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Beauty YouTuber

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A beauty YouTuber, commonly referred to as a "beauty vlogger", "beauty guru", or "beauty influencer," is a person who creates and posts videos to YouTube about cosmetics, fashion, hair-styling, 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, YouTube counted more than 45,000 YouTube channels specializing in fashion and beauty-related content.[5]

One of the first beauty vloggers was Michelle Phan, who joined YouTube in 2006.[6] Since then, there have been billions of views on beauty-related videos, with an average of 700 million views per month in 2013.[7] In 2015, 45.3 billion views on these YouTube videos were recorded.[8]

In the United Kingdom, beauty vlogging is a rapidly-growing industry that attracts 700 million views per month.[9]

Impact

Beauty YouTubers often provide viewers with life advice while disclosing stories about personal experiences, share their positive and negative encounters with certain beauty products through trial-and-error, and demonstrate how to perform particular techniques in order to achieve specific makeup looks. While giving this information, these channels also provide a forum for feedback.[10]

According to the article journal of University of Calgary, one of the most popular categories of video is “Get Ready With Me's (often shortened to the acronym "GRWM"). These videos showcase how beauty YouTubers get ready for certain occasions, what is happening in their day-to-day life and show their daily rituals, whether it be a trip to the mall, special event, or even to just to go to bed.[11] This format combines elements of a tutorial and the vlogger's routine.

Besides creating videos, beauty YouTubers typically take part in media events such as BeautyCon[12][13] and Vidcon.[14][15]

Video styles and equipment

Through these vloggers' 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:[16][17]

  • 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.[18]
  • Product reviews for makeup and hair products.
  • Commentary and gossip, colloquially referred to in the community as "tea" or "drama".
  • Vlogs.
  • Q&A or "chit-chat" videos about the vlogger's personal life.

A beauty vlogger's 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 such as iMovie. The accessibility of the means to produce a vlog has contributed to the popularity and widespread production of videos in this format.[19]

Notable beauty YouTubers

Shown below is a table showing the YouTubers with the most subscribers.[20]

Rank Channel name Country Language Subscribers (millions)
1. The Beauty TIps India Hindi & English
2. Yuya Mexico Spanish 24.9
3. James Charles United States English 23.9
4. jeffreestar United States 16
5. NikkieTutorials Netherlands/United States 13.9
6. SaraBeautyCorner Norway[21] 10.4
7. Mari Maria Brazil Portuguese 9.93
8. Bethany Mota United States English 9.61
9. Pautips Colombia Spanish 9.04
10. Bretman Rock Philippines/United States English/Ilocano 8.87
11. Michelle Phan United States English 8.80

The Shorty Awards have honored several beauty YouTubers in the "YouTube Guru" category. Recipients of this award include American YouTuber Michelle Phan in 2015;[22] British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016;[23] NikkieTutorials in 2017 and James Charles in 2018.[24]

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. ^ Wischhover, Cheryl (April 10, 2017). "The Rebirth of YouTube Beauty Pioneer Michelle Phan". Racked. Vox Media.
  7. ^ "Making Sense of Beauty Vlogging".
  8. ^ "Beauty on YouTube". Retrieved 2016-03-25.
  9. ^ "Lights camera Lipstick: With millions of viewers - and millions of pounds changing hands - online beauty tutorials are one of Britain's fastest-growing businesses. But for the young people involved it is about far more than just make-up. Eva Wiseman meets the vloggers. The Observer, 12" (Document). ProQuest 1546486142. {{cite document}}: Cite document requires |publisher= (help)
  10. ^ "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.
  11. ^ "Makeup, YouTube, and Amateur Media in the TwentyFirst Century. Crash Cut" (PDF).
  12. ^ "How Beautycon is using subscriptions to reach beauty fans year-round". 27 October 2015.
  13. ^ "Beautycon Dallas".
  14. ^ "What Is VidCon, And Why Am I Here?". Forbes.
  15. ^ Bilton, Nick (22 July 2015). "At VidCon, Small-Screen Stars and Big-Time Fame". The New York Times.
  16. ^ "Carli Bybel". YouTube. Retrieved 2017-04-25.
  17. ^ "Jaclyn Hill". YouTube. Retrieved 2017-04-25.
  18. ^ "There's A Seriously Problematic Side to All Those YouTube Hauls People Love". Allure. 2017-04-21. Retrieved 2022-11-28.
  19. ^ "Makeup, YouTube, and Amateur Media in the TwentyFirst Century" (PDF). Crash Cut.
  20. ^ "YouTube most subscribed beauty channels 2017". Statista. Retrieved 2017-11-27.
  21. ^ "Under the Influence of…a Norwegian vlogger with flare". StreamDaily. 2014-04-16. Retrieved 2017-11-27.
  22. ^ 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.
  23. ^ Lee, Ashley (2016-04-11). "Shorty Awards: The Complete Winners List". The Hollywood Reporter. Retrieved 2017-11-27.
  24. ^ "Nikkie Tutorials". The Shorty Awards. Retrieved 2017-11-27.
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