I don’t wear makeup. Not for any particular reason, and not because I have a strong stance against it. I just never truly picked it up. I’ve never owned a foundation brush, never contoured my cheekbones and couldn’t tell you the difference between warm and cool tones if my life depended on it.
Still, I’ve spent more hours than I’d care to admit watching other people paint their faces into art.
It started with a simple GRWM — Get Ready With Me — video. Then, slowly, it became a comfort. Now, anytime I come across that type of content, I reflexively stop scrolling and watch.
There’s something mesmerizing about it that keeps pulling me back. Full disclosure: I love watching ASMR videos to unwind or fall asleep. Makeup videos bring a similar kind of calm. The taps of brushes, the clicks of lipstick tubes opening and closing, the sounds of someone quietly narrating their process — it’s unintentionally relaxing in the most perfect way.
But it’s more than just ASMR. It’s not only a skill, though I’m genuinely impressed by anyone who can turn their eyelids into watercolor paintings. It’s art. It’s expression. It’s transformation.
As a viewer, I get to witness this change — from bare faced to full glam. Each step is intentional. Each look is a vision. These creators are expressing something about themselves, and we’re able to witness that creativity come together in real time.
And then there’s the talking.
Most makeup creators don’t just demonstrate their makeup process, they share stories. They chat with us about everyday things: what they’re doing this weekend, something funny their friend said, what they picked up at the store. It feels like FaceTiming a friend while they get ready. There’s a sense of connection, of being included in someone’s routine — even if I’m not applying mascara along with them.
So no, I don’t wear makeup. I may never learn to contour my nose or master the perfect blush. But that doesn’t stop me from appreciating the process, the peace and the art behind it.
In a fast-scrolling world, these videos help me slow down and simply enjoy the moment.
And honestly? That’s a kind of beauty too.
