Vanna Jimenez, a beauty influencer from San Diego, stumbled into her role quite naturally. About a year ago, she started sharing her morning routines on TikTok and Instagram, all filmed in her quaint antique bathroom.
Though her early posts showcased her passion for 1960s fashion, it was her skincare and makeup collection – artistically displayed on a silver tray amidst coffee, jewelry, toothpaste, books, and accessories – that captured the attention of many and drew in a loyal following. Notably, Chanel Beauty reached out with comments on her posts and products to share, followed by brands like Haus Labs and Shark wanting their items featured in her lively displays.
“The whole sink aesthetic has gained traction because it resonates with people,” Jimenez remarked.
What began as spontaneous sharing tapped into a larger trend where influencers and brands celebrate disarray. Browse through social media feeds from many trendy beauty brands, and you will notice the prevalence of chaotic sink imagery replacing the once-coveted, polished shelfies.
This shift in aesthetics emerges from a fatigue with overly polished and commercialized content, as well as a rising anxiety over artificial intelligence, which is achieving incredible realism in images and product reviews.
In the last year, AI-generated visuals have infiltrated fashion and beauty marketing, changing how brands engage audiences. A marketing agency Dentsu surveyed chief marketing officers to find that a growing 81 percent believe consumers will pay a premium for genuine, human-created content, reflecting a marked increase from 65 percent in 2024. Adam Mosseri, Instagram’s head, recently warned that indistinguishable AI-generated content represents a growing threat to authenticity on the platform.
The beauty industry sees the backlash against AI influencers selling products as a critical signal. In July, Slate Brands shut down their profile of an AI-generated perfume influencer following outcry from TikTok’s fragrance enthusiasts. Additionally, deepfake imagery of influential figures, from popular influencers to global icons like Beyoncé, regularly circulates on social media, especially on TikTok Shop.
“People desire authenticity,” noted Dieux co-founder Charlotte Palermino. She believes realness is found in visually displaying products, like half-used containers, over computer-generated imagery. “I think consumers are not interested in AI.”
The Sink has Replaced the Shelfie
Although the ideal “Instagram aesthetic” faced decline with the rise of TikTok, the polished look is still captured in hashtags like #cleangirl.
Now, amidst a surge of AI-generated influencers, brands lean into the physical evidence of human use through products shown in varying conditions. Scratches, worn labels, and missing caps present the story that these lipsticks and blushes were indeed utilized before an outing, rather than positioned for a staged photograph.
“Rawness has transcended mere style choice — it embodies proof. It demonstrates that something is genuine simply because it isn’t perfect,” Mosseri articulated in his recent post.
The messy sink photos are trending across the accounts of brands such as Merit Beauty, Saie, Soft Services, and Glossier, who initially popularized curated shelfie photographs as they seek a more genuine aesthetic.
“Shelfies were the original peek into personal lives,” stated Merit Beauty’s chief marketing officer Aila Morin. “People enjoyed seeing shelfies until they became overly curated and lost their essence of authenticity.”
The meticulously arranged flat lay has gradually shifted to “cluttercore,” showcasing chaotic heaps of products spilling from handbags, squeezed into cupholders, or strewn on the floor. The Instagram account “Girls Carrying Shit,” where hands hold piles of random items, has nurtured similar content creation from beauty brands.
Brands like Merit, Fara Homidi Beauty, Dieux, Makeup by Mario, and Salt & Stone embrace the “empties” trend by featuring images of partially used products on their main feed.
These “empties” and clutter-driven visuals illustrate a clear message: products are genuinely being consumed, rather than stacked for appearances — be they tangible or digitally curated.
“Consumers are eager to demonstrate that their expenditures are worthwhile and that they consciously chose these items,” noted Fara Homidi, whose eponymous makeup line features shots of used, smudged products, such as the Essential Bronzer down to the pan. “In today’s economy, overconsumption is not appealing.” She draws aesthetic inspiration from celebrity culture, including those who sport worn designer bags.
“We exist in a social media landscape dominated by polished, paid content,” Morin stated. “That’s why showcasing a used product matters; it embodies humanity.”
A Response to the AI Wave
As AI-generated visuals gain a reputation for being unworthy and subpar, real human content may emerge as a hallmark of luxury.
The trend toward messiness is poised to transition from niche brands to major players. Chanel Beauty’s engagement with sink content, alongside Lancôme’s recently launched #MesswithLancome campaign featuring Emma Chamberlain, hint at this shift toward showcasing a more unrefined approach.
Yet, in beauty marketing, authentic and raw content often finds itself commercialized. AI could quicken this process as it begins to imitate the once-cherished unrefined “get-ready-with-me” videos. Executives are bracing for how to outpace AI-generated content, with Mosseri noting that it will soon mimic the sought-after “imperfect” style.
“I wonder if brands will start to consider using AI and simply input keywords to replicate this trend,” Homidi pondered. “I haven’t observed that occurring yet.”
Brands leaning into the mess trend typically avoid AI-driven creativity, even as they receive an influx of proposals for AI-generated imagery and influencer collaborations.
“My inbox is filled with pitches for AI influencers,” Morin commented on the overwhelming number of offers her brand receives. “We value influencers as remarkable storytellers. They add a personal touch to experiences. For now, we’re committed to human creativity.”
