Pop singer Tate McRae is currently facing backlash on social media following her latest sponsored video with Neutrogena. The clip, which showcases her “post-show routine,” has drawn attention for the way she demonstrated the use of several products from the skincare brand, leading to widespread criticism.
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The video, shared on TikTok over the weekend, documents McRae’s skincare process after her performance at the Osheaga music festival on 1 August. Shortly thereafter, she flew to Chicago for Lollapalooza. In the TikTok segment, the 23-year-old artist is seen presenting three Neutrogena items as part of her un-winding ritual, having been appointed a global ambassador for the brand in early 2025.
In the footage, McRae holds up a pack of makeup remover wipes, before moving on to Neutrogena’s Hydro Boost Water Gel and a set of under-eye patches. The singer’s video is set to a musical backdrop featuring Miya Folick and Chrome Sparks. However, viewers quickly pointed out that her method of using the products raised questions about authenticity. Notably, while applying the wipes, it appears she had her fingers placed between the wipe and her skin, leading to scepticism regarding her actual skincare practices. Additionally, when applying the moisturiser, she focused only on her cheeks, neglecting other areas of her face.
The clip gained significant traction, amassing approximately 1.1 million likes by 7 August. Despite this popularity, the comments section was filled with criticism, as many users called attention to the manner in which McRae applied the skincare products. Several commenters expressed confusion over how Neutrogena approved the video, especially considering that traces of McRae’s eye makeup remained visible at the video’s conclusion.
Media outlet PEOPLE reached out to Neutrogena and representatives for McRae for comment but did not receive an immediate response. Meanwhile, McRae’s makeup artist, known as Kennedy, shared that the singer’s look for the Lollapalooza performance was entirely created using Neutrogena products. “For her skin base, we used the new Neutrogena Hydro Boost Hyaluronic Acid Rejuvenating Serum, the new eye patches, and the classic Hydro Boost Water Gel,” Kennedy explained. The stylist also listed additional Neutrogena makeup items used for the singer’s stage appearance.
This incident comes as McRae embarks on her partnership with Neutrogena, a collaboration she described as exciting and natural, given her long-standing use of the brand. Reflecting on her skincare routine, she previously told PEOPLE, “I’ll use my Neutrogena wipes and take off my makeup… I obviously use the Hydro Boost Water Gel.” Her enthusiasm for the products has endeared her to fans, but now her credibility has been called into question by this perceived mishap in product showcasing.
The scrutiny surrounding the video underscores a growing trend where celebrity endorsements and sponsored content are being evaluated for authenticity and transparency. As audiences become increasingly aware of the complexities behind influencer partnerships, it appears that such missteps can lead to significant repercussions in how a brand is perceived by its target audience.
Overall, while the TikTok post generated substantial attention for Neutrogena, it also raised critical discussions about influencer practices and the importance of genuine engagement with sponsored products. Whether or not McRae will rectify this situation remains to be seen, but the incident serves as a reminder of the challenges that come with maintaining credibility in a digitally-driven promotional landscape.