Uploaded August 2026 | Updated September 2026, 3 weeks ago
At first this was going to be a video about how Smooche makeup uses AI generated ads to manipulate people into buying their products. That IS what this video is about, but I found SO much more. This brand is NOT who they say they are! Lies on top of lies on top of lies that might actually be generating sales for them, but could also be illegal. Let's talk about it!
*Links*
The Original Smooch Makeup - smoochmakeup.com
(I will not link Smooche. I don't want to directly push traffic from this page to their website.)
Narrative Transportation - onlinelibrary.wiley.com/doi/full/10.1002/mar.22011
Creator using Sacheu - tiktok.com/@danikachristinemua/video/7671787719713901838?q=sacheu%20lip%20liner%20peel%20off&t=1786644392599
FTC - ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
Lawsuit - pacermonitor.com/case/57025250/SACHEU_BEAUTY,_INC_v_SMOOCHE,_LLC_et_al
Reddit - reddit.com/r/IndianBeautyTalks/comments/1pgl9t2/smooche_beauty_fraud_company
Amazon competitor - amazon.com/Changing-Foundation-Concealing-Wrinkles-Hydration/dp/B0H3WG39SP?th=1
Matthijs also appears to own a shapewear company called HeyShape fashionweekdaily.com/how-heyshape-is-revolutionizing-shapewear-technology-for-modern-women
Trademarks - trademarkia.com/smooche-98688191 ised-isde.canada.ca/cipo/trademark-search/2474707
*Time Stamps*
0:00 Intro
2:29 Chapter 1: Reaction
19:02 Chapter 2: Lies
30:02 Chapter 3: Reviews
38:24 Chapter 4: Insidious
47:49 Chapter 5: What Next?
Disclaimer: This video is a critique of AI generated content. I am not personally making real people appear to say or do something they didn’t say or do, altering footage of a real event or place, or generating a realistic-looking scene that didn’t actually occur. I am using someone else's AI imagery for critique and commentary.
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I create these videos in Victoria, BC, on the unceded ancestral territories of the Lək̓ʷəŋən (Songhees and Esquimalt) Peoples. I acknowledge their enduring relationship with these lands and waters, and I am grateful to live, work, and create here.
Thanks for subscribing to my channel (youtube.com/subscription_center?add_user=jenluvsreviews) ! Here we talk makeup news on my weekly series What's Up in Makeup. We discuss beauty influencers, cosmetic brands, and fascinating stories about the cosmetic industry. On this channel, you'll also find deep dives about he beauty community, makeup and skincare brands, products, and so much more! I hope you love it here!
Want to be part of the Collective Brain Elite? Join HERE for $1.99USD per month - youtube.com/channel/UCR96_hHJu3HE6vmu39_bRAw/join
FTC: This is not a sponsored video.
Out-tro Music: Dimples by Oomiee via Epidemic Sound
*******************
Want to help out with What's Up in Makeup? Check out our Hunters group! facebook.com/groups/wuimhuntersofficial
*******************
Instagram: jenluvsreviews
TikTok: tiktok.com/@jenluvsreviews?lang=en
*******************************
Affiliate Codes
My favorite hoodies and sweatshirts comfrt.com/JEN34033
House of Marste houseofmarste.com/?ref=JenLuvs
Colour Pop colourpop.sjv.io/JENLUV
Save 10% at Sigma with code JENLUV
Arttitude Cosmetics - JENLUV for 10% off
JENLUV10 for 10% off at Salt New York (owned by the AMAZING Kiki G)
At first this was going to be a video about how Smooche makeup uses AI generated ads to manipulate people into buying their products. That IS what this video is about, but I found SO much more. This brand is NOT who they say they are! Lies on top of lies on top of lies that might actually be generating sales for them, but could also be illegal. Let's talk about it!
*Links*
The Original Smooch Makeup - smoochmakeup.com
(I will not link Smooche. I don't want to directly push traffic from this page to their website.)
Narrative Transportation - onlinelibrary.wiley.com/doi/full/10.1002/mar.22011
Creator using Sacheu - tiktok.com/@danikachristinemua/video/7671787719713901838?q=sacheu%20lip%20liner%20peel%20off&t=1786644392599
FTC - ftc.gov/news-events/news/press-releases/2024/08/federal-trade-commission-announces-final-rule-banning-fake-reviews-testimonials
Lawsuit - pacermonitor.com/case/57025250/SACHEU_BEAUTY,_INC_v_SMOOCHE,_LLC_et_al
Reddit - reddit.com/r/IndianBeautyTalks/comments/1pgl9t2/smooche_beauty_fraud_company
Amazon competitor - amazon.com/Changing-Foundation-Concealing-Wrinkles-Hydration/dp/B0H3WG39SP?th=1
Matthijs also appears to own a shapewear company called HeyShape fashionweekdaily.com/how-heyshape-is-revolutionizing-shapewear-technology-for-modern-women
Trademarks - trademarkia.com/smooche-98688191 ised-isde.canada.ca/cipo/trademark-search/2474707
*Time Stamps*
0:00 Intro
2:29 Chapter 1: Reaction
19:02 Chapter 2: Lies
30:02 Chapter 3: Reviews
38:24 Chapter 4: Insidious
47:49 Chapter 5: What Next?
Disclaimer: This video is a critique of AI generated content. I am not personally making real people appear to say or do something they didn’t say or do, altering footage of a real event or place, or generating a realistic-looking scene that didn’t actually occur. I am using someone else's AI imagery for critique and commentary.
----------------------------------------------------------------
I create these videos in Victoria, BC, on the unceded ancestral territories of the Lək̓ʷəŋən (Songhees and Esquimalt) Peoples. I acknowledge their enduring relationship with these lands and waters, and I am grateful to live, work, and create here.
Thanks for subscribing to my channel (youtube.com/subscription_center?add_user=jenluvsreviews) ! Here we talk makeup news on my weekly series What's Up in Makeup. We discuss beauty influencers, cosmetic brands, and fascinating stories about the cosmetic industry. On this channel, you'll also find deep dives about he beauty community, makeup and skincare brands, products, and so much more! I hope you love it here!
Want to be part of the Collective Brain Elite? Join HERE for $1.99USD per month - youtube.com/channel/UCR96_hHJu3HE6vmu39_bRAw/join
FTC: This is not a sponsored video.
Out-tro Music: Dimples by Oomiee via Epidemic Sound
*******************
Want to help out with What's Up in Makeup? Check out our Hunters group! facebook.com/groups/wuimhuntersofficial
*******************
Instagram: jenluvsreviews
TikTok: tiktok.com/@jenluvsreviews?lang=en
*******************************
Affiliate Codes
My favorite hoodies and sweatshirts comfrt.com/JEN34033
House of Marste houseofmarste.com/?ref=JenLuvs
Colour Pop colourpop.sjv.io/JENLUV
Save 10% at Sigma with code JENLUV
Arttitude Cosmetics - JENLUV for 10% off
JENLUV10 for 10% off at Salt New York (owned by the AMAZING Kiki G)
