What 100 Influencer Brands Reveal About Fake Sustainability

You wanted to support a small brand. So you scrolled past the Sheins and the Zaras. And you picked the one created by that influencer you’ve followed for years.
It felt… different. It said “ethically made.” It said “curated for you.”
So you thought maybe this one is different.

If that sounds familiar, you’re not alone. And you’re probably being lied to.

The Illusion of ‘Curated’

While building Shezaar over the past eight months, I’ve audited hundreds of “ethical” and “sustainable” fashion brands for our transparency database.

And behind every brand claiming to “empower women through confidence and individuality,” there’s often a bulk order from Alibaba waiting to ship.

In fact, in my recent audit of a 100 influencer-founded brands:

• 80% of these brands sourced at least part of their inventory from mass-production suppliers like Alibaba or AliExpress.

• Around 75% of each brand’s products were identical across multiple “labels.”

• Nearly 60% of their About Us pages contained templated phrases like “thoughtfully curated,” “for the modern muse,” or “handpicked with love.”

According to an EU Commission report, 56% of sustainability claims in fashion are unsubstantiated or misleading (the highest rate among consumer industries).

And yet, these brands keep thriving and dupe millions of followers. Not because people don’t care, but because the brands have become very good at pretending that they do.

The Language of Lies

The influencer-to-brand pipeline thrives on the sweatshop model. What used to take a team of designers, pattern-makers, and production specialists months can now be done using Canva, AliBaba, and Shopify within two weeks.

We are officially in an era where aesthetics are more valuable than authenticity.

But the silver lining for their lack of originality is that we can learn to identify these brands. So, let’s look at some of the most common language these brands use and what they actually mean:

1. “Thoughtfully curated” - All the products were probably picked based on TikTok trends from a drop-shipping catalogue

2. “Limited edition” - This “brand” is most likely trying to create a sense of urgency but will restock this style depending on the demand

3. “Made for confident women” - This is just marketing words to make you feel emotionally connected

4. “Affordable luxury” - There is nothing luxurious about the products and it is just marked-up polyester you’ll sweat through in a week

How to Protect Yourself From the Pretty Lie

If you care about what you buy and where you spend your hard earned money, here’s a practical checklist. One that’s saved me from dozens of “aesthetic scams”:

1. Check the material composition.
   If the brand tries to hide the fabric breakdown or just says “premium feel,” assume it’s synthetic. Real transparency starts with what’s in the garment.

2. Read their About page.
   Understand their story and their mission. If the influencer’s story sounds like they “found a gap in the market for confident women who love fashion,” close the tab. Remember, real brands talk about process, people, and materials. Fake ones talk about vibes, empowerment, and confidence.

3. Reverse image search.
   Drop the product photo into Google Image Search. You’ll be amazed just how many “independent” brands sell the exact same thing sometimes with the same model photo.

If you’ve ever bought from one of these “influencer brands,” you’re not gullible you’re targeted. The entire industry bets on the fact that you want to be good.

But goodness shouldn’t be this hard to verify.

That’s why we’re building Shezaar a free browser extension and app that acts as your transparency filter and discovery tool.

When you visit a product page, Shezaar shows you:

• What it’s actually made of and how safe is it

• Whether the brand shares labor and sourcing practices

• If the impact claims hold up

• And better, vetted alternatives from small independent brands

No more squinting at vague buzzwords or falling for curated captions.

Our mission is to give conscious shoppers what they’ve always wanted: proof.

So, the influencer brands will keep multiplying. The polyester will keep coming. The captions will keep getting prettier.

But we will get smarter, sharper, and less easy to fool.

Because fashion doesn’t need more “curators.”
It needs custodians. People who care enough to look closer.

And if you’re still reading this, that’s already you.

So, download Shezaar to your browser and shop a little smarter.