Two separate viral mascara moments blew up on TikTok last week, prompting some to question whether “algospeak” — internet slang to get around harsh moderation guidelines — is as effective as users think.
Julia Fox found out that the "mascara trend" wasn't about makeup. Elsewhere, beauty influencer Mikayla Nogueira was criticized for an actual mascara ad.Chelsea Stahl / NBC News
Depending on what your algorithm feeds you, you may find yourself confused about what exactly people are talking about. Or, you may find yourself in a position similar to that of actor Julia Fox, inappropriately engaging with a video for which you have no context. “Hey babe I’m so sorry I really thought u were talking about mascara like as in make up. I’m sorry that happened to u,” she wrote.Whipple was participating in the “mascara trend,” which has encompassed a wide range of videos about sex, sexual assault and relationships. According to, the trend started after a user posted about losing their “mascara” in a Jan. 12 TikTok.
“It seems to have popped up out of nowhere last week, but it’s part of a pattern of what we’re seeing with algospeak,” Holliday said. “It’s changing really, really fast because the whole point of algospeak is to avoid censorship. So, as soon as TikTok figures out what people are using as a code word, it gets banned, and then they have to move on to something else. Nobody can keep up with the life cycle of this slang because it’s moving too fast.
What is so difficult about TikTok is people are creating for an audience that might be really different than who actually sees it. And so, in that way, people have sort of lost control over meaning.Mikayla Nogueira, a popular beauty TikToker, was accused of lying about wearing false eyelashespromoting the L’Oreal Telescopic Life mascara. In the post, she stitched another creator using the mascara and claimed the product “literally just changed my life” and “looks like false lashes.
Holliday said that the meaning of words “only exists in context.” In the real world, when people talk to each other, they negotiate meaning within a conversation and are able to clarify when they feel like they’ve been misunderstood.
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