Have you ever been unsure about a beauty product and turned to the advice of a beauty guru before you spent your hard-earned cash? Yeah, us too. It turns out, there are a million others like us turning to YouTube’s beauty vloggers every day, and thousands of you tuning in to our brand-new YouTube beauty series - Carpool Cosmetics - for the exact same reason. Click here if you haven't seen it yet - and you know the drill... remember to subscribe!
Whether it’s to watch vloggers unbox their latest goodies or to learn how to master the perfect smoky eye, watching people play with a make-up collection of dreams has become utterly compulsive viewing. And it seems that cosmetic brands have caught on. The popularity of beauty vloggers such as the UK’s Zoella who has 12 million YouTube subscribers, may have something to do with the Dhs166 billion spent on make-up last year (globally, although we feel like we made a fair contribution), and many have released collaborations with the most-followed beauty gurus - NikkieTutorials recently released a collaboration with TooFaced, while Anastasia Beverly Hills joined forces with Amra Olević (AKA amrezy).
Sales still manage to soar even without the use of sponsored posts, as viewers also respect the honesty of beauty vloggers – most of which will leave a brutally transparent review if they’re not loving a product, and therefore lead us to spend on the ones that they deem to be the next big thing – no matter how high-end. Plus, watching vloggers on YouTube lets us know what to expect from each product, so we don’t spend an hour in Sephora with countless swatches and a bored significant other trying to figure out which nude lipstick is absolutely essential.
This generation is more confident and expressive with their make-up than ever, and a huge part of that is thanks to vloggers - often girls next door - showing that there's no need to be intimidated by professional make-up techniques such as strobing and baking. YouTube has become the perfect educational platform to learn the skills we need to look #flawless IRL. And in the process, beauty brands are raking in the profits made from the accessibility of girls just like us showing how it's done.
Photos: Courtesy of Sephora and Instagram