Beauty YouTuber

A beauty YouTuber, commonly referred to as a beauty vlogger, beauty guru, or beauty influencer, is an individual who creates and posts videos to YouTube about cosmetics, fashion, hairstyling, nail art, and other beauty-related topics.[1][2] As of 2016, there were more than 5.3 million beauty videos on YouTube, and 86 percent of the top 200 beauty videos were made by beauty vloggers as opposed to beauty brands.[3][4]

As of 2015, there were more than 45,000 YouTube channels specializing in fashion and beauty-related content.[5]

While few have been credited as pioneers in this industry, there have been dozens of beauty influencers to arise since, with billions of views on beauty-related videos, and an average of 700 million views per month in 2013.[6]

In the United Kingdom, as well as the United States, beauty vlogging is a rapidly-growing industry that attracts 700 million views per month.[7]

Impact

Beauty YouTubers often attempt to provide viewers with life advice, while disclosing stories about personal experiences. They might also share their positive and negative encounters with certain beauty products through trial-and-error, and/or demonstrate how to perform particular techniques in order to achieve specific makeup looks. While giving this information, these channels also sometimes provide a forum for feedback.[8]

One of the most popular categories of video is “Get Ready With Me" (often shortened to the acronym "GRWM"). These videos are tutorials that showcase the beauty YouTuber's daily routines as they get ready in the morning, prepare for an event, or get ready for bed.[9]

Video styles and equipment

Through these vlogger's YouTube channels, various playlists can be found where all beauty-related content is divided into specific subcategories in respect to its distinct features. These subcategories include but are not limited to:[10][11]

  • 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 "lookbooks".
  • Favorites or haul videos, which discuss the vlogger's recently purchased or acquired makeup products.
    • Anti-hauls, which discuss the vlogger's dislike for certain makeup products.[12]
  • Product reviews for makeup and hair products.
  • Commentary and gossip, colloquially referred to in the community as "tea" or "drama".
  • Vlogs (video blogs).
  • Q&A or "chit-chat" videos about the vlogger's personal life.

A beauty Youtubers video may fit one or more of these categories. The medium does not require much in the way of expensive equipment or technological proficiency compared to traditional media. The most basic videos require only a computer with a webcam, an Internet connection and basic editing software. The accessibility of the means to produce a vlog has contributed to the popularity and widespread production of videos in this format.[13][14]

Notable beauty YouTubers
Yuya, the most-subscribed beauty YouTuber

Shown below is a table showing the YouTubers with the most subscribers.[15]

Rank Channel name Country Language Subscribers (millions)
1. Yuya Mexico Spanish 24.8
2. James Charles United States English 23.9
3. jeffreestar United States 15.8
4. NikkieTutorials Netherlands/United States 14.3
5. SaraBeautyCorner Norway[16] 10.6
6. Mari Maria Brazil Portuguese 10.5
7. Bethany Mota United States English 9.5
8. Pautips Colombia Spanish 9.05
9. Bretman Rock Philippines/United States English/Ilocano 8.86
10. Michelle Phan United States English 8.69

The Shorty Awards have honored several beauty YouTubers in the "YouTube Guru" category. Recipients of this award include American YouTuber Michelle Phan in 2015;[17] British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016;[18] NikkieTutorials in 2017 and James Charles in 2018.[19]

See also

References
  1. Mau, Dhani (2014-01-30). "How the Fastest-Rising Beauty Vloggers Found YouTube Success". Fashionista. Retrieved 2017-11-28.
  2. "YouTube: beauty content category views 2017". Statista. Retrieved 2017-11-28.
  3. "YouTube: annual beauty content views 2017". Statista. Retrieved 2017-11-28.
  4. Brown, Rachel (2016-09-28). "New Study Concludes Influencers Rule the Social Media Beauty Landscape". WWD. Retrieved 2017-11-28.
  5. Androulaki-Ralli, Georgia (2015). The Leading Role of Influencers in the YouTube Beauty Community (PDF) (Master's Thesis). Linnæus University. Retrieved 2017-12-19.
  6. "Making Sense of Beauty Vlogging".
  7. Eva Wiseman (20 July 2014). "Lights camera Lipstick: With millions of viewers - and millions of pounds changing hands - online beauty tutorials are one of Britain's fastest-growing businesses". The Observer. ProQuest 1546486142.
  8. "The Revolution Will Be Soooo Cute: YouTube "Hauls"and the Voice of Young Female Consumers" (PDF). Archived from the original (PDF) on 2016-04-06. Retrieved 2016-03-25.
  9. "Makeup, YouTube, and Amateur Media in the TwentyFirst Century. Crash Cut".
  10. "Carli Bybel". YouTube. Retrieved 2017-04-25.
  11. "Jaclyn Hill". YouTube. Retrieved 2017-04-25.
  12. "There's A Seriously Problematic Side to All Those YouTube Hauls People Love". Allure. 2017-04-21. Retrieved 2022-11-28.
  13. "Makeup, YouTube, and Amateur Media in the TwentyFirst Century" (PDF). Crash Cut.
  14. "Watch Time on YouTube".
  15. "YouTube most subscribed beauty channels 2017". Statista. Retrieved 2017-11-27.
  16. "Under the Influence of…a Norwegian vlogger with flare". StreamDaily. 2014-04-16. Retrieved 2017-11-27.
  17. Schaefer, Megan (2015-04-21). "Shorty Awards 2015 Winners: Full List Of Celebrities, Bloggers And Social Media Mavens Who Walked Away With An Award". International Business Times. Retrieved 2017-11-27.
  18. Lee, Ashley (2016-04-11). "Shorty Awards: The Complete Winners List". The Hollywood Reporter. Retrieved 2017-11-27.
  19. "Nikkie Tutorials". The Shorty Awards. Retrieved 2017-11-27.
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