Why do influencers drip makeup/products on their face right out of the container?

Why do influencers drip makeup/products on their face right out of the container? When did this start? Is there a reason for it, or did some dummy start doing it and now everyone thinks it's cool? I feel like they are wasting product because honestly it looks like too much product most of the time. ??
submitted by /u/Illustrious-Focus313

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