Beauty influencers come with different levels of authority and credibility on the subject, but effectively they all say the same thing "this stuff is out there and this is my opinion of it". Some have qualifcations (medical or otherwise), others have "expertise" gained through experience (eg as journalists, SAs, or dedicated "amateurs"). Of course they can all be bought, and not all declare their affiliations so, knowing all this, we use our judgment as to whether we value their opinions.
Other influencers - like Jo Good aka MiddleAgedMinx- are the "personality" type who promote products with no authority or expertise at all. They have no problem stating or implying that they use and like a product, even when it seems likely that they don't. They'll punt anything in their own name for a buck and must hope that they'll find enough gullible punters to click on their links, while being as non-transparent as they can get away with - why should they sully their fun YouTube vlogs or IG posts with an ugly #AD declaration?
It seems likely MAM is fine with this as the MO for her Plan B, She is also has no qualms in using her position as a BBC Radio London presenter to direct viewers to her socials, which contain such (not always delcared) ads.