Thinking more on that dupe hunting mentality and buying Aldi and Poundland makeup hoping it’ll be amazing... Most people now in their 30s, I’m assuming, want some nice skincare and nice makeup that they enjoy using, makes them feel and look good and that sometimes might feel like a treat to wear. They generally don’t have a 9 drawer Alex unit full of makeup, and don’t have all the time to sit round playing with it in a dedicated room. Probably have lives, family, full time job, real hobbies.
This is where I think her channel(s) seems conflicted, buying handbags that cost a grand, trying out Aldi tinted moisturiser. People her age are probably in the middle, buying the majority of their makeup from mid-high end (from L’Oréal/Revolution - MAC/Nars type price maybe) and their fashion from ASOS/H&M/Zara/Topshop and starting to look at more sustainable brands. These people still have the odd Primark dress and a Chanel lipstick as a birthday treat. She is completely at either end, Primark and Chanel and very little in between, like some weird stubbornness or massive outdated loyalty to her Budget Beauty ‘brand’.
(Massive generalisation of people that age I know)