"These content creators themselves are in a problem."
Beautician Aliya Farooq has stirred major controversy after her recent remarks about social media influencers went viral online.
During her appearance on Subh Ka Samaa, the Karachi-based salon owner criticised today’s content creators.
She called them “beggars” who constantly request free products in exchange for collaborations.
Her comments quickly drew backlash from Pakistan’s influencer community, sparking a heated discussion about professionalism and respect within digital marketing.
Aliya said that her inbox is flooded with messages from influencers who offer to promote products without payment.
The beautician stated: “These content creators themselves are in a problem because they are asking for stuff that please give this to us for free.”
She added that many of them do not even show their faces and still demand collaborations from established brands.
Aliya further claimed that such influencers often know little about the products they promote and rely entirely on brand-provided content.
“We are giving you our very expensive products for free, and I don’t know how you are going to collaborate with it.
“Half of the public creators are faceless. They’re just working with their hands.
“Our products are related to the skin. If we give them our product, then we need exposure with their faces, not their hands.”
Her bold remarks were instantly clipped and shared across platforms, where they received sharp criticism from creators and audiences alike.
One creator responded, saying: “When brands give us products, it’s not free, we give them visibility, creativity and engagement in return.”
Another wrote that Aliya’s views reflected ignorance, noting: “User-generated content is now a global profession requiring marketing, editing and strategy.”
Creators argued that faceless content is a creative choice that focuses on storytelling and relatability, rather than appearance.
One commented:
“Calling social media influencers beggars is insulting their hard work and creativity.”
Many others questioned why a mainstream channel allowed such statements on air.
One person sarcastically asked how much Aliya paid to appear on television to promote her beauty brand.
Another wrote: “Seems like you got your two minutes of fame for your spa. Stop embarrassing yourself on national television.”
Critics also pointed out that many brands themselves often ask creators for free promotions, making Aliya’s stance appear hypocritical.
One user remarked: “You talk about creators begging, yet brands are in our DMs asking for free work.”
Others reminded her that modern marketing depends heavily on content creators who bridge the gap between audiences and businesses.
One said: “Brands these days cannot operate on social media without creators. Period.”
Aliya Farooq, who runs ‘Rejuve by Aliya Farooq’ in Karachi, has not issued any clarification since the viral backlash.
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