Leveraging Influencer Partnerships for Brand Growth

By Albert Makoeng
With the rise of influencer marketing, there has also been a growing concern about the authenticity of influencer content. Brands and influencers alike are under increased pressure to ensure that their content is transparent and authentic. Influencers are now required to clearly disclose sponsored content, and brands are being more selective about the influencers they work with.
If you have been following the Mikayla Mascara Scandal on TikTok you will know exactly why authenticity is so important! Earlier this week, the 24-year-old beauty influencer uploaded a video reviewing a mascara. Soon after, she faced a tidal wave of backlash online as people accused her of wearing fake lashes to amplify the mascara's effects, thereby providing inauthentic advice.
Within three days, the video has boomed in popularity and received over 24.6 million views as debates over its authenticity continue.
TikTok beauty influencer Mikayla Nogueira has faced criticism from viewers who claim she wore fake lashes while reviewing a mascara. The 24-year-old from Massachusetts has gained a substantial following of 14.4 million on the platform through her makeup tutorials and product reviews. However, her latest video has caused a stir, as Nogueira shared her thoughts on L'Oreal Telescopic Life mascara while wearing lashes.
In a 44-second video posted on January 25, Mikayla Nogueira appeared to endorse the L'Oreal Telescopic Life mascara. The words "L'Oreal Paris Partner" were briefly displayed on the screen, indicating that this was a sponsored post, as confirmed by a "paid partnership" label on the mobile app. Nogueira raved about the product, saying it "literally just changed my life." She demonstrated its use by applying two coats of the mascara to her lashes and showed off the length and arch of her lashes by turning to the side.
“Do you see that? I am speechless and I'm not sure anyone is ever going to be able to compete with this mascara," Nogueira concluded.
In the caption, the TikTok wrote: "THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift#LorealParisPartner#LorealParis."
However, viewers believe that Nogueira used false eyelashes at the end of the clip and shared this thought in the comment section.
Nogueira reportedly did respond to comments from viewers who expressed concern.
“Girl, did you add falsies at the end?” one person commented. “We can see the length in the outer corner.”
"Nooo, just three/four coats and my tight liner," the TikTok replied, as per TIME while she also answered accusations about using falsies - "Nooo omg L'Oreal would never allow that in a partnered post!!! But y'all are proving my point."
The situation has caused a debate on the platform about influencers and transparency.
Find this content useful? Let's connect.
Building real connections with your audience starts with you and theSalt lets chat
Albert Makoeng
Albert is a seasoned performance Influencer Marketing expert with 16 years of experience in marketing, media, digital advertising & sponsorship. Albert has held senior positions at DStv, BBC, ESPN and led teams across 20 African markets.