Buying new makeup products because our favorite creators used them is not anything new or foreign. If we recall the Youtube beauty channel empire of the 2010s, we remember running to the makeup store as soon as videos dropped. We all desired to be able to paint our faces the same way, despite how much it may break the bank.
Even though we have been following makeup trends for years, the new age of influencers and the expansion of social media has only made our pockets hurt even more than they did then. With quicker access to influencers and how many online content creators there are now, we see new products almost daily. As common as we see our family members photos, we see advertisements for the hottest makeup product on the market.
Wanting to keep our makeup bags fresh and filled with the most popular products is not an issue. These products are popular for a reason. They last all day, they cover blemishes in the perfect way, and we feel a sense of confidence after completing our routines. Influencers have our makeup bags by the handles, and while some may claim consumerism, this is a wonderful usage of social media. For young people who may not have someone in their lives teaching them about makeup, they have access to older individuals who can teach them how to properly wear it. A sense of community is created by the nonstop online chatter surrounding the beauty industry.
Along with building a community, influencers often cater to their audiences when it comes to price tags. Rather than a constant promotion of the top brands and most expensive products, we are seeing more and more creators finding “dupes” of the pricy items. These are makeup products that do the same as the high-end ones, but for an affordable price. Without social media, individuals who love makeup and desire to keep up with the trends can still be a part of the experience.
Our makeup bags may be overflowing, but the online beauty community is sacred for those with a love of makeup and all things beauty-related. Like all industries, the beauty world is shaped by online presence and the ones promoting all the newest products, tips, tricks, and routines. We open Instagram, or TikTok, and suddenly we are racing to the closest Sephora!
