Take the case of Jadé Marie — you might better recognize her by her online alias, JadeyWadey180 on Instagram and YouTube. The now holistic esthetician launched her career in beauty at 19 years old, sharing dramatic makeup transformations on YouTube and Instagram — false eyelashes, contour, the whole nine. She moved from Utah to L.A., grew her followers to over a million, and did the beauty influencer thing (brand trips, PR hauls, etc.). Then in late 2019, Jadé looked in the mirror and didn’t recognize herself under the makeup and lip filler. She realized the glam content and online persona she’d built for over a decade no longer resonated, so she endeavored to rebrand.