Make up styles and fashion trends have always been something that’s at the forefront of the media. The yearly Fashion Weeks from New York to London. The variety of beauty brands from Dior to Revlon, always bringing out new products. However, in today’s age, the hype of beauty products and fashion has turned to the digital online world. To the world of YouTube, or as Refinery29 call it “An Incubator For Beauty Experts”.
Finding the niche
For those of you who don’t live in a hobbit hole and avoid all social media, then the names Zoella (Zoe Sugg), Tanya Burr and FleurDeForce should all ring a bell. These ladies are just three of the many beauty and style gurus that post videos on YouTube and also write their own blogs.
There are many other individuals from across the globe creating their own future and have found their niche in YouTube.
These YouTubers or ‘gurus’ as they are sometimes referred to have begun to take over. Influencing the world, one video at a time. The accounts of these online celebrities have hundreds of thousands of subscribers.
Zoella
Furthermore, these online celebrities are not only changing their own lives but also the reputations of brands that they are associated with. The Huffington Post revealed that when Zoella featured on the cover of Company magazine, the online interaction with the publication increased by 87%. This isn’t surprising given that on YouTube she has over ten million subscribers and on twitter a following of over six million people. She’s also been named the 4th most popular YouTube channel in the UK according to Business Insider. Yet, despite this fame she still says “I don’t feel like a celebrity. I just feel like…me“.
Something like a phenomena…
The fan bases that these influencers have consist of all age groups, races and genders. We can take to the online platform to learn from these people and the influence that they have had is huge.
We can subscribe to their YouTube channels and learn a variety of skills from the comfort of our own home. The videos range from learning how to apply foundation and get that flawless finish, to finding out about the latest product releases from worldwide beauty companies.
If you haven’t experienced this for yourself then just look around. Teenage girls look very different today in comparison to ten years ago. These girls are taking to the online community to learn their skills and they have the Youtube sensations to thank. We are able to trial the make up looks from the confides of our home, making girls feel more confident with the look when they step out.
As stated by VisionCritical, the popularity of these YouTube celebs is only going to increase. Their content will become more and more accessible, and therefore we are able to engage and relate to these individuals more, which is why their popularity is on the rise.
“I think the girls who watch my videos can relate to me as I’m not a traditional celebrity that seems unattainable, I’m still just a normal girl despite my large following.” – Tanya Burr
Events
These online influencers also are able to meet their fans. Every year London holds an event called ‘Beautycon‘. The online personalities go to the event and hold panels. They are able to describe their own experiences and talk to those who they have inspired. There is also opportunity to meet these online stars so that the audience are able to meet them in person. The fact that this event exists shows the great influence that they have had to the audiences.
One of the influencers who recently went to ‘Beautycon’ is British YouTube star, Niomi Smart. She is know for her online beauty tutorials and also for healthy eating videos. She vlogged the experience for her viewers so that it could be shared on the online platform.
Another British guru who has been a huge influence, not just in the UK but across the world is Tanya Burr. Tanya started her YouTube channel back in 2009 and since them she has shot up in the online community. She now has two youtube channels, a blog, social media accounts across many platforms including Instagram and Snapchat and also has her own make-up line. Her success comes as a result of the huge fan base that she has accumulated from her work in the online world.
The Network
Tanya is attached to the network, Gleam Futures . Her colleagues include Niomi, Zoella and other famous stars such as Pixowoo and AModelReccomends, all of which who have gone on to release products as a result of their online success. This is a huge sign of the influence that they have as brands are willing to collaborate with them as they know that they products will be purchased. These ladies are a great influence for the younger generation as it proves that hard work and dedication will reward you.
Although this blog has focused on UK gurus that have been taking over our online viewing habits, the 14.9 billion beauty videos on YouTube have many international authors such as Jaclyn Hill and Lauren Curtis. So, keep those perfectly eye shadowed eyes peeled, you never know who might be popping up next!
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