Stuff like this is why people do not trust influencers and it’s so upsetting,” popular beauty YouTuber Alissa Ashley posted in a TikTok Wednesday. I followed the directions and applied the mascara to my lashes with the flat side and “lifted” them by brushing through with the bristles. L’Oreal Paris also mention that not only does this industry-first double hook brush help them to stand out in lash-lengthening, but their ceramide-infused formula ensures that it is packed full of pigment and more long-lasting than ever.

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Nogueira has not responded to the controversy since posting the video and neither she nor the L’Oréal Group responded to Rolling Stone‘s requests for comment. I’ve become obsessed with finding the hottest new viral mascara - from Pat McGrath to Benefit, Charlotte Tilbury to Too Faced. We use your sign-up to provide content in ways you’ve consented to and improve our understanding of you. And for a creator like Nogueira — who can attribute a large part of her success to her witty approach to beauty and candid reviews — when people feel that bond has been broken, there’s hell to pay. With its 24 hour wearing power, your lashes will be feeling nourished, lifted and protected - what more could we ever want from a mascara ey?But Nougueira’s fans and other members of the online beauty community had a lot to say, after noticing that something in the video didn’t add up. It’s an approach that can skyrocket influencers to fame in a landscape of aspirational content and often makes viewers feel like there’s a parasocial agreement to openness between themselves and their favorite beauty guru.

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When I’m really trying to watch how I spend my money these days, knowing I can achieve lashtastic results in one stroke makes me (and my bank balance) incredibly happy! There’s more drama in TikTok’s beauty community this week, and like all serious matters, it revolves around a new mascara.When you have such a big platform and you decide to use it to put a fabricated review up, that’s not ok. The video now has more than 48 million views and a conversation was started about ads and authenticity. Her lashes looked great but a bit fuller than expected and much fuller than any mascara has the power to create. But the backlash against Nogueira’s video speaks to a larger responsibility and expectation online users have for their influencers.

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The FTC’s Truth In Advertising policies also mean Nogueira could potentially be fined if they find she was dishonest in a paid advertisement. The drama of whether a beauty influencer is using false lashes in a sponsored post might seem trivial or insular. Longtime beauty YouTuber and makeup mogul Jeffree Star also seemed to weigh in on the news, posting on Twitter that he would be back to reviewing makeup products next week, a solution no one asked for.After stitching another creator’s video, Nogueira tried the mascara for herself, before declaring that it would be hard for another mascara to compete.