BeautyTok Philippines’ Rise Of The Anti-Haul

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Is this the end of budol culture? It’s time we start a conversation on hyper-consumerism in the beauty community.

If you’ve been scrolling through the internet long enough, you would know that hauls have existed since the golden age of YouTube. There’s just something so entertaining about watching someone showcase their shopping finds and re-purchases. Since then, haul videos started popping up on our feeds and Filpino beauty vloggers soon caught on to the trend.

It’s not a secret that TikTok continues to be a huge influence in budol culture. Amidst the pandemic was the rise of online shopping, and big monthly sales. And with TikTok being the forefront of content, influencers and beauty enthusiasts alike showcased not only their quick and easy beauty tutorials, but their fave local and international products as well. With that being said, local brands started sending out PR gifts, and these content creators were offered sponsored and branded content, too. 

@dexter.mongcal Replying to @qta4h makeup anti-haul #dextermongcal #makeup #makeupph #beautyph ♬ original sound – Dexter Mongcal

Many of us enjoyed their TikToks and purchased products they recommended, because through their consistency, we trusted these creators to some extent. During the 11.11 sale, haul content and product recos rolled out the way that it always did. But, like anything else in this world, things come and go, and trends change. Enter: the anti-haul. 

@beautybytellie Maiba naman: a friend found this anti-haul/anti-budol thread on reddit. Part 2 in comments #1111shopeehaul #1111tiktokshopping #1111lazada ♬ original sound – Beauty By Tellie


The anti-haul is a simple concept; it’s a form of content where instead of recommending a product, one shows their audience products they didn’t like and what didn’t work for them. This originally started from a reddit post, where fellow beauty redditors discussed products that they personally didn’t enjoy. Beauty TikTokers such as Beauty By Tellie shared her thoughts and created an anti-haul of her own. 

@pereylierge ANTI HAUL — after months of using these products here are my brutally honest thoughts! #fyp #makeup #LearnItOnTiktok #BeautyPH #antihaul ♬ original sound – pereylierge on ig

This started a huge trend on the platform and some folks had negative comments about the matter. Hate spread like wildfire, which caused chaos in the BeautyTok community. Opinions were thrown left and right, but local beauty influencers hopped in and created an anti-haul of their own. Influencers such as Miss Nate and Lierge Perey shared their anti-hauls as well, as seen on their TikTok videos below.

The problem with budol culture is that most content such as this is product-centric. This causes hyperconsumerism amongst the beauty community. Instead of sharing love for beauty, everyone is focused on materialism nowadays. While this doesn’t apply to everyone, it’s definitely a concern that should be discussed. 

@beautybytellie Replying to @slaterdejesus ♬ original sound – Beauty By Tellie

At the end of the day, budol is just budol. As a consumer, we should all shop responsibly. The anti-haul is a reminder not to hate on those who recommend products, but to allow everyone to share their thoughts about what worked and what didn’t for them. Everyone’s skin is different, and what may work for you won’t work for others. Looking to consume less? Take some notes, because Miss Nate has a few tips.

@missnatemakeup How to be a better makeup shopper as an anti anti haul side effect 🤍 #missnatemakeup ♬ original sound – Miss Nate

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