A beauty YouTuber is an individual who creates content for

YouTube YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...

, publishing videos in the realm of

cosmetics Cosmetics are substances that are intended for application to the body for cleansing, beautifying, promoting attractiveness, or altering appearance. They are mixtures of chemical compounds derived from either Natural product, natural source ...

fashion Fashion is a term used interchangeably to describe the creation of clothing, footwear, Fashion accessory, accessories, cosmetics, and jewellery of different cultural aesthetics and their mix and match into Clothing, outfits that depict distinct ...

hairstyling A hairstyle, hairdo, haircut, or coiffure refers to the styling of hair, usually on the human head but sometimes on the face or body. The fashioning of hair can be considered an aspect of personal grooming, fashion, and cosmetics, although ...

, and

nail art Nail art is a creative way to paint, decorate, enhance, and embellish nails. It is a type of artwork that can be done on fingernails and toenails, usually after manicures or pedicures. History The exact origin of nail treatments is uncle ...

. In 2016, there were more than 5.3 million beauty videos on YouTube, with 86% of the top 200 beauty videos created by individual beauty vloggers, as opposed to marketers using the platform to promote cosmetic brands.

Background and industry trends

In 2015, there were more than 45,000

YouTube channel YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in San B ...

s specializing in fashion and beauty-related content. The number of popular beauty "mega influencers," a term used to depict an influencer with over 1 million views per month, started to increase, generating billions of views on beauty-related videos with an average of 700 million views per month in 2013. The most common hashtags used on YouTube are #makeup and #skincare in beauty influencer content. In both the United Kingdom and the United States, beauty vlogging is a rapidly growing industry.

Impact

Beauty YouTubers provide viewers with life advice, beauty tips, personal stories, comedy, and fashion advice as a way to relate to their audience. With their content, cosmetic companies are provided feedback from both the beauty vlogger and their viewers on their products. One of the most popular categories of video is “Get Ready With Me" (often shortened to the acronym "GRWM"). These videos are tutorials that demonstrate the beauty YouTuber's daily beauty routines as they get ready in the morning, prepare for an event, or get ready for sleep.

Types of videos

Beauty-related content can be divided into specific subcategories in respect to its distinct features. These subcategories include but are not limited to: * Tutorials which demonstrate the use of makeup or hair products. ** Some tutorials, but not all, may be based on a specific theme (e.g. holidays, seasonal, etc.) * Makeup routines for a specific look. * "Get Ready With Me" videos. * Fashion routine videos for a specific outfit, or "

lookbook A lookbook is a collection of photographs compiled to show off a model, photographer, style, stylist, or clothing line. Usually, bloggers or vloggers will "model" fashionable looks for that month or season. This gives viewers ideas on how to sty ...

s". * Favorites or

haul video A haul video is a video recording posted to the Internet in which a person discusses items that they recently purchased, sometimes going into detail about their experiences during the purchase and the cost of the items they bought. The posting of h ...

s, which discuss the vlogger's recently purchased or acquired makeup products. ** Anti-hauls, which discuss the vlogger's dislike for certain makeup products. * Product reviews for makeup and hair products. * Commentary and gossip,

colloquially Colloquialism (also called ''colloquial language'', ''colloquial speech'', ''everyday language'', or ''general parlance'') is the linguistic style used for casual and informal communication. It is the most common form of speech in conversation am ...

referred to in the community as "

tea Tea is an aromatic beverage prepared by pouring hot or boiling water over cured or fresh leaves of '' Camellia sinensis'', an evergreen shrub native to East Asia which probably originated in the borderlands of south-western China and nor ...

" or "drama". *

Vlog A vlog (), also known as a video blog or video log, is a form of blog for which the medium is video. Vlog entries often combine embedded video (or a video link) with supporting text, images, and other metadata. Entries can be recorded in one ta ...

s (video blogs). * Q&A or "chit-chat" videos about the vlogger's personal life.

Notable beauty YouTubers

Shown below is a table showing the YouTubers with the most subscribers. The

Shorty Awards The Shorty Awards (also known as "The Shortys") are awards for outstanding and innovative work in digital and social media content by brands, advertising agencies, and creators. The awards, which generally focus on short-term content, honor achiev ...

have been honored several beauty YouTubers in the "YouTube Guru" category. Recipients of this award include American YouTuber Michelle Phan in 2015; British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016;

NikkieTutorials Nikkie de Jager-Drossaers (; born 2 March 1994), known online as NikkieTutorials, is a Dutch make-up artist, model and beauty YouTuber. She gained online popularity in 2015 after her YouTube video "The Power of Makeup" became popular and ins ...

in 2017 and

James Charles James Charles Dickinson (born May 23, 1999) is an American beauty YouTuber and makeup artist. While working as a local makeup artist in his hometown of Bethlehem, New York, Charles started a YouTube channel, where he began uploading makeup tu ...

in 2018.

References

{{YouTube navbox Beauty YouTuber

Background and industry trends

Impact

Types of videos

Notable beauty YouTubers

See also

References