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The Hidden Pipeline: How Beauty and Wellness Influencers Can Lead Teens Toward Far-Right Ideologies
A troubling transformation is underway in the beauty and wellness influencer community, where content creators with massive followings are increasingly espousing far-right viewpoints that could potentially radicalize their predominantly young, female audience.
Recent events highlight this concerning trend. Jeffree Star, a prominent beauty influencer with millions of followers, sparked controversy during a TikTok Live session while bleaching his pink hair. Star openly advocated for separating the “LGB” community from the “T” (transgender) community—a position that quickly attracted derogatory anti-trans comments when he shared the clip on X (formerly Twitter).
This stance represents a dramatic shift for Star, who less than a decade ago embodied gender fluidity, released an “androgyny” makeup collection, referred to himself as an “alien” rather than a gender, and claimed to use “every pronouns.” Despite continuing to wear dresses, high heels, and selling makeup products, Star now openly states he doesn’t believe in they/them pronouns and has promoted content from organizations classified as anti-trans hate groups by civil rights monitors.
The beauty mogul acknowledged losing approximately 100,000 followers after his controversial comments but claimed to have gained hundreds of thousands more who share his newfound ideological stance. “I loved a lot of what he said and it resonates with me,” Star remarked about the late far-right activist Charlie Kirk, founder of Turning Point USA, during a YouTube roundtable hosted by Piers Morgan on September 17.
Star’s political evolution may not surprise those familiar with his controversial history, which includes racist comments on MySpace (for which he later apologized) and other scandals. However, his shift mirrors a broader pattern emerging within beauty and wellness spaces online—communities that traditionally attract women, girls, and LGBTQ+ individuals seeking makeup tutorials or wellness advice.
Media analysts and researchers note that while significant attention has focused on figures like Andrew Tate and the “manosphere” for radicalizing young men online, less scrutiny has been directed toward similar processes occurring in predominantly female digital spaces.
This phenomenon represents what some experts call an “alt-right pipeline”—a gradual introduction to increasingly extreme ideologies through seemingly innocuous content. What begins with makeup tutorials or wellness advice can evolve into exposure to conservative talking points and eventually more radical positions.
The transformation is particularly concerning given the demographics of beauty and wellness content consumers. Young viewers who initially follow creators for makeup tips or self-care routines may find themselves gradually exposed to political viewpoints without recognizing the shift or having developed critical media literacy skills to evaluate these messages.
Digital media researchers emphasize that social media algorithms exacerbate this issue by recommending increasingly extreme content based on viewing habits. Once a viewer watches content from influencers dabbling in conservative talking points, platforms may recommend progressively more radical content, creating an unintentional pathway toward extremist viewpoints.
The beauty and wellness industry—valued at hundreds of billions of dollars globally—wields significant cultural influence, particularly among young women. When prominent voices in these spaces adopt far-right rhetoric, the potential for normalization of these ideologies increases substantially.
Advocates for digital literacy and online safety warn that parents, educators, and platforms must recognize this emerging pathway to radicalization that specifically targets young women and LGBTQ+ youth—groups that may not typically be considered at risk for far-right radicalization through traditional channels.
As the 2024 presidential election approaches and political polarization intensifies, understanding these subtle pathways of ideological influence becomes increasingly important for protecting vulnerable audiences from manipulation and extreme viewpoints disguised as lifestyle content.
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14 Comments
I’m surprised to see this trend emerging from the beauty/wellness community. It’s a concerning development that warrants further investigation and action to protect vulnerable young audiences.
Agreed. Influencers need to be held accountable for the impact of their content. Promoting divisive views, even unintentionally, can have serious real-world consequences.
Disappointing to see prominent influencers potentially abusing their platform in this way. They have a duty of care to their followers, especially impressionable youth. Hope this can be addressed proactively.
Agreed. Influencers need to be more aware of the impact their views and messaging can have. Responsible social media use should be a priority, not political agendas.
This highlights the need for better media literacy education, so young people can critically evaluate the information and perspectives they’re exposed to online. Relying too heavily on influencers is risky.
Absolutely. Teaching critical thinking skills is crucial, so youth aren’t unduly influenced by extremist ideologies, even when disguised as beauty/wellness content.
Fascinating to see how certain beauty/wellness influencers may be inadvertently shaping political views of their young audiences. This underscores the need for more transparency and responsibility in the influencer ecosystem.
Agreed. Influencers wield significant power and must use it wisely. Promoting divisive ideologies, even unintentionally, can have serious consequences for vulnerable youth.
This is a complex issue without easy solutions. Addressing the root causes and empowering young people to think critically about online content will be key to combating this problem.
Absolutely. We need a multifaceted approach involving education, platform regulation, and influencer accountability to ensure social media is a healthy, constructive space for youth.
Concerning if influencers are leading impressionable young people toward extremist ideologies. We need more thoughtful, balanced voices on social media to counter misinformation and promote healthy perspectives.
Influencers need to be mindful of the power they wield and use it responsibly. Spreading divisive views can have serious consequences, especially for vulnerable youth.
I’m curious to learn more about the specific trends and content that are leading teens toward far-right views through beauty/wellness channels. This seems like a complex issue worth deeper examination.
It’s important to understand the psychology behind how certain influencers can sway their young audiences, even if unintentionally. Nuance and critical thinking are key to addressing this challenge.