Beauty is as Beauty Does

I think YouTube’s beauty community tends to be a bit underappreciated. Underneath the drama and obviously forced collaborations lies a community that inspires me. No, seriously.

It’s easy to forget that the talented young people on YouTube do more than apply makeup under carefully positioned lighting. These influencers run a business. Although it looks like fun, I imagine that they work hard. I’m not sure if it’s worth multi-millions a year hard, but still. I can’t even get my life together to buy groceries and gas in the same week, and here these people are, figuring out contours and crafting the perfect cat-eye all while maintaining cosmetic sponsors worth more money than I could ever hope to have … and that includes my “win the lotto” retirement plan.  And have you seen the ones that can curl their hair WITH A FREAKIN’ FLAT IRON? I didn’t even know that was a thing. It’s impressive.

I can’t do makeup for shit. I’m horrible at it. But I do find myself giving the tutorials a try from time to time. Is it always a successful recreation? Ummm, no. Is it a hell of a lot of fun to try? Absolutely. Well, mostly. Okay, usually. Fine, if I’m being completely honest, it can be almost as frustrating as driving in heavy traffic, and we all know how I am when I’m driving in heavy traffic. One side of my face ends up tolerable and the other side, well, it turns out different, shall we say.

I still like watching the videos though. The whole thing with social influencers profiting from these beauty tutorials is a relatively new phenomenon.  Back in the day, if you wanted to learn how to do makeup, you experimented with a best friend (makeup… yeah, we’re talking makeup here…sheesh, get your minds out of the gutter, people!). Or had a visit with your friendly Avon or Mary Kay representative – and the pushy sales pitch that went with it. The lovely Elizabeth Arden coined the phrase “makeover” and provided the service in her salons with many others following suit. However, this was – and remains – an unattainable decadence to many, if not most. Now all you need is a WiFi connection and boom! you’re on the road to a perfectly contoured and highlighted night out on the town.

Yeah, yeah, yeah, I know that a lot of you are rolling your eyes right now. YouTube in general, and especially the “influencers,” are an oft-maligned group. However, much like the song lyric sites that save us all from embarrassment during our daily mobile concert commute to work, online tutorials (makeup or otherwise) are changing how we access information and learn new things… and they’re making this information available across the board. And given the fact that the individuals who do these sorts of things have managed to snag jaw-droppingly lucrative sponsorships as recompense for their time, I can’t help but think this younger generation has got it all figured out.