To anyone active in the online beautysphere, the overwhelming response to the festival may not be all that surprising. After all, a survey commissioned by Variety last year found that among U.S. teens, YouTubers were the most influential figures, eclipsing A-listers like J Lawr and Katy Perry. Within the realm of beauty, these YouTubers inform devotees on what makeup to buy and how to wear it — bridging the gap between the professional and amateur cosmetics worlds.
In the past, the only way you could learn about makeup without going to school for it was through books, and even then those only had illustrations that were just rubbish.
Meanwhile, in New York’s Soho shopping district, there is #, (pronounced “hashtag”) — a store dedicated to stocking indie brands like Gerard Cosmetics, L.A. Girl, and Sugarpill. They may not be your typical household-name labels, but they have something in common: massive followings on Twitter, Instagram, and YouTube.
The brands that are leading the charge today...are [informing] the consumer through their social-media work.
Social media isn’t just a platform to share products; it’s opening doors for an entirely new category for makeup that performs well on- and off-camera. In the past few years, the “selfie” has become a household term. The word has become a permanent entry in Webster’s Dictionary, selfie sticks are ubiquitous, and you can’t walk into a beauty-supply store without being barraged by products marketed for selfies.
With technology changing, and our phones and cameras advancing at rapid speed, there is a demand for makeup to meet those standards.