The Double Cleanse

James and Robert are back with another episode of The Double Cleanse, and this week is SPECIAL – James is celebrating 11 YEARS as an influencer!

The twins open by reflecting on how long they've been doing this and getting hit with comments from people saying "I grew up watching you" and "I used to watch you in school," which simultaneously makes them feel ancient and grateful that their content has literally shaped people's childhoods!

The main topic in this episode is make-up application techniques and best practices. James and Robert dive DEEP into the debate of brushes vs fingers for makeup application, and Robert has some STRONG opinions...

They also talk about hand palette stickers, the theatre of unnecessary hygiene and people insisting on putting on too much powder! Plus they have a vital reminder: fingers are your best friend in makeup.

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Have influencers gone too far this time?! James and Robert are back with a new episode of The Double Cleanse and they’re tackling the influencer tomfoolery which is getting them frustrated.

After a debate about what’s acceptable to wear on a red carpet, the twins dive into whether the influencer bubble is potentially bursting. Are people sick to death of influencer culture… even Robert has admitted that he’s reaching his limit!

They talk about the ridiculous names that trends are being given (from your “coconut jelly nails” to “eyemaxxing”) to people dragging their kids into influencer culture. But, where James really gets mad, is when it comes to the filter epidemic.

You know when influencers post videos claiming “No Filter”… while their bottom eyelashes disappear and reappear depending on where the blur effect is? The fingers are blurry… it’s more obvious than the Snapchat dog nose filter! And James has had enough of it!

James and Robert are putting the world to rights and telling their fellow creators: stop packaging basic things as revolutionary trends, stop using filters and pretending they don't, and stop naming everything after food.

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We're back with a new episode of The Double Cleanse - and this week, James and Robert are tackling the infuriating world of toxic social media comments and how brands just can't deal with it in the RIGHT way!

After opening with a rant about how comments on social media can make you "give up on the world", the twins dive into the specific irritations they deal with. James shares his frustration about getting comments that make absolutely NO sense!

They then dive into "what about me" culture - including the bean soup theory - the phenomenon where people watch content and make it entirely about themselves. Someone posts a makeup tutorial? "But I don't like that shade." Someone shares a skincare routine? "But that doesn't work for my skin." There's literally millions of people watching your content, but every comment is "why isn't this for me specifically?"

Our big topic is how brands handle social media interactions with the public – and why some spectacularly fail. From brands messing up their response to how they deal with being "cancelled" online... it's a mess out here!

The twins advice for brands? Hire someone trained in social media and PR. You're a business, and you should be aware of what you're saying and how it comes across.

Don't forget to subscribe and catch new episodes of The Double Cleanse every Monday!

Thanks To Our Sponsors

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It's a new episode of The Double Cleanse - and this week, James and Robert are tackling the ugly truth about lying, fake reviews and manufactured content in the influencer world.

After opening with excitement about beauty launches coming at the end of the year (advent calendars are arriving earlier than ever), we kick off by diving into the absolute chaos of pop-up culture.

Robert shares his horror at seeing adults camp out from 3 am for pop-ups, people passing out from heat and hunger, and one parent literally pulling their kid out of school to queue for a free gift bag that contained... a pen and a towel.

Meanwhile, some influencers have made pop-ups their entire content genre, getting invited so they never have to actually wait in line.

The main topic of the episode is lying and deception in the influencer world: the fake before-and-after videos, making products look "used" (even if you've just taken them out the box) in product reviews... and even brands asking influencers to LIE about the results?

The real issue? Influencers and brands have been trained by the algorithm to believe that fake, dramatic content performs better. But just because something gets millions of views doesn't mean it's ethical.

We wrap up by emphasizing: performance and certain white lies are part of influencer life, but actual deception that affects product reviews? That's where we draw the line.

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We're back with a new episode of The Double Cleanse, and this week James & Robert are diving into the messy world of influencer sponsorships, paid partnerships, and the grey area between authentic content and advertising!

After opening with a cheeky debate about whether they're "influencers" or "content creators", the twins share their favourite types of sponsored content. Robert also champions dog-sponsored content, particularly shout-outs to that golden retriever influencer who took out his own credit card to buy lamb chop plushies in a hilarious sponsored post.

The main discussion: Why do influencers NEED sponsored content? The twins break down that this is just the natural progression of entertainment – it's like radio, magazines, and TV. There has to be something funding content behind the scenes. Some creators juggle full-time jobs alongside influencing (the twins have massive respect for them), but for many, sponsorships are a necessity.

BUT: has the system has gone too far? With sponsored content appearing absolutely EVERYWHERE, has it become impossible to distinguish genuine reviews from paid advertisements?

The bottom line: Follow people you trust, question the integrity of how they monetize, but understand that sponsorships are a necessary part of the influencer ecosystem.

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We're back with another episode of The Double Cleanse - and this week, James and Robert are diving into influencer oversharing, performative emotions online and the privacy concerns that come with putting your entire life on the internet!

After opening with a discussion about brand trips and why bringing your partner along is actually a terrible idea, the twins segue into talking about a popular TikTok influencer who's been documenting her very public divorce and subsequent new relationship through content.

Robert's big question: Why would you drag your partner through that with you? Especially when public breakups and relationship drama inevitably lead to something "not so good."

James and Robert tackle what happens when your worst moments become your best performing content. They discuss the trend of influencers crying on camera, screaming on planes during turbulence and throwing dramatic tantrums on their beds for views.

What happens when your worst moments are also your best performing content? Do you keep manufacturing drama to stay relevant?

The key message: Just because something performs well doesn't mean you should do it. You're allowed to have a private life and boundaries, even as an influencer.

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We’re back with another episode of The Double Cleanse, and this week James and Robert are diving into their current favourite products… alongside some wild TikTok Shop trends that are driving them crazy.

After opening with memories of filming for a blood donation campaign back when it became legal for gay men to donate in the UK (they were pale and nearly fainting… and the footage was apparently too unusable to ever air), the twins share embarrassing health moments – including the time a doctor spilled Robert's urine sample ALL over the clinic floor and then cleaned it up while he sat there mortified.

They also have their current go-to products – including the Korean sunscreen with niacinamide meaning it doesn’t sting the eyes, the flat brushes that actually push product INTO your skin, and the cloudy serum with salmon egg DNA that brightens and rejuvenates.

They also tackle the ridiculous TikTok Shop trends going around – people stitching videos claiming "he doesn't get Botox, he uses this!"- and the bizarre toothpaste trend where people put their finger in the back of their mouth to determine if they need mouthwash. The logic? Non-existent. The content? Everywhere.

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James and Robert are back with another episode of The Double Cleanse - and this week they're tackling the messy world what happens when influencers actually call brands out!

But first, the twins dive deep into how AI has infiltrated the beauty industry – from K-beauty brands posting AI videos to receiving ridiculous AI-generated briefs with stage directions for other people.

James shares his frustration about finding himself adopting an AI cadence when writing professionally, but here's where it gets messy: a brand actually took James's feedback about their AI videos seriously, deleted them, and responded positively!

James and Robert give the inside scoop into what happens behind the scenes when they call out brands directly for their nonsense. They share stories from brands they've "hated on" inviting them to take part in brand campaigns, the work brands have done to win the twins to their side and the times when "balance" is the way everyone wins.

The biggest revelation? Brands don't always watch what you say about them – except when they do!

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After a couple of weeks off, James and Robert are back with a brand new episode of The Double Cleanse… and this episode has a LOT of call outs.

We kick off by calling out magazine awards (which publication’s “Best of Beauty” awards might actually be a paid sponsorship?) plus Robert has some insight into when he won one of these “prestigious” awards.

The real conversation gets messy when James and Robert tackle the elephant in the room: expensive beauty trends and the "clean girl aesthetic" that's really just code for "looking rich".

They discuss how modern beauty trends - minimalism, old money vibes, clean makeup - are all designed to make you look like you have disposable income, don't need to work hard, and probably own a horse. The twins get passionate about people's right to buy nice things regardless of their financial situation, sharing personal stories about choosing between eating and buying foundation when they first moved to London.

They're also calling out influencers who are hypocritical: reviewing drugstore products for "relatable content" in one video, then unboxing their first Birkin in the next. The key question? Are these beauty trends actually about self-care, or are they just about looking rich?

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We’re tackling product waste and the beauty trends which need to go bye-bye on this episode of The Double Cleanse!

After discovering that Americans can actually return used cosmetics (!!), James and Robert are diving into the shocking amount of product waste in beauty retail. From damaged-on-purpose makeup to prevent theft and dumpster diving, to products that literally can't go back on the shelf even if they're unopened, the twins reveal just how wasteful the industry is.

Then they expose a particularly egregious TikTok trend: a woman bragging about returning her sixth perfume to Sephora in one week – products that immediately get thrown away instead of resold. The waste is real, and it's infuriating.

James and Robert are also predicting which beauty trends are about to go extinct! They're calling out the death of glossy, dewy lip products and hydrating lip oils are on their way out. They discuss the cyclical nature of trends: glass skin peaked, now we're heading into matte everything like it's the 90s all over again.

They also celebrate the return of peel-off masks, obsess over blue sheet masks and predict the rise of fruit-based skincare ingredients (apple, banana, avocado) making a major comeback.

Don't forget to subscribe and catch new episodes of The Double Cleanse every Monday!

*Product Recommendations*

Apollo Ipsum Sleepless Night Black Orchid

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