The year had started with a crisis. June had built her career on what she called "curated chaos"—a blend of high-fashion editorials shot in decommissioned Soviet buildings and tearful, unscripted breakdowns about her anxiety, all interspersed with affiliate links for $400 candles. By early 2025, the algorithm had turned on her. Engagement was down 18%. The comment sections had grown stale: "June used to be real." "Too much product placement." "We miss the old you."
A qualitative content analysis was conducted on June Liu’s publicly available posts from June 1–30, 2025 across three platforms:
Liu’s 2025 content strategy prioritizes raw, unedited "vlog-style" snippets over curated galleries. By utilizing platforms like TikTok and Instagram Reels for low-fidelity "brain dumps," she has fostered a community that feels like a friendship rather than a fan base. 2. Educational Pillar: "The Business Behind the Beauty"
