Throughout its history, hairdressing has always been driven by trends however in recent years with the rise of social media has come the rise of the influencer. Now, a new movement is changing the way we look at, and are influenced by, social media stars: deinfluencing.
Gaining popularity on platforms like TikTok, this counter-trend pushes back against overhyped products and unrealistic beauty standards, opting for honesty over influence. But is deinfluencing a viral buzzword or a shift that could redefine trust and transparency in the hair industry? For hairdressers and salon owners, it may signal a return to recommending what actually works, not what’s trending. For clients, it offers clearer, more authentic conversation when it comes to products, treatments and setting realistic expectations.
Increasingly clients and hairdressers alike are considering how and where they spend their hard earned cash and the businesses they choose to invest in. So why are people thinking twice about buying what influencers are selling? TikTok deinfluencer, @Paige-overcoming_overspending puts it simply in one of her videos, that she is dedicated to helping people stop impulse shopping and overspending. “Influencers have to spend money to make money… they have to buy things to film themselves using them… to make you go ‘oh that looks cool I want that’ so that you’ll go and buy it, so they’ll earn a commission from something you bought.” She goes on to share that for non-influencers it’s different, they are spending money and depleting their bank accounts – so naturally people are turning to to deinfluencer culture.
What Does This Mean for Hair Professionals?
In a world where clients value authenticity more than ever, blindly promoting the latest trending serum or styling tool just doesn’t cut it anymore. Hair professionals are being called to act less like brand ambassadors and more like trusted advisors.
For many stylists, this shift is liberating. It allows them to focus on what actually delivers results behind the chair, rather than chasing the algorithm. Instead, they can be more selective and work with brands that align with their values, their salon’s ethos, and most importantly, their clients’ needs. For example, Olivia Barnes recently told us: “I like to sell the things I believe in really well so I picture myself being an ambassador for a company that has the same ethos as me about how we should treat hair. If something works for me I work hard for it.”
For hairdressers and clients this change will create a deeper trust in brand collaborations that come from a place of authenticity, not just influence. Brands that value long-term trust over short-term reach are partnering with professionals who are open about both the strengths and limitations of their products and this level of transparency can certainly build more credibility for everyone involved. Deinfluencing is about shifting the power back to the professionals, allowing them to build trust with their clientele and choose collaborations based on integrity, not algorithms.
