As 2025 continues to be one of the most chaotic and financially challenging years for both people and businesses, a spotlight is being increasingly shone on beauty’s marketing methods.
Whether it is singer Mariah Carey’s Sephora Christmas advert receiving backlash from some social media users who called the campaign out of touch given the current economic climate, or Kylie Cosmetics facing heat over an Instagram post of her getting arrested amid the widespread ICE raids in America, more are raising an eyebrow at tone-deaf advertising.
But among these are lavish influencer events – a staple of the industry that sees beauty brands tap the biggest and, in their eyes, most influential figures to promote their products.
And although luxury remains a core aspect of beauty’s appeal, these indulgent events stand paradoxically to rising product prices, job cuts and brand closures.
That is nothing to say about the ongoing global cost-of-living crisis, with 65% of households in the UK reporting that their cost-of-living had increased in September 2025, according to data from Statista.
With millions feeling the pinch, what kind of message are these lavish wine-and-dine events communicating to consumers?
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