Cosmetic developer explains where drugstore dupes beat high-end makeup from @themarlenastell

The creator, a cosmetic brand owner named Marlena, introduces herself and her industry expertise to establish credibility. She then explains that consumers often overpay for makeup due to brand name and packaging rather than product quality. She systematically breaks down three product categories where this is most common—mascara, eyeliner pencils, and lipsticks—explaining that high-end and drugstore versions are often made in the same factories. For each category, she uses physical product demonstrations, holding up both expensive and affordable options to visually contrast the elaborate packaging of high-end items with the simple packaging of drugstore dupes, reinforcing her argument that the core formula is often identical.

Creator: @themarlenastell on TikTok

Video format

Yap

Video outline

  1. Establish insider authority
  2. Reveal industry secret
  3. Expose overpriced categories
  4. Justify affordable alternative

Hook overview

A confrontational statement that promises to reveal how a popular industry is deceiving consumers, creating an immediate 'us vs. them' dynamic and a strong financial incentive to keep watching.

Verbal hook

So let's have a serious conversation today about the products that makeup brands are ripping you off on.

Visual hook

A medium close-up shot of the speaker looking directly into the camera, creating an immediate and personal connection. Her expressive delivery and professional appearance establish authority from the first second.

Hook strategies

  1. credibility
  2. secrets-shortcuts
  3. opinions-polarization

Payoff

The final item on the list is presented, often with a nuanced take or personal example that reinforces the creator's expertise and leaves the viewer with a clear, actionable set of money-saving rules.

Narrative framework

The Industry Insider Exposé

Narrative framework logic

An expert with verifiable credentials reveals 'insider secrets' about a specific industry, exposing which high-priced items are not worth the cost and recommending affordable alternatives by deconstructing the value proposition (e.g., you're paying for brand/packaging, not quality).

Narrative framework breakdown

  • frameworkName: The Industry Insider Exposé
  • frameworkType: List-Style Narrative
  • coreLogic: An expert with verifiable credentials reveals 'insider secrets' about a specific industry, exposing which high-priced items are not worth the cost and recommending affordable alternatives by deconstructing the value proposition (e.g., you're paying for brand/packaging, not quality).
  • confidence: 95
  • pendingStatus: created

Topics: Makeup, Cosmetics / Skincare, Product Development, Branding

Concepts: Anti-Recommendation List, Tutorial / How To

Formats: Yap

Elements: Physical Product Demonstration, Jump Cut

Account types: Personal Brand

Transcript excerpt

So let's have a serious conversation today about the products that makeup brands are ripping you off on. For anyone who may not know who I am, my name is Marlena. I've been a cosmetic brand owner for over thirteen years, and I've worked with product development for even longer than that. And I've worked with labs all over the world, Canada, China, US, Italy, France. I've worked with a lot of different manufacturers. And a lot of times, some of the products that you're paying for is the name and the packaging, but not necessarily the product yourself. So these are the three top categories that I feel like you're paying for the name, not necessarily the product. The first one I have is mascara. Mascaras, a lot of the time, whether it's high end or drugstore, are made at the same manufacturers. What you are actually paying for is the brand name. So save your money and get a drugstore version. I'm telling you, the formula is gonna be just as good as a high end one. What you're paying for better than the name is the packaging. Like, this Mac Mascara is freaking amazing. I really love with this one. Has really cool packaging, but this is what you're paying for is the packaging. But when

566,400 views