If you're a millennial, you may remember the beauty and lifestyle influencers of the 2000s and 2010s. Back then, influencers were maximalists, competing to out-consume one another with walk-in closets filled with designer bags and shoes, and entire rooms dedicated to their makeup collections. But in 2020, the economy began rapidly changing in response to the COVID-19 pandemic, and the culture around influencers has followed suit.
According to recent Pew Research Center polling, only 24% of Americans rate the economy as excellent or good, while 66% are worried about the price of food and consumer goods. As their economic realities change and everyday necessities become harder to afford, people are moving away from content centered on over-consumption at a luxury price point.
A new generation of influencers is adapting to this perceived economic downturn. One of these creators is trend analyst and fashion expert Mandy Lee, who has amassed over 900,000 followers across Instagram and TikTok with content focused on trend predictions, runway reviews, and her own funky, luxe style. In 2024, Lee designed the 75 Hard Style challenge based on a popular diet and fitness program, challenging her audience to create 75 unique outfits over 75 days without purchasing anything new. Over 70,000 people have participated in the challenge since its launch, inspiring followers to be more mindful shoppers.
Influencers in the beauty space are also helping followers find ways to get glam on a budget. Shelby Ann Bell, an Atlanta-based bridal makeup artist, has built a platform of over 2.5 million followers on TikTok by posting viral makeup routines using affordable products. Bell’s techniques encourage followers to save money by using drugstore products. Growing up in Aiken, South Carolina, Bell became interested in makeup at a young age but lacked the budget for expensive beauty products. She now resonates with followers who feel financial strain, offering affordable solutions to feel confident and beautiful.
Another popular creator encouraging budget-conscious spending is Pooja Jain. With a master’s degree in biomedical and bioengineering and experience in pharmaceutical sciences, Jain helps TikTok followers find beauty and skincare routines on a budget. She identifies affordable substitutes by studying ingredient lists in luxury beauty products and explains each ingredient’s purpose in simple terms. Her audience has grown exponentially as skincare and makeup lovers seek ways to cut back on unnecessary spending.
These influencers exemplify a broader trend: a new generation of creators is meeting audiences where they are financially, offering practical, budget-friendly advice that aligns with economic realities.
