Everyday, new photos and videos are uploaded to social media sites, portraying the glitz and glam of life as high-profile social media beauty guru. Fans of such gurus as Jeffree Star, Jaclyn Hill, Manny Mua, and KathleenLights, watch on as they see the ever-growing success of their Internet idols. These seemingly ordinary people have had to overcome adversities such as anxiety, impoverishment, and discrimination, but with their success, their stories seem like modern-day fairy tales, all carrying a similar message: that if you are determined and work hard, dreams really do come true.
Any makeup lover will tell you that beauty YouTubers and Instagrammers are the ones to consult for all things makeup. They inform their viewers of the latest trends, offer reviews on new products, and constantly produce beautiful tutorials. Beauty fans all have a select few they subscribe to, over time developing a relationship that feels personal. This is because they have a clear knowledge on all things beauty and seem to give honest, fair reviews on the makeup they try, earning fans’ trust.
One of the amazing opportunities that has become an increasing trend in the makeup industry is the chance for a high-profile beauty guru to collaborate with a makeup brand to produce a product or a collection, or even for them to create their own brand. Because of their perceived knowledge of all thing beauty, when gurus release their own products, sometimes in collaboration with major cosmetics companies, fans rush to get their hands on them before they sell out.
Jeffree Star, born Jeffrey Lynn Steininger, is an androgynous makeup artist, model, and performer, who was once one of the biggest stars of Myspace as a result of his self-released music (Gamson, 2011). Jeffree joined YouTube in February of 2006 where he continued posting his own music videos and other vlog-style videos, but did not start posting regularly scheduled videos until December, 2015. Jeffree Star launched his self-titled cosmetics line on November 27th, 2014. The brand has seen phenomenal success, as he continuously releases new colors and products with sell-out launches. His products are highly-esteemed among other beauty influencers due to their ethical production and high quality. Jeffree Star now has almost 1.5 million subscribers on his YouTube channel and 2.5 million followers on his personal Instagram account, where he consistently posts beauty-related content, often featuring his own makeup line. Jeffree has also just announced on his Instagram that he will be collaborating with Morphe Brushes to produce a brush set in for Summer, 2016.
Jaclyn Hill is a self-taught, professional makeup artist, who was born and raised on a Pig Farm in Illinois. Jaclyn joined YouTube in 2010, after being encouraged by her clients at MAC Cosmetics to film makeup tutorials, to teach them the tips and techniques of the trade. Jaclyn currently has over 3 million subscribers on her YouTube page, and 2.7 million followers on her Instagram page. Jaclyn’s social media success has resulted in a number of opportunities. Jaclyn has been able personally contribute to make up brands, however, her most notable collaboration would be with high-end cosmetic brand, Becca Cosmetics. Her first collaboration with the brand, Champagne Pop, launched in 2015. In the first twenty minutes of it being on sale, online retailer sephora.com sold a record-breaking 25,000 compacts. Originally the pressed powder highlighter was released as limited-edition, however, as it kept selling out, it was eventually made permanent. As an extension of Champagne Pop, the Champagne Collection has just launched which includes the Champagne Glow face pallet, an eyeshadow pallet, and three different versions of the original Champagne Pop highlighter. The collection was first released online on May 26th, 2016 at 12 p.m. These (extremely) specific launch times are obviously necessary for fans who wish to buy the product, as an exclusive limited-edition preview sale of the face pallet on Sephora’s mobile site sold all 20,000 units in just 90 minutes. The collection is to launched in US stores on June 16th, 2016 and in Australia on July 7th, 2016.
Kathleen Fuentes, more commonly known as KathleenLights, joined YouTube in January, 2013. She now has 1.2 million followers on Instagram, more than 2.2 million subscribers and over 188 million views. On her social media platforms, she describes herself as a beauty vlogger, who loves coffee and dogs, and ‘who happens to have a small obsession with all things beauty’. Kathleen was one of the first YouTubers I ever subscribed to, and she continues to inspire me. Through YouTube and Instagram, Kathleen has become friends with a number of people in the industry, from other influencers to makeup brands, and has had the chance to create her own makeup products via collaboration. Kathleen has collaborated with ColourPop, an online cosmetic company based in Los Angeles, to create eight eyeshadows, three lipsticks, three lip pencils, and one liquid lipstick, all of which have seen incredible success. She also collaborated with Ofra Cosmetics, a leading manufacturer of professional skincare and makeup, to create two liquid lipsticks. Although they did not contribute to the product’s production, Kathleen, Manny Mua and PatrickStarr recently collaborated with Benefit Cosmetics to promote the new Benefit Cosmetics Cheekathon Pallet.
Manny, known as Manny Mua, first gained recognition when he created an Instagram page dedicated to cosmetics in March, 2014 and then a YouTube channel in July, 2014. Since then he has gained over 1.9 million Instagram followers, over 1.2 million YouTube subscribers and over 46 million views on YouTube. He describes himself as a ‘BOY BEAUTY VLOGGER’, and believes that makeup is ‘GenderLESS’. He uses his beauty channel to teach beauty tutorials, as well as posts beauty hauls, favorites videos, challenge videos, tag videos, and vlogs. His Instagram account is scattered with pictures of his journey, including makeup looks, brand collaborations and encounters with celebrities. Since his journey began, Manny has gone on to meet and befriend some of the biggest names in the industry, such as Jeffree, Jaclyn, Kathleen, PatrickStarr, chrisspy, and bretmanrock. He has also had the opportunity to work with numerous makeup brands, including Morphe Brushes, Gerard Cosmetics, Makeup Geek Cosmetics, Benefit Cosmetics and Ofra Cosmetics. Due to the success of his collaboration with Ofra Cosmetics, the limited-edition liquid lipsticks have been made part of their permanent collection.
Jeffree, Jaclyn, Kathleen, and Manny are not the only Gurus that have seen this degree of success, with their social media popularity and the opportunity to collaborate with renowned makeup brands. More and more influencers are being given the same opportunity. In a recent video that Jeffree posted on his YouTube channel, in which he reviewed another influencer’s upcoming collaboration with Tarte Cosmetics, he said, ‘I just want to say that I think it is so amazing that all these YouTubers are collabing with really huge brands. It’s just wild because I come from working at the MAC counter, and back then only huge corporations… they would collab with like huge celebrities… The fact that all these brands are believing in YouTubers and Makeup artists I think is really, really dope.’ For lists of other existing or upcoming collaborations between beauty gurus and makeup brands, check out the following articles by Shea Simmons, Emily McClure, and Nylon Singapore.
Obviously, hard work, passion, and dedication goes in being a full-time beauty guru. Filming, editing, and promoting is both time and energy-consuming as is, so add in additional projects such as these collaborations, and this leads to a lot of stress and sleepless nights – the reality of life as a beauty influencer will be discussing further in my next post. However, I feel as if the-behind-scenes work of high-profile beauty gurus is often overshadowed by the continuous snaps, tweets, Instagram pictures, and vlogs about new product launches, generous gifts from brands, celebratory parties, and even business trips to exotic places. If you want my insight into the reality of life as a beauty influencer, then please, go ahead and check out my next post.
All images in this post were used with the permission of the photographer.
Gamson, J 2011, ‘The Unwatched Life Is Not Worth Living: The Elevation of the Ordinary in Celebrity Culture’, Publications of the Modern Language Association of America, vol. 126, no. 4, pp. 1061, – 1069.