Social-media buzz from Retail & Tech No 17

BW Confidential checks out what is making a splash on social media: #YouHaveToStop

The TikTok-based hashtag sees users lip sync to a trending sound on TikTok that begins with “You have to…” and then finishes with their suggestion of stopping a popular make-up technique.

The sound is a riff on a popular sound called “You have to start romanticizing your life,” in which users post videos encouraging others to see the bright side of life.

The trend sees users apply make-up in a way they think should be avoided. For example, one user puts on her concealer in a triangular form under her eye, a typical application method, saying “You have to stop doing your concealer like this. It does not do anything and it doesn’t look good.”

The trend has spanned categories, from skincare to face and body. Skincare enthusiasts have particularly taken to the trend, telling users to stop using certain products, application methods or beauty tools that they say can harm skin.

The hashtag has seen some backlash, though, as users note that make-up is meant to reflect freedom of choice and make-up preferences and application techniques are personal choices.