Uncover the Truth: Is TikTok’s Anti-Haul Trend Really Taking on Overconsumption?

Will ‘de-influencing’ and ‘anti-haul’ trends make a lasting positive impact on our wallets and planet?
TikTok: a platform known for impulse purchases, but are influencers now advocating against it? “De-influencing” and “Anti-Haul” Trends are Gaining Popularity. Although Not New, the Conversation Around Them Has Skyrocketed in Recent Weeks, with #De-Influencing Boasting 63.3 Million Views and #Anti-Haul With 54.5 Million.


De-Influencing” on TikTok: Urging the Antithesis of Materialism

“De-Influencing,” now a verb, seeks to prevent excessive consumerism.  Unlike the usual fashion TikTok content that encourages new purchases, “de-influencing” or “anti-haul emphasis that viral products are not actually worth buying.
We only need so many bronzers and lipsticks,” says Elle Grey, a 25-year-old content creator who is participating in the “de-influencing” trend on her ‘Basic Of Course’ TikTok page, which has 10,000 followers. “A lot of these items specifically within the beauty and fashion industry follow these really quick micro-trends where you likely already have an existing perfectly good substitute for that product.” Grey believes that’s particularly true for of-the-moment products like Charlotte Tilbury makeup, Target throw pillows, and most things on influencers’ Amazon storefronts, where they make commission every time someone buys.
@katiehub.org Replying to @.sam_ross THIS MIGHT BE A HOT TAKE HAHA #fyp #deinfluencing #dior ♬ original sound - katie
As much as Gen-Z loves TikTok, they are also concerned about sustainability and want to reduce their consumption. As a result of First Insight’s study, most members of this generation want to purchase products from sustainable brands. They are likely to make purchases based on environmental, social, and personal factors. Among internet users, the trend is being embraced for its effectiveness in reducing overconsumption.
The trend is in response to TikTok’s over-consumption culture. Instead of sending consumers to an Amazon Storefront, creators on the app are now promoting an intentional approach to shopping, sharing what cult products they regret buying (and often dragging the brands). 
Here’s a friendly reminder in the midst of the “de-influencing” trend: the most sustainable clothing, makeup, and skin care routine is to use what you already have. You don’t have to throw away your foundation just because someone said it wasn’t worth it. Whatever works for you, it works.