The Doctor Is In

They might not have the same glossy life, stylish instagram content and rabid following as the likes of michelle phan and huda kattan, but a band of myth-busting, info-wielding scientists are fast raking up the “hearts” on social media particularly during these troubling times. Aileen lalor explores the rise of these alternative beauty influencers – and what it could mean for the industry.

- Aileen Lalor

The beauty influencer world can sometimes appear shallow and superficial – pretty faces with not much to say, some might state – but there’s an alternative group fast gaining traction and their style is more white coat than a designer jacket. Identifying themselves more as dermatologists, cosmetic formulators, and educators than selfie-snapping, Tiktokdancing beauty fiends, they boast impressive qualifications, highly specialized knowledge, and an insatiable curiosity even about the technical side of the beauty business – and they want to share it.

Michelle Wong, a Sydney-based PhD chemist and science educator, started blogging almost a decade ago when she realised that there was a dearth of reliable information about beauty products – and a whole lot of misinformation. She says things really started to explode through three to four years ago at the start of the so-called intellectual trend when brands like Deciem came on the scene and began to speak overtly about the ingredients in their products. “The fact that chemical names were front and center in marketing led people to wonder what they were. Because they were so accessibly priced, people became more curious,” Wong (aka @Labmuffin) explains.