You being paid? Mascaragate changed
the way that brands will engage influencers to not only
sell their products, but what is disclosed? Can you wear eyelashes?
You can in magazines, but you have to disclose it.
It's like written on the bottom. You know, lashes may
(16:21):
have been enhanced, like because TikTok is the wild Wild West.
Nothing had been really disclosed. And I guarantee you will
have somebody on from a brand here. We'll have those
kind of people on here. And I guarantee you that
brands have changed the way they do business. The entertainment
industry changed something called the Bethany clause where people that
go on reality television have to give the network a
(16:43):
percentage and they sign the Bethany clause, So I guarantee
you that there's like a mascara gate change, meaning things
have to be disclosed. How do you write sponsored, how
do you write partnered? What's the right language? So while
Laurial did great and people bought the fucking mascara and
Michaela did great because people engage, and she got paid.
And if she had what I heard was a virality
(17:05):
clause somebody once mentioned like where that went viral? Bet
kicked in, then she probably made it a lot more money.
And you know, she's laughing her way to the bank,
but having to fend off haters, which there are a lot,
but it's okay. She's very viral, and I think by
now she could take it. And I texted her to say,
if you want me to help, you, want me to
manage you. Because she's a young girl. I think she's
gotten business savvy and she's beauty savvy. But you know,
(17:29):
you have to have had years and years of institutional
knowledge of how to deal with these kind of things.
But people weren't trusting their influencers. So everybody was coming
after everybody's saying can I trust you? And as it
sponsored and as it paid, and how do I know?
You know they didn't trust. So that's why everybody started
doing de influencing. Three things I don't like full face
(17:50):
to makeup, I hate, like michaela full face to makeup,
I hate. These are brands I fucking hate. This is
stuff that was not happening for the last year that
I've been in this vortex. Now it's how happening because
everybody goes with the bandwagon on TikTok from from a
sound to a dance to a trend, to a mascara
to a hating everybody flips into the pendulum swings and
(18:11):
everybody goes to a trend. So de influencing is now
a trend. I hate gimmicks and like words. So I
decided who better than me, who was fucking saying I
couldn't stand certain tom Ford, Charlotte Tilbury and d or
products a year ago when it wasn't cool, when the
cool kids weren't doing it. Why shouldn't I have a
podcast called Just Be Unfluenced so I can talk to
(18:36):
you honestly about how crazy shit gets and what really
sucks and what is good and kind of trends in
this space. So that's why just be unfluenced is here
and it's gonna fucking blow the doors off. And we'll
have creators on, and we'll have influencers on, and we'll
have makeup artist on, and we'll have beauty industry people on.
(18:58):
And this will be very, very niche like talk, but
it will speak to many of you in the mainstream
because we're gonna be talking about makeup and it's just
a very it's a cool place, and it's a cool
conversation and it's a multi billion dollar industry. They make
so much fucking money off of you guys. And like
the tiniest little bit of eyeshadow, we will be in
(19:20):
this gorgeous packaging and be fifty dollars and you run
to buy it at Sephora and I've been there and
it's the fucking hunger Games at Sephora. And we will
talk about the Dollars store and CBS and Walgreens and
Alta and makeup on sale and TJ Max and department
stores and Old Lady brands and TikTok famous brands, and
we will go through all of it. This is just
(19:43):
be influenced
So I am launching a new show under just B.
So there's just B and there'll just be rants and
then now there is going to be just Be Unfluenced. Okay,
so the name of the show is just Be Unfluenced.
Why so about a year ago over a year ago, now,
I started just fucking around with makeup and talking about
(00:35):
what's garbage. And it was funny because when I first
did it, when I first said something negative about a
tom Ford product or a do Your product, I cringed it.
Or Shanta Kai product, I cringed a little bit inside,
as if like these brands were humans, and that like
I said something bad about Meg Ryan and she was
(00:55):
going to come to my house, you know, And I
know tom Ford is a human. And so that's one
of the challenges, by the way I think about this,
if you ever start a brand, one of the challenges
of having a brand with your own name is that
anything negative about that brand is your own name. So
anything positive is your own name, but you have no
distance from yourself and the brand. And that's why skinny
(01:17):
Girl was Skinny Girl and not called Bethany or something.
And I kind of have a little bit of a
Bethany brand, but not really because it's scary to be
so attached. So in the beginning, when I was saying
negative things about certain products drug store and expensive alike,
I would kind of cringe, lie as if, like as
if like tom Ford knows who I am or has
(01:38):
ever like done or given me anything. Like I've woren
tom for ad dresses and they've showed up in the media.
I wore tom Ford all over house so I was
but like tom Ford couldn't give a shit about me.
I'm not at the level to be, you know, dressed
by him or sent a lip gloss or anything. So
you get scared to say something about dir liked yours
(01:59):
that said me Lady Dior bags or you know giving
me campaigns, So like why am I afraid? That's another
whole conversation why people? And I see it all the time.
I see housewives do this all the time. They're kissing
me asses of these brands. It couldn't give two fucks
about them, like tagging Balmain, tagging all this shit. Like,
to be perfectly honest, I sold out air Mes lip
oil and that brand does like me. They're not sending
(02:22):
me free air Mes Birkins. But you know I can
get myself an airmes bag if I want, and that
is like allowing someone to buy a stock, because they
do in many cases go up in value. But still
none of these brands are like giving me anything. I
don't you know, they're not paying my rent. As I
like to say, so, I it's funny that you would
be scared to say something negative about these brands because
(02:44):
you're just like a little nervous, just like the way
that housewives kiss brands asses, tagging them and wearing the
letters everywhere as if it's going to endear them to them,
and in fact, it probably turns them off. So when
I would cringe when I was saying this stuff, because
I was watching all these influencers on social media, primarily
(03:04):
on TikTok kiss the asses of these brands, and you
know they're being paid, and they're being paid in many
different types of ways. It's not just straightforward high here's
money to do this commercial to talk about it. It's
high you talked about it, we want to pay you
to talk about it more. It's this is a sponsored post.
It's can we pay you to review products? So like
(03:25):
we're paying you to on a video review products so
now you kind of are gonna just of course say
they're all amazing because you're being paid to review them.
No one's going to be paid to review a product
and say shitty things. So I found that there was
a lot of shadiness. Now I was just saying things
I like drugstore things that are amazing, and at the
(03:46):
level became a whole thing. It's so funny, like all
my isms became a thing. I like a Picasso, which
came from a TikTok sound okay, I like it. Okay,
I like a Picasso, or girl, don't do it, it's
not worth it, or you know, at the level, but
a lot of what people were attracted to was me
having the balls to say this is shit. So it
(04:07):
became something that was like a thing. Now I'm not
the first person to ever say products were ship. There's
a guy named Jeffrey Starr, Like, I don't know anything.
I've just seen him on social media and I tried
one of his lip classes, which was good. But he's
very irreverent and he'll say like, Kylie's shit and I
haven't thrown off this, thrown off this gifting list, and
like he'll fully talk about it but it's courageous, and
(04:29):
when you see him do it, it's courageous. So when
you see me do it, it's courageous. And of course
there have been people that said they didn't like things,
but you kind of see these influencers say they don't
like something the way that someone throws condoms in with
like bubble gum and shampoo and a bunch of other shit,
like they're just mixing it in. So you'll see these
influencers like ooh and ah and then say something sort
of shady about a product, but you could tell that
(04:51):
they're in bed with that brand and they want to
kind of mix it in. So I'm fully savvy to
all of this. And here's the thing. Most of these
influencers are in their tw and thirties, and there are
some that you know, cater to mature skin. And I
hate that sort of label because, yes, limb of mature
skin is different, but covering my under eyes is really
(05:12):
not that much different than a thirty five year old.
To be honest, when I was thirty five, I had
black circles too. So I'm just talking about the major
popular influencers. They're in their twenties and thirties and they're
not that savvy. So some of them are savvy, but
like they're young kids and they're not. They maybe makeup
savvy and like grab the bag savvy, but they're not
overall business savvy. So I'm watching, you know, a lot
(05:35):
of the way they're doing it, and it's not that
easy to do. It's funny because there was an influencer
called Michaela who has like fourteen fifteen million followers. She
was the first influencer I really knew about it. I
couldn't believe she had so many followers. And these people
are famous gods in this beauty community. Like my own friends.
And I call five of my own friends, they're not
going to know who MICHAELA or Meredith Ducksberry is, but
(05:58):
the people in that vortex that I walked into do know.
So MICHAELA is famous in the beauty community. Now. She
used to have seemingly in videos no Massachusetts accent, and
now she has a very strong like so people go
on and troll her about her accent. Paul's from Boston,
(06:19):
and he said it doesn't sound like a common Boston accent,
but maybe there are parts of it, And there are
parts of Massachusetts, where people have very strong accents, and
he said something interesting. He said, you could change an
accent once, meaning you can have one and then go
to not have one, but you can't then go back.
(06:40):
You can't flip it back. So it sounds like maybe
she grew up with one, she changed it during college,
and as she went back to it. So whatever that
means to you, I'm not I don't know enough, and
I don't know that much about her. I had her
on the podcast. She seemed a little guarded, like she
was definitely guarded, and then I later realized that she
gets trolled a lot, like for using felters and people.
(07:02):
You know, success breeds contempt, so a lot of people
come after her. And I had her on and you
could tell she was a little guarded because I said,
do you feel that you share too much? Like she's
weeping and crying and talking about her body and her weight,
and people are like, we love you. And I thought
to myself that worm could turn, you know, like, these
aren't your people. Aren't your family just because you connect
(07:22):
with an audience that makes sense, but they're not your
actual family. Like people on social media, if you filter
your face and you're talking about makeup and they find
out it's a lie, they will fucking hate you. They'll
get you know. They go TikTok more than any place
I've ever seen. It's a real roller coaster of emotions,
Like it's like we love you, we hate you, we
love you. So Michaela did an ad for Lorielle was
(07:47):
a partner for this telescopic miscarra and I very early
on after she did the video, just heard one person
say something, so I reviewed the Mscara had no idea
this was going to become a fucking scandal, and from
those who don't know, none of my friends would know.
You fucking crazy person. Why are you talking about a
scaregate if you're on TikTok, which is not the same
as being on Instagram, Like TikTok is its own planet.
(08:11):
It's a world, and then you go into different like
neighborhoods in that planet, societies, and beauty is a society.
So a year ago I walked into this society, this
fucking world that like, yes, people have seen me on Instagram.
Reshare some of these videos to people know I'm over there,
and they think the video content is great and they're
enjoying it. And I'm talking about makeup. That's that's Instagram,
(08:34):
which is like it's like a planet you understand, Like
you may not like it whatever, but it's a planet
you understand. TikTok is like being inside of a cult,
Like it's like a different world. It's just like it's insane.
People could like organize buttons and have ten million followers
for their button collection, like it's fucking whack. So anyway,
I walked into this beauty space and Griffin Johnson, an
influencer who I know, who's young and like a good
(08:57):
looking kid who has over ten million followers on TikTok.
I happened to meet him through another business, like over
a year ago, and when I told him about what
I was doing, and I was just fucking around. I
was like, wait, why are there seven million views on
a video of mine? Why did this get fourteen million views?
He was like, you walked into a very interesting and
respected space and beauty is crazy, Like the people are
(09:20):
very loyal and I have found that beauty like the
businesses are very have integrity and are loyal and they're
very reliable and they're not shady and like apparel I've
walked into sometimes and like it's not the same, foods
not the same, Like it's a world foods, a world
on TikTok, clothing and apparel is a world. Fashions a world,
rich people on boxing, aramez bags, that's a world that
(09:41):
they're a world. Beauty's a world. And I walked into
that world and I became a part of that world.
So in that world, I saw him a scare video.
I did a video on it, and I saw it
started picking up. My video went viral. But like people
were talking about Mscara and that that McKay la did
a post for Loreale and all of a sudden you
(10:05):
saw that her eyelashes looked great after she put them
a scare on. So these fucking people, these surgeons that
are crazy, like these like they call it citizen journalists, right,
they went in and they'll go in so quick and
say like that she added whispies. So people are always
on her for like filtering, which seems to be fine.
(10:25):
She filters and a lot of people hate it, but
a lot of people accept it. And she filters for
these ads too, But I don't know why they're not
mad at that. Then she puts on a guess ardel
whispies like the end, the little eyelashes, Like, I don't
even know what the fuck whispies are. I wouldn't know
she was wearing them. I'm like, no, I didn't know anyone.
I didn't know everybody had filters on in the beauty space,
(10:45):
no fucking idea. So she evidently was in an ad,
a sponsored post, and apparently there was a shady way
the way she said it was paid, like it's in
the corner and there are different ways because this is
not that regulated. This is not like open up Vogue magazine,
and what does the actual ad say or on the television,
you know what's been approved. FCC like approves commercials, and
(11:06):
you can't just go on there and say anything. This
is the wild, wild West. So MICHAELA has the word
somewhere weird and evidently someone noticed that she had whispies on.
So she's advertising MISCAA to this very real world audience
that doesn't really know it's totally an advertisement, and she's
got fake eyelashes on. People went fucking bananas. I know
(11:27):
the pr for the brand. I just was like, this
is crazy, this is crazy, and I was thinking, holy shit,
and like Lorelle, we couldn't you couldn't decide if they
were gonna be happy or mad or you know, as
bad as good. The view the video got like over
fifty something million posts, and everyone's running out to buy
(11:47):
them as scara. I happen to have them ascara because
I don't know why. I just happened to have it.
You know, I wouldn't. I'm not running out. Maybe I
would have run out, but I happen to have it,
so I was just using them a scam. It gets
a good mascara, Like everybody's at like this. Some miscara
is gonna change your life, Like you don't need a therapist,
go to mascara, like get your fucking life's together. People
like it's a miscara. There's only like a range of
(12:10):
like shit and good, like not gonna be like, oh
my fucking god, I feel like my lashes put on,
like getting your fucking life together. But anyway, it was
amazing to watch this. People were running out, so they
were mad at her, but they were putting money and
mad at Loriale, but they were putting money in Loreale's pockets.
TikTok is the land of talking about hating someone and
(12:32):
making them more famous, Like it's unbelievable, Like I can't
believe this pink, fucking pink sauce whatever it was, it
was some pink sauce. Everyone was buying it, so it's like,
what are you guys doing. So they're running to the
drug store to put on this miscara and some people
thought it was clumpy, and some people thought it was whatever.
I thought it was a good mascaret's fucking miscaa. So
(13:03):
people were going nuts, and for like four days, it
was the only thing you could see on your page.
And I'm gonna get to this another time. We're gonna
talk about Tart and their Dubai trip because that was
another time. For four days, if you were in this vortex,
this planet, beauty of talk, you were only seeing this
Tart influencer trip to Dubai. Like you think your mind's
playing tricks on you if you're not someone who's always
watching TV and you're fucking around on your phone. We
(13:25):
were seeing mscaragate videos for days, and those of you
who know no and the girls that get it get it,
and otherwise you could google it. It was fucking crazy,
and you know, Loreal had to be happy because it
was selling muscara hand over foot and forever. The Loreale
telescopic black Muscara, which happens to be great, was fucking
Muscara gate. Okay, so now it's a phenomenon. Trust me,
(13:46):
go to the drug store. Now. Things used to not
be sold out. You go to the drug store. Anything discussed,
anything I discussed sold out. I walk into Alta, I
walk into see I am the Justin Bieber of CVS.
I walk into CVS. Mom's stopping me, Oh my god,
I'm here because of you. They have my list, you know.
I walk at the Sephora. The people that worked there
know me, like, but I'm I'm not that famous at
(14:08):
Sapphora because that's more elite. I am the Justin Bieber
of CDs. So so things are fucking sold out because
of things like this. TikTok is crazy and it changed
the beauty industry. It is a beauty industry revolution. I
now know brands I never even heard of that. I'm
intimately connected to Essence Milani revolution. I didn't know any
of these were I didn't know anything. I had fucking
(14:30):
Lob Prairie Foundation from five years ago still in my
drawer like perfume from set. Like I didn't understand the
shit expired. I still have this like two face that
looks like little puffy like cute little stuffed animal creatures
on the cover of the box because I coveted it.
Why it's okay, Bethany, you could spend four year I
was on a new eyeshadow. I just didn't know. Now
(14:51):
I have acres. I could fill one of those like dumpsters,
and I'm constantly getting rid of it. Okay, So Msscarrogate
led to the deinfluencing movement. So what that meant was
people now, because here's the thing, everyone's a fucking sheep.
So yes, some people were saying on YouTube, and Jeffrey
(15:15):
Starr has said he doesn't like things. But I've been
on Beauty Talk and I know no one was fucking
saying they didn't like anything. Jeffrey Star was. Apparently there
were some people on YouTube and I was, so yes,
I'm bragging about being one of the first. Well Street
Journal did an article about me being one of the first.
I was definitely one of the first. Okay, Like that's
a fact, So we can argue about that another day.
It doesn't matter but I didn't know it had a name,
(15:38):
but people created a name. So not every young girl
with a lot of followers because of mscaragate to seem
authentic to their audience. That's why that's the key here.
MICHAELA has fake eyelashes on in a post, So everybody
was not trusting anybody who was an influencer. So everybody
(16:00):
was coming for influencers not believing anything they were saying,
is this a sponsor posted? You being paid? Mascaragate changed
the way that brands will engage influencers to not only
sell their products, but what is disclosed? Can you wear eyelashes?
You can in magazines, but you have to disclose it.
It's like written on the bottom. You know, lashes may
(16:21):
have been enhanced, like because TikTok is the wild Wild West.
Nothing had been really disclosed. And I guarantee you will
have somebody on from a brand here. We'll have those
kind of people on here. And I guarantee you that
brands have changed the way they do business. The entertainment
industry changed something called the Bethany clause where people that
go on reality television have to give the network a
(16:43):
percentage and they sign the Bethany clause, So I guarantee
you that there's like a mascara gate change, meaning things
have to be disclosed. How do you write sponsored, how
do you write partnered? What's the right language? So while
Laurial did great and people bought the fucking mascara and
Michaela did great because people engage, and she got paid.
And if she had what I heard was a virality
(17:05):
clause somebody once mentioned like where that went viral? Bet
kicked in, then she probably made it a lot more money.
And you know, she's laughing her way to the bank,
but having to fend off haters, which there are a lot,
but it's okay. She's very viral, and I think by
now she could take it. And I texted her to say,
if you want me to help, you, want me to
manage you. Because she's a young girl. I think she's
gotten business savvy and she's beauty savvy. But you know,
(17:29):
you have to have had years and years of institutional
knowledge of how to deal with these kind of things.
But people weren't trusting their influencers. So everybody was coming
after everybody's saying can I trust you? And as it
sponsored and as it paid, and how do I know?
You know they didn't trust. So that's why everybody started
doing de influencing. Three things I don't like full face
(17:50):
to makeup, I hate, like michaela full face to makeup,
I hate. These are brands I fucking hate. This is
stuff that was not happening for the last year that
I've been in this vortex. Now it's how happening because
everybody goes with the bandwagon on TikTok from from a
sound to a dance to a trend, to a mascara
to a hating everybody flips into the pendulum swings and
(18:11):
everybody goes to a trend. So de influencing is now
a trend. I hate gimmicks and like words. So I
decided who better than me, who was fucking saying I
couldn't stand certain tom Ford, Charlotte Tilbury and d or
products a year ago when it wasn't cool, when the
cool kids weren't doing it. Why shouldn't I have a
podcast called Just Be Unfluenced so I can talk to
(18:36):
you honestly about how crazy shit gets and what really
sucks and what is good and kind of trends in
this space. So that's why just be unfluenced is here
and it's gonna fucking blow the doors off. And we'll
have creators on, and we'll have influencers on, and we'll
have makeup artist on, and we'll have beauty industry people on.
(18:58):
And this will be very, very niche like talk, but
it will speak to many of you in the mainstream
because we're gonna be talking about makeup and it's just
a very it's a cool place, and it's a cool
conversation and it's a multi billion dollar industry. They make
so much fucking money off of you guys. And like
the tiniest little bit of eyeshadow, we will be in
(19:20):
this gorgeous packaging and be fifty dollars and you run
to buy it at Sephora and I've been there and
it's the fucking hunger Games at Sephora. And we will
talk about the Dollars store and CBS and Walgreens and
Alta and makeup on sale and TJ Max and department
stores and Old Lady brands and TikTok famous brands, and
we will go through all of it. This is just
(19:43):
be influenced
Host
Bethenny Frankel
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