The beauty industry hates makeup.

[@KellyGooch]

Here is the plastic surgery video: kzbin.info/www/bejne/q3qwdXmglqp2e8ksi=ld3ughvKUj_MvACm

[@lizbethluna6253]

Add an skincare ingredient to the makeup is a perfect excuse to increase the price

[@KellyGooch]

Bingo !!

[@k9rescuer934]

Exactly!

[@rainbowcat498]

this!

[@thecozyconstellation]

"this isn't a *blush", it's a FLUSH" yeah, that only means something if you're playing poker. it's a damn blush.

[@therebackagain4433]

😂🎯

[@kkmarzipan]

Or is it a flush in that it should go in the toilet?! Ha

[@fudebooty]

Clever rebrand or GASLIGHTING? 😅

[@OpalMoonstone247]

😂 exactly my first thought. Makeup is getting dumbed down. Commercially speaking.​@@kkmarzipan

[@CatFurniture974]

Hah, I think they were trying to make it sound innocent, wholesome and natural. C’mon. It’s a blush, or, if you want to get fancy, “rouge.”

[@bailey9695]

It kinda makes me sad because it shifts the focus from self expression and fun colors to fixing-your-face 😔

[@beatricetellier6838]

True makeup is supposed to be fun. slightly tinted "skincare" isn't that fun.

[@Redhats9090]

Free your mind from being colonized.

[@222o-u3t]

It’s like makeup was never pushed to us for our “self-expression” or the “fun colours” 😔

[@222o-u3t]

And before someone comes for me, yes I know makeup for fun exists lol. But that is a solid, like…. 2% of people globally who do that. Makeup forums would have billions of users otherwise. It’s the unfashionable truth.

[@sevynbones]

THIS!!! i’ve literally been feeling this way for so long but you put it into words perfevtly

[@chrissym4130]

Why would I buy a SERUM just for my cheeks? It's literally liquid blush.

[@justynawisniewska1213]

It's so stupid I just can't deal lmao. It irritated me so much when I saw a 'could you believe I'm not wearing any makeup' reel featuring that product. Sadly people fall for this type od marketing.

[@cecee3480]

How much does it cost too? Just a reason to make things cost more.

[@OpalMoonstone247]

I honestly don't even care! I'm good with decent drugstore luxury makeup and keeping my skincare separated. No problem! I'm just a nobody though- 'I want to be pretty, tomorrow, I know that I'm just dirt' ~ MM

[@ulamme]

you could get the benefits of the serum ALL over your face and look completely flushed LMAO

[@happydays5279]

to make you purchase something you dont have, people already have a blush in their collection so they can trick you into buying a serum for cheeks which is just another blush

[@baileydubs]

To me, “I’m only wearing skincare” when they are in fact wearing makeup, is super pick-me, like “I’m better than you because I am so naturally pretty when you *clearly* are wearing makeup to “fix” yourself”. Not my fav.

[@katfayegarrett3872]

100

[@knjparadise]

i don’t think it’s a coincidence that all of this is happening as conservatism rises

[@barbthegreat586]

It's very Victorian when women had to be beautiful because outer beauty was the expression of inner beauty but they weren't allowed to wear makeup (Lisa Eldridge had video on Victorian makeup).

[@Iquey]

​@@barbthegreat586conservative stuff always circles back in a mutated form in one way or another in cyclical attempts.

[@20thcenturyrelic]

Yep, I think you've got it.

[@hannahgibbs2426]

I wish brands would go back to making make up without any skin care. I do my own skin care and sometimes the skin care in the make up can peel because it didn’t agree with my skin care. I just want true make up back.

[@gabifgt]

omg SAME!!

[@makaalbarn6763]

Couldn’t have said it better 😩😩

[@amethystdream8251]

Exactly, skin care needs do differ from makeup needs

[@maureenf1783]

Yes! And sometimes the skincare ingredient can actually be too strong/irritating/etc. for your skin so an otherwise nice makeup product can't be used

[@wlk3607]

AGREED!!

[@TerryAnnOnline]

Reminds me of a joke on the old show The Nanny, “It takes me an hour to achieve the new natural look.”

[@KellyGooch]

Loveeeee the Nanny!

[@katfayegarrett3872]

❤❤

[@joylindadichamounix]

Pamela Anderson stopped wearing makeup & she said, 'Natural beauty takes two hours in the mirror too!'.

[@20thcenturyrelic]

@@joylindadichamounix I assume we've all noticed that she's gotten a lot of free publicity by not wearing makeup. Don't get me wrong, I think she should do what she wants with her face, body, and hair. Just saying.

[@joylindadichamounix]

@@20thcenturyrelic Do you think that she is actually NOT Wearing makeup or is she using 'skincare'? I became allergic to makeup & doing gua sha takes a long time too!

[@DumiNihi]

I fear we're seeing a lovechild of the wellness industry and the rise of undetectable makeup. It's like no one wants makeup anymore. It's either skincare tinted hybrid or going on about how sheer the cover is.

[@KellyGooch]

So true!

[@katfayegarrett3872]

Not me! Gimme my make-up till I die!😊❤

[@Iquey]

It's giving scrimpflation with a hint of "wellness" health-elitism for sure.

[@zaramikazuki8374]

No, they want makeup. They just want to wear makeup while making others think they're just naturally pretty and not wearing makeup... which is exceedingly dumb. Beauty is in the eye of the beholder and there's no shame in someone wanting to look nice, so I wish people would just admit they're wearing makeup to look good and not try to pretend like their perfectly airbrushed look is somehow 100% natural. The normalization of that bs even affects people like me who don't wear makeup. The whole "no makeup makeup" trend is the reason why people think actual no-makeup faces look ill or unhealthy somehow. I wish people just embraced makeup for what it is and stopped trying to pretend otherwise.

[@amethystdream8251]

It's because the people in wellness/spirituality have a massive stick up their ass about the ego. Can't do glamour, oh no gotta be humbled! Saying this as someone who has experienced profound spiritual warfare.

[@annj6616]

I also think marketing makeup as skincare is an easier way for them to then market these products as a necessity and not just a frivolous luxury that people enjoy. Since so many people are not buying makeup as much as they have been in the past years due to trends and the economy, they can still try to sell these products under the guise that you NEED them, it’s like they’re saying “sure go ahead and cut out makeup when money gets tight but you wouldn’t dare cut out skincare, that’s a necessity, you have to take care of yourself”

[@20thcenturyrelic]

Good point.

[@silverroxen2954]

That's what I really think it is. Plus people not wearing makeup due to Covid, either having to wear masks or being home during the Lockdown.

[@khanhfident]

As soon as I heard the word "flush," I thought of the toilet, LOL. ☠

[@KellyGooch]

HAHAHAHA

[@xqueenfrostine]

I don’t know why, but I’m surprised people take skincare ingredients in makeup seriously enough for them to be a selling point. I’m a skincare nerd, but my eyes glaze over every time a makeup item touts all of the skincare ingredients it has. I use makeup for temporary cosmetic improvement, that’s what it’s for. I do not trust that makeup items will be formulated in a way that will be able to make the most of the skincare ingredients they’re using for marketing. And not because the formulators don’t care, but because what’s needed to make a good concealer and what’s needed to make a good eye cream (as an example) are not the same, so it makes sense to prioritize the cosmetic benefit over the skincare one as that better serves the consumer purchasing it.

[@snehamishra2702]

Apparently what seems so obvious to some are oblivious to others

[@lisadgingersnaps9843]

Well said!

[@pyotrrossetti]

Also from a consumer use case scenario, if the consumers actually believe these are serums and treat them like serums they may leave them on indefinitely and not feel the need to take off their "makeup".

[@20thcenturyrelic]

@@pyotrrossetti OMG I didn't think of that! Reminds me of Cassandra Bankson saying in one of her videos that she'd leave on her foundation with salicylic acid thinking it was helping her acne.

[@pyotrrossetti]

@@20thcenturyrelic 😬

[@nataliamarciniewska1189]

I think that what also stands behind this whole boom for beauty procedures and wearing “skincare” instead of makeup is that people want to feel like they are “naturally” beautiful, even if it is not natural. Somehow people started to see makeup as a mask covering all the imperfections that we want to hide so by doing all the injections, brow laminating, lash extensions etc we get to fool ourselves that the beauty we invested in is natural because it doesn’t require applying makeup on a daily basis.

[@sydneypierce7722]

This is exactly it! Couldn’t have said it myself.

[@notazombie18]

On point!

[@pepperprovasnik]

That's pretty much what she's saying in the video. Good summary I guess

[@reya8927]

On tiktok, there was a discussion that the elaborate beauty regimes people are performing today seem to be reminiscent of those expected of housewives in the 50s. One must be perfect, elegant, and beautiful, while not seeming to try "too hard". It's sad, while self care can be relaxing, these days "self-care" feels like a code word for these elaborate beauty regimes which are expected to maintain the facade of effortless beauty.

[@zaramikazuki8374]

Someone else mentioned that it's quite befitting of a more socially conservative time period, which checks out with the real world. Fashion and makeup trends follow societal trends, after all, and what is society- if not strongly defined by political and societal movements?

[@gasparinha]

Yes! It reminds me of anecdotes of women who would wake up early to put on a full face of "natural" makeup so their husband would never see their real bare face. 😬

[@ghostlyjas3791]

This shows just how much power words have! It’s so fascinating to me as a word nerd

[@KellyGooch]

Absolutely!

[@xoxostaci]

It is 100% a sneaky rebrand to combat the “clean beauty” & “no makeup” era

[@Glamourstry]

I agree, but also think it is being used as an opportunity to capitalize off of it. If the new trends are clean beauty, no makeup etc., this is them trying to appeal to that without being so obvious.

[@nicolecheyenne7937]

Calling blush a flush and saying they're different products is like calling blush a rouge and saying they're different products. It's literally just a synonym for the same exact kind of product 🤦🏻‍♀️ so stupid. Whenever they started transitioning terminology from "rouge" to "blush" did they call it a different product entirely? I think not lol.

[@chiknlittle]

I think something to be noted is that “skincare” makeup allows the company to charge more. A serum with all these great ingredients (+ a bit of tint) is going to cost more per ounce for the consumer than a regular tinted product without “skincare ingredients”, even if the skincare ingredients are minimal and completely unnecessary.

[@kkmarzipan]

Do cosmetic brands normally do these Apple-style on-stage product release announcements? I found that really hilarious! Love this video series btw!

[@annj6616]

I would like to know this too! Like who’s even in the audience watching?? 😂

[@20thcenturyrelic]

@@annj6616 Employees? Reporters? Influencers? People who were handed a free ticket by somebody on the sidewalk?

[@sk_rdz]

I’ve been heavily into makeup since 2013 and I’ve seen brands do product launch parties where they invite influencers and gift the product to everyone in attendance basically, maybe a short introduction/explanation of the product but it always seemed like a really chill ~ lets have fun with this cool new thing ~ type of vibe. This Apple style keynote is very bizarre for makeup, feels weird like out of place almost lol

[@amandajollylines]

Kelly, your Makeup Musings series is a service! haha. I just love it, and you do such a standout job breaking down your topics thoughtfully and critically! Thank you!!

[@kellye.5678]

If all makeup starts to have skincare ingredients and actives it’s gonna freak my skin out. My skin is sensitive. I use skincare for skincare benefits and makeup should have the most minimal ingredients that are effective enough to be used as makeup.

[@monicapatton1405]

Right? Just saw one today that said safe for sensitive skin when it had niacinimide in it, which many cannot tolerate.

[@WhoCaresAlisha]

They'll name it something like "tinted face balm", but it's literally just full coverage foundation with an extra moisture barrier.

[@sarahjones6323]

Back when I was in the Rodan + Fields pyramid scheme convinced I was a business owner (circa 2018), they had a few makeup products, but they called them “dermacosmetics”. Groundbreaking 😂

[@xFolkmore]

Honestly when my acne was at its worst I’d have given anything for my makeup to just be makeup and my skincare, skincare. Specifically, niacinamide was a major trigger for breakouts and it’s in literally everything. Even now that my skin is more tolerant I’d rather that… it’s easier to control what I’m using and not overload my skin with actives, especially if said actives need consideration with what they need to be layered with. the only ingredient callouts that are mostly harmless are things like hylauronic acid and ceramides. I actually don’t want niacinamide in every step

[@20thcenturyrelic]

And you're not the only one. AFAIK, I don't react to niacinamide, but a lot of people do.

[@victoriaburnet3400]

same. i react to niacinamide and it feels impossible to avoid now 🥲

[@wplants9793]

Yes! Hyrolonic Acid demolishes my skin barrier and it is in SO many make up products

[@Bnsmity]

Niacinimide breaks me out too. I skip every products that’s has it

[@fishnsyd]

Kelly, thank you again for these types of videos! The Glow Recipe reps are trying sooo hard in that launch clip, it’s quite cringe. Brands will try anything to make a word salad to confuse consumers and sell them something.

[@nony_mation]

I feel like it’s totally fine to want skincare benefits in makeup, like moisturizing or pore minimizing or SPF or whatever, but it’s still makeup (and that’s ok)

[@만시-o3l]

Yeah, that's what I was going say, like what is wrong with wearing makeup it can be a way to express creativity.

[@scentedbeauty]

Yep, I agree but saying it’s not makeup is just looking for validation

[@anastasiawortham8833]

I disagree because I understand how these ingredients work. Skin are penatrates the skin to deliver the benefits. Putting it in makeup is a waste because it can't work effectively and will cause increased formula degradation and separation. So that a price gauging market tool to take more of your money for a product that is not capable of delivering the benefits you want. Spf is supposed to be in a product with film formers to work. There are a lot of people with spf sensitivity who are allergic to the cheap spf they put in makeup to price gauge you. Spf cannot work effectively in makeup because you would never in a million years apply a full teaspoon or more of product everyday to get spf coverage. It's a price gauging marketing gimmick that is dangerous because it makes people think they are wearing a functional spf. I think deliberately making people more prone to skin cancer is a bad thing and immoral.

[@만시-o3l]

@@anastasiawortham8833 but I also want to make a point that sometimes it's actually increase the quality of product but it still makeup speaking from my personal experience, like I have this foundation which has niacinamide and vitamin C which helps foundation to oxidise turns orange and yellow but I don't use it as skin care, I use it as makeup.

[@Zizo629]

It’s marketing! I tell my kid that everything is chicken. The meatballs. The fish sticks. All chicken. And she happily goes along. These companies want your money and are convincing you it’s all an ~illusion~. No it’s all still makeup.

[@katfayegarrett3872]

❤🎉

[@Pickle_Maniac]

The executives have to afford their shinny pants somehow lol

[@garrowgod9]

If I had to guess I’d say ‘the Patriarchy’ strikes again. Men love to say they want a woman who doesn’t wear a bunch of makeup, just someone naturally beautiful 🙄. Despite what we might think, a lot of makeup trends are based on the male gaze.

[@iiduskaa]

yes why is no one talking about this😭

[@katfayegarrett3872]

100

[@notazombie18]

yeah-men hate makeup so ig saying it’s “only skincare” is better

[@lonewolf8667]

Not just men, yesterday I watched a video with the old claim that doing makeup for oneself is a lie. This is something I read a lot in feminist spaces. I have never been forced to wear makeup, on the contrary I have been shamed by a huge variety of people (young, old, men, women, strangers, family, colleagues, "friends") for wearing makeup. Still I keep seeing these comments saying that women are forced to wear makeup. Where?

[@zaramikazuki8374]

@@iiduskaa Because very few people want to admit that many people (not everyone obviously) wear makeup to look appealing to other people. It's not a bad thing, mind you - there's no shame in wanting to look good and it's a natural feeling, but no one wants to admit to the obvious that all of us already kind of know deep down. I just hate that this trend backhands those of us who don't wear makeup, and we have to deal with the "oh you look ill/abnormal" vibes. So to answer the person above me? Many of us who don't wear makeup feel a societal pressure to conform through the subtle judgment of appearing "dirty" or "unkempt" or "incomplete", just by showing our bare faces. I love makeup artistry for what it is (I mean, I follow and love Kelly and a few other makeup youtubers), but the social pressure to wear makeup to appeal to men very much exists to this day.

[@StarryViolet]

I work in a drugstore and have noticed this shift to favor "skincare" over makeup. It honestly makes me a bit sad because we went from creativity and expressing ourselves back in 2016 to shaming makeup.

[@dannaleff6746]

Marketing and trends. Nothing will make me put away my makeup, it’s a joyful part of my day to apply it. I’m old enough to be your Mom, I understand what works for me. I invest in high quality skin care. I want my makeup to be only makeup. I enjoy your well researched and wonderfully presented videos on the makeup industry.

[@Silviaexcuchuflus]

Hi, Kelly! I’m the person who could use a powder blush for years and not caring about expiration date. Now with so many skincare ingredients added in everything I’m afraid makeup won’t last that long 😒

[@tomjones2157]

I have a 20 year old Lancome blush I still use!

[@theladynextdoor313]

Exactly. It’s part of the ploy to keep you spending!!

[@rosieg6093]

I agree I want my makeup to be makeup and skincare to be skincare. I don’t need or want everything I put on my face to have niacinimide, we can’t use enough makeup with spf to get the stated spf level.

[@whosvoice]

I 100% agree with your final statement, that this is just an extension of unrealistic expectations for women to be beautiful in the way society wants us to be beautiful. But also, few talk about the expectations women have for each other, and how that changes as the world changes. Right now, with men being perceived as more boldly misogynistic, it is often seen as pandering to males to wear makeup. I cannot tell you how many times I have been attacked in the comments of makeup influencers, simply for saying how much I have loved makeup all my life and still wear it whenever I like. Women attack each OTHER for this, saying we ONLY do this to attract men or to be pretty for them. This may be true for some of us but not for all. We need to support each other in our individual choices, or we just become fodder for the industries that thrive on our self doubt.

[@Iquey]

No makeup makeup or effort denial is the visual version of faking an O during S.

[@sarahbjohnson2328]

Maybe it’s just because I’m 50, but I just don’t understand all of these “trends“… I’ve been deliberately wearing make up since I was 13 years old. Not because I HAD TOO, but because I enjoy it. It’s my “me” time

[@katfayegarrett3872]

51 here, same❤😊

[@heyitsmae3]

Why do people hate makeup nowadays? Makeup is art and fun. And the art and fun is being able to customized it according to your mood that day and still able to remove it after or change it up whenever you want to.

[@glam6tok]

Personally I am allergic to niacinamide. So I am skipping all of those viral makeup products enriched by it. And really looking forward to trying foundations enriched by my favourite actives.

[@Shoshana_Grace]

I have heard so many people in my life say, "Oh I don't wear foundation...I only wear a Tinted Moisturizer/BB /CC Cream," while they are using foundations marketed as such. While so many of us love makeup, using it is often shamed...by other women. They feel better thinking they aren't wearing makeup, when they really are?

[@Katya_Kina]

I would just like to say that the amount of effort and research you put into your videos is commendable. Such great ideas and topics to ponder. ❤

[@KellyGooch]

Thank you so much! That means a lot :)

[@20thcenturyrelic]

@@KellyGooch Agreed. I'm impressed by your analyses.

[@elirodriguez0]

I don’t know if this is normal in the beauty world but why is the makeup company presenting and talking about their product like it’s a tech release? 😐

[@infamousamazonian]

For the person who wants to have the healthiest looking cheeks in the universe while the rest of their face falls into ruin.

[@KellyGooch]

😂😂

[@tiffiniSMbeauty1980]

It's very much a sneaky rebrand because at the end of the day it is still makeup. There is so much pressure put on us as women to be perfect and these brands are playing right into it. At what point does the madness stop! Me personally, I want my makeup to be makeup and i get my skincare to be skincare. Don't get me wrong, I love makeup and skincare but I am so tired of these brands playing off of women's insecurities. It's exhausting. Great video, i love this series ❤

[@LadyJBeauchamp]

Niacinamide is great, but it’s in practically everything these days, there’s no need to add it to makeup when it’s already in so many skincare products! Love your makeup musings vids! I mostly work from home but you help motivate me to put some makeup on just for the enjoyment of it. 😊

[@user-fe4bn7dq7x]

It’s all marketing and what companies think will increase sales. I wear makeup because I enjoy it. I also loath the “clean” makeup marketing BS. I want preservatives in my cosmetics and not some makeup that will turn rancid in 6 months or buy makeup that has turned rancid sitting on the shelf. Those wellness sisters shilling makeup as skincare in your videoclips are cringe.

[@anastasiawortham8833]

I really don't like this because I understand how these ingredients work. Skin care penatrates the skin to deliver the benefits. Putting it in makeup is a waste because it can't work effectively and will cause increased formula degradation and separation. So that a price gauging market tool to take more of your money for a product that is not capable of delivering the benefits you want. For example, on normal skin with no sensitivities, niacinamide is actually sensitizing if you have to much of it and it's in everything. It does not matter if the formula prevents the ingredients from penetrating the top layer of the epidermis. It's still interacting with that layer and compromising the skin microbiome and skin barrier. Legally makeup formulations are not allowed to penetrate the skin. So you are being uncharged for ingredients that cannot penetrate your skin to give you any benefit, end up causing sensitivity, and too much skincare will cause skin damage. I would like to see more regulations to prevent skincare actives from being used in cosmetics due to the real harm it causes to consumers. Spf is supposed to be in a product with film formers to work. There are a lot of people with spf sensitivity who are allergic to the cheap spf they put in makeup to price gauge you. Spf cannot work effectively in makeup because you would never in a million years apply a full teaspoon or more of product everyday to get spf coverage. It's a price gauging marketing gimmick that is dangerous because it makes people think they are wearing a functional spf. I think deliberately making people more prone to skin cancer is a bad thing and immoral. Personally, I would make spf in makeup highly illegal. Due to the fact that it causes harm to the consumer by misleading them. Before people say consumers are smart enough to know better; they really really aren't. The average person does not do any research and just trusts companies blindly because they do not care to look up the lack of regulations or to try to understand the nuances and loopholes in the regulations. Most people don't even understand that vitamin C is highly reactive to light. They do not understand cosmetic formulations or what is really factually good for them. It's all trial and error for them until they find what does not break them out.

[@karendenning1735]

It gives women an excuse to say “I’m not wearing any makeup. Just skincare”

[@20thcenturyrelic]

I don't feel that I need any excuse for wearing makeup. But maybe I'm an outlier.

[@nessa7431]

I love how you have a beauty and business perspective. It makes it more interesting to watch.

[@lizp.6585]

I don't think it's the end of makeup. Most people will wake up though. I've come to understand that - as an example - sun screen should cover the entire face like a sheet. To mix some drops into foundation or serum is not the same. It's very important to apply sun screen and wait about 20 min. for it to set. So they can offer me foundation with SPF but it's never enough to protect the face and several dermatologists have confirmed this to me. Same with serum, I like to apply it alone under moisturizer. If they put a serum into a blush it would not reach my skin as the layers of sun screen, moisturizer, primer and foundation would keep it from penetrating.

[@20thcenturyrelic]

Exactly right, especially with respect to sunscreen. It's very important not to dilute sunscreen. Or to rely on makeup with sunscreen for full protection because you probably won't put enough on. That said, when I went to Hawaii, I used a tinted moisturizer with SPF 30 over my sunscreen in the hope of getting some extra protection.

[@gasparinha]

Bingo! How is all this "skincare" supposed to absorb through a good layer of sunscreen?! IMO it feels like throwing money away! (Throwing it right to these disingenuous brands...) Also: I can't use Western chemical filters, and there are quite a few makeup products I'm not willing to try because they include SPF. Meh.

[@catgirl923]

My two cents is that the Glow Recipe folks had that blush in the works for a while, since the liquid blush trend was in dull swing probably, and couldnt have predicted the huge push towards cracking down on unnecessary consumerism that came with shifts in politics. People are still having fun with makeup, just with makeup they already have.

[@EmmaLBartley]

Hi Kelly, love from the north of the UK across the pond ❤😊. Just wanted to say I love your channel & thank you for keeping it real 😊. At 40 years old I have specific skin care needs and really want my skin care to be just that, skin care and my makeup, makeup. The amount of problems I've had with pilling etc as a result of product interactions with the fusion of skin care & makeup is just ridiculous. I was duped into buying the Dior total capture foundation for around £82 so say $90 and that's the last time I'll make that mistake I hope.

[@20thcenturyrelic]

$90 for foundation! Big nope for me. I'm resistant to spending more than $50 for any makeup or skincare product, with very rare exceptions. And my haircare is all drugstore.

[@brattygrl81]

Whenever I see makeup products with skincare ingredients, I basically take it with a grain of salt. Foundation with spf, for example. Yeah, it's there, but not enough to be your entire spf routine. So, all of these tinted skincare products are just another category of makeup, IMO. They're probably lighter coverage and give the appearance of "your skin but better." But at the end of the day, if a product has pigment and some level of coverage (light coverage is still coverage), it's still makeup. And there has always been many different categories of makeup, catering to whatever your wants and needs are. ❤ much love to everyone and happy new year

[@kamloopscruiser874]

I don’t mind having a little extra skin care benefits in my makeup but I do my regular skin care routine morning and night regardless of whether I wear makeup or not. I don’t pay extra or seek out makeup with skincare benefits. I wear minimal makeup- I am 68 & feel better with a little makeup on. So skin care doesn’t matter with my level of makeup. I’m aging and I’m ok with that. Even my skincare I’m going with what feels good and doesn’t irritate. Keeping it simple is my priority. I use Avene cleansing oil to remove all makeup and spf at night. The Ordinary glycolic acid toner as needed, Retinal by The Ordinary 2 nights a week, Vichy hyaluronic acid serum ( mineral 89) then Niacin night mask by Farmacy. I love a lot of Merit- and that serum primer of theirs is my daily moisturizer with La Roche Posay all mineral SPF. A little of The Minimalist, their blush balm which doubles as a really moisturizing lipstick, tubing mascara and tinted brow gel and I face my day.

[@sabrinadavis8355]

As you've mentioned time and again, trends are cyclical however I feel/fear/predict we are cycling back to the 1700-1900s where women looked down on others for being "painted" and YET still colored their cheeks and lashes subtly. While we no longer (or at least strive to) slut-shame, I feel we're reverting back to that highbrow bs of pretending to not use makeup.

[@harperfamilylife2500]

If say 'flush' is TRULY skincare then it would not need to be removed at the end of the day. If actual skincare looked as good as make-up and wasn't meant to be washed off everyone would be obsessed

[@julesbee6249]

Great point! I never looked at it that way.

[@pinkstartwilight]

I feel like the phrase “I’m not wearing makeup” is very much in line with trying to say “I naturally look like this” I feel like we have this obsession with being natural or born pretty but yet it’s so often false because of things like skincare that’s basically makeup or plastic surgery etc. and it’s almost like trying to trick ourselves and others to think that our beauty is somehow above someone else’s cause it’s “natural” and I think there are a lot of flaws with this thinking but one of the big ones is that is further pushes standards that simply are not attainable or realistic but by pretending is “natural” we are enforcing the false idea that it could be and basically in doing so we are making ourselves and others feel worse

[@Beauty_and_Mindset_Creator]

It’s tinted serum targeted for the cheeks 😅

[@2headed]

7:52 OK so the tinted sunscreen are needed in a wide range of colours because the amount you’d have to put on your face would most def leave a white cast from one of those clean beauty mineral based sunscreen.

[@yensid4294]

My skin & eyes are already sensitive to cosmetics, I hate that they're adding actives & spf to makeup which often isn't formulated in a non irritating way or won't play well with the skincare I already use. I can't do chemical sunscreens, HA or bacuchial/retinols. The amount of actual skincare ingredients is probably miniscule or it will affect the cosmetic formula (& often does) or you just don't use enough for it to be truly effective (like spf in foundation - you aren't getting adequate sun protection) If someone wearing a tinted moisturizer/tinted spf, a "flush", a tinted lipbalm with lip filler, eyelash extensions & microbladed eyebrows wants to claim they aren't wearing makeup & woke up like that...yeah sure, whatever.

[@princess_intell]

I wonder if this is another way to market to Gen Alpha. Most parents dont want their sixth graders wearing a bunch of makeup to school, but a moisturizer with SPF that has some sheer coverage? A lot more palatable.

[@rootsm3]

I like wearing makeup. It's the only time of day I get to be alone so I like to take the time to express myself. I know people kind of fell out of love with her, but Michelle Phan said something like "Makeup lets you craft the persona you want for a day" .That really resonates with me.

[@chiaravc6228]

A Kelly video is the ideal reward for getting some work done 😊

[@KellyGooch]

Thanks for watching!

[@lolwhat2628]

So true about the skincareification of beauty, people want to say they are JUST wearing skincare; which leads people to think of clear thin layers instead of coloured cosmetics with (arguable) skincare benefits. They want people to believe they are naturally that beautiful which u touched on in your plastic surgery video ALSO SO TRUE ABOUT OTHER BEAUTY INDUSTRIES INCLUDING SKINCARE INGREDIENTS! My sister just bought a shampoo the other day and on the packaging it said with ceramides for hair and im like??? the hair once out of the scalp is dead why does it need ceramides which are meant to strengthen your skin barrier 😵‍💫😵‍💫

[@20thcenturyrelic]

A lot of people don't understand that hair is dead. They think it can be "repaired" although it can't be. Haircare brands lie to them and say it can. And make a lot of money with that lie. If hair could be repaired, then there would be no need to keep purchasing and using the repair product!

[@skylie4391]

wearing tinted sunscreen as sunscreen everyday kinda made me feel like i was tricked into wearing foundation everyday. they are all marketed as "low coverage" but they're more like medium to full coverage

[@KellyGooch]

Especially by the time you’ve applied enough product to get sun protection- it’s pretty high coverage at that point

[@oliviabeltran2099]

I get what you’re saying…but, I love tinted sunscreens because they feel less makeup-y to me. Probably mostly because I can use my fingers and it’s way faster to apply than another coverage product that really only works with a brush or sponge (which I usually don’t like using). It’s all just personal preference, so I like that there are options out there! 😊

[@CK-lc1kz]

0:58 talk about trying to reinvent the wheel

[@modernvettech]

I sarcastic look on your face, when you said a flush is different than a blush "apparently" was hilarious GOLD.

[@hlgtennisplayer]

Yes! This is such a great video for what has been happening in the beauty space, in combination with your plastic surgery video. I literally saw a short this morning of a person doing a seven day challenge for themselves not to wear makeup. In the video she was getting ready and putting on so much skincare all while wearing on of those wunderskin blue lip stains. I was thinking the whole time, a lip stain is makeup lol. I get that she was trying to challenge the feeling of wearing makeup being a necessity but I don’t understand where this cognitive dissonance is coming from. To me, if something has a tint and applying it causes an immediate change in your appearance, that’s makeup. It might have other benefits but it’s still makeup lol. But I guess that’s a personal perception that differs for everyone 🤷‍♀️ I love wearing makeup and have since I was very young so I’m fine with people being aware that I’m wearing makeup. It’s not something to hide.

[@julesbee6249]

Yes! This has been such an odd trend of claiming no makeup, yet they have “permanent” makeup. I do think the flush might imply less pigmented and take care of the critic of “no color payoff”. Can we stop putting niacinamide in everything?! My skin hates it. And many skin tints are just as covering as medium foundation…pretty sure people think it means their skin needs less coverage.

[@anandeztvseries8498]

Creating anxiety is one way of the capital to sell out their product. Also, it's common for them to change the name of the product to sell to the consumer.

[@chiaravc6228]

I'll be damned if I use an acid anywhere near me as a lubricant. When will we learn that our privates just need basic hygiene and they will take care of themselves? Definitely just the market doing what it does best: trying to make us spend

[@chiknlittle]

“Tinted cheek serum” = blush. Like, just call it what it is.

[@buntyjoy1800]

Everything is cyclical. The 20 teens were all about a full beat it was inevitable that it would swing drastically the other way.

[@sofiasoto6432]

I really enjoyed this video, because the content is relevant. I agree with your points. I also have noticed the changes in skincare, beauty / makeup, haircare, bodycare, nail care, and the fragrance products when window shopping and purchasing items. I just thought it was social media pushing the trends since appearance matters to people either in their personal lives or work lives. Buut instead, it's the industry pushing the trends / products to create another pathway of commerce. Especially since, the beauty industry as a whole suffered through the various events of the last few years; hence, now I see the psychology behind the clever ways to rebrand / rename existing products with a twist.

[@shinyhappypeople9043]

It’s important to realise that the cosmetic procedures and surgeries are high maintenance over time, not one and done. It’s also expensive. About 15 years ago there was a woman in my organisation who did a lot of procedures and surgery to achieve the small blonde bombshell look, unfortunately she was funding her beauty through fraud and embezzlement. She was found out and prosecuted, her marriage ended (he is also in jail now for other matters) but when I have seen her in the street, she’s unrecognizable because she hasn’t got access to the funds to maintain that ‘beauty’ and everyone changes with age. So many stories of necrotic rhinoplasty’s and noses collapsimg, fillers being removed, those breast implants? As your skin loses elasticity the implants move away from where they should be, the fillers move and need to be removed. Yes, the results of cosmetic procedures look great in photos at first, but you must budget to maintain them over time and few women can afford to. All it takes is losing your job, your business, your marriage and your financial security is gone.

[@20thcenturyrelic]

Yes, especially with breast implants. They are supposed to be removed and replaced every 10 years, at least, AFAIK. Another expensive surgery.

[@5StarTherapist]

Loved this video and the recent ones like it! I’m in the Beauty industry and to me I find it fascinating that people are spending sooooo much money on things like eyelash extensions and nails so frequently! But are then resistant to caring for their skin with proper treatments and products. No hate towards anyone I just find consumer behavior interesting

[@scentedbeauty]

At the most extreme people just want other people to think that they’re are naturally beautiful. Lol they just really need approval. It’s normal I guess but I don’t think people with real confidence do this type of crap. However, companies are just playing into people’s insecurities for sure.

[@jejinn]

Also interested in seeing if branding these new makeup products as skincare will cause some less knowledgeable users to not remove them properly at the the end of the day, causing more skin problems, ironically.

[@KellyGooch]

Good point!

[@yonalisaaaa]

@@jejinn that reminds me, there's a foundation brand (I forgot the name sorry) that markets itself as being so good for the skin you can sleep on it. I was like "bruh are they being srs right now 💀"

[@gailschaefer-guajardo6731]

Clever rebrand. I love your videos so much. And you look beautiful with just what you put on. Also interesting topics Kelly.❣️

[@justplainizzy]

It’s for sure a smart rebrand. Makeup isn’t selling well so they have to trick consumers into thinking that the product they are buying isn’t makeup or just regular skincare but something way more special, a combo of both makeup/skincare.

[@thatsydvicious]

I think they're trying to target Gen Alpha with natural and skincare based products because of the Sephora kids trend

[@KellyGooch]

Definitely! I’ve been talking about this in a few recent videos!

[@EmmaLBartley]

Definitely not for someone like me who's age 40 who knows, to really take care of my skin, that I have to wear skin care products underneath my makeup irrespective of whether the makeup says it's infused with skin care or not. I also think it's alarming that they're targeting effectively really young children who can tell mummy & daddy that's it's not really a makeup product but regular skin care - disturbing I'd say. I completely agree with you.

[@alovero]

personally speaking i buy products from brands that specialize in that product. i’m not that interested in buying makeup from a skincare brand or vice versa as much as i wouldn’t buy shoes from a jeans brand or tacos at a burger place. brands have to pretend to come out with new product types but it just seems gimmicky!

[@CourtneyOFitz]

By calling them tinted sun screen, it makes the product FSA/HSA eligible. I’m a fan and hope that particular naming aspect stays.

[@Strokesbysampadajain]

Love these new format videos❤

[@danam.5127]

I'm a big fan of personal expression, and the "It's not makeup, I'm just born this way" sentiment feels like the antithesis of that. It also carries over to needing the perfect body to wear certain kinds of fashion vs. historically when you use the garments to achieve the ideal silhouette no matter your body type. I've said this before, but my philosophy has always been "I don't want to cover anything I'm self-conscious of on a day-to-day basis. Only for events." I've loosened that up a little, but if I'm doing something like covering my redness for example, then I'm trying to aim that as being a purposeful part of an artistic look. When I wear makeup, I WANT people to know that I've gone to the effort!

[@pnpn-u6cpn]

I really like the comments you made on how we call makeup skincare b/c it implies that makeup is effort -- i would also add on that it's therefore "tacky" in a society that wants to look effortlessly pretty. To me I think that at least in the US, it's also reflective of the political climate that we're in, and kinda reminds me of the Victorian Age where it was ALL about clear skin, minimal makeup, and makeup was considered to be for prostitutes despite upper-class women wearing makeup but in an "undetectable way."

[@christahodges]

Good morning, Kelly! Happy Friday! I hope you have an amazing weekend . 😊🩷

[@KellyGooch]

Thank you! You too!!

[@nataliek3717]

Purchasing Blushes is something I will be much more restrained in 2025!! I purchased every shade of one line ad several shades in the NYX Butter Blushes!! I adore them all!! On top of all this I already owned every shade of Laura Geller Blushes which I consider it to be the BEST BLUSHES!!! OH MY!!

[@20thcenturyrelic]

I own 3 blushes. The L'Oreal True Match Super-blendable blush in Baby Blossom, my basic cool pink everyday color, a travel size of NARS Orgasm blush, purchased to see what all the fuss was about, and the Maybelline Fit Me blush in Plum, an experiment with a purple color. Re Orgasm, yes, it's a good blush, but I don't plan to buy a full size. It's a little on the peachy side on me. I only have 1 face to wear blush on, so I figure I don't need a lot of it. And I've very cool toned, so I usually only buy cool colors.

[@jillholod34]

"If you call a tail a leg, how many legs does a dog have?" "Five?" "No, four, because calling a tail a leg doesn't make it a leg."

[@pb_and_nutella]

I want to know who is actually being tricked into thinking that makeup is skincare…like that tiktok saying “I’m not wearing makeup” is just to catch attention and ad dollars but who really believes this?

[@KellyGooch]

You would be surprised

[@20thcenturyrelic]

@@KellyGooch Agreed.

[@Angryoyster]

As someone who genuinely doesn’t wear a lot of makeup I HATE this new trend of skincare makeup products. I don’t want to buy a tinted sun screen thinking it might just slightly even out my face and not have a crazy white cast. Only to realize it looks and feels like I have a full face of makeup on. And I also didn’t have enough sunscreen on my face so now I get slightly burnt but don’t realized because of the “tint”. Am I saying this because this is what happened to me last summer….. maybe.

[@MissM-lh3zo]

It's just another way of making more money. Why buy a separate serum just for your cheeks. But us consumers are stupid for condoning this by buying these products.

[@20thcenturyrelic]

It shows the beauty industry's basic contempt for women - the idea that we're so stupid that we'll buy anything. A reflection of our culture's misogyny.

[@laurieann2714]

I already do skincare. I don't need it mixed. I feel like something always suffers. Thanks for video!

[@rtmommy_]

If we go back to the beginning of makeup, it’s always been a “no one should be able to tell you’re wearing make up, but don’t dare look like you do without it” culture. Women used to be ridiculed and called out for wearing “noticeable” makeup. There were books written in The Victorian Age(maybe before) on how to make your makeup “undetectable”. I thought we were past this, the bullying women into looking good but not trying too hard, but like many things now a days, we’re going backwards.

[@Victoria-fn6ek]

i like them as different things, love a little skincare ingredient or spf in the makeup but its just a plus, the concetrations are not enough to compare to actual sunscreen use for example

[@KellyGooch]

Yes!! I always wear sunscreen UNDER my tinted SPF so really it’s just an extra step

[@alovero]

what is a cheek serum??? this is a joke 😂 like the ciele spf makeup products, im confused why you would apply skincare to just one part of your face unless you had specific issues with that one part of the face.

[@triciaromus8185]

I really don't need "skin care" in my makeup because I have a skin care routine already. I want my make up to be just make up.

[@alovero]

exactly! i have diff criteria for makeup (ie coverage/wear time/color) than for skincare (ie hydration/actives for particular needs/skinfeel), so a skincare/makeup hybrid would have to do all of those things which seems unlikely lol. to me this seems like those restaurants in hell’s kitchen that serve 100 diff entrees but in a mediocre way

[@20thcenturyrelic]

As Kelly pointed out, it's a gimmick to sell blush as a new type of product. Because makeup sales are falling.

[@AirBeat-lk3pl]

I agree that it’s adding pressure to look perfect “naturally”. However, I have to admit I’ve always been a bit freaked out by foundation and concealer. It made me feel as if it was Halloween and I was painting my whole face with a thick paint that doesn’t let my pores breathe. And I don’t have that same ick with blush, bronzer, mascara, brow gel, lipliners or glosses! I’m not saying it’s a rational or logical thought but I’m explaining the uncomfortable feeling I’ve had for years (about foundation especially) So if a brand tells me that their product has less pigment, and skincare ingredients, it’s definitely a selling point for me because I would apply foundation on my whole face. (Even with “good” ingredients, putting so much pigment on my whole face still bothers me :/ but not as much as if I think I’m just putting paint with no benefits at all. I don’t get why people would want to put a blush with FPS for example, because I want my sun protection to cover my whole face and be consistant everywhere. And to me as you said, if something has pigment it’s makeup not skincare. I’m all for makeup having skincare ingredients! But that launch you showed sounded a bit ridiculous and honestly it makes me question their credibility and integrity… just say it’s light and has skincare ingredients in it! Don’t try to say “oh it’s NOT blush/makeup” like come on! Just to be able to say oh I’m not wearing any makeup when someone compliments you… that’s a bit sad 😢

[@20thcenturyrelic]

Hi Kelly, thanks for the video. As usual, a good analysis from you. As far as I'm concerned, if I want to wear makeup, I'm going to wear makeup, and I'm not going to call it skincare. In fact, when I buy makeup, I don't look for skincare ingredients. I have dry, sensitive skin, so I look for products without alcohol (isopropyl alcohol, SD40 alcohol, or denat. alcohol), added fragrance, or fragrant ingredients. I also don't care about "clean" labeling and claims. However, I don't think I'm a typical consumer.

[@magicallgirll]

Ironically, adding skincare to makeup increases my odds of having breakouts. Niacinamide is NOT my friend, but it’s been a trendy ingredient for years. Like why do I need niacinamide in my concealer?

[@micheleharris6851]

Industry is all about selling and making money and pushing what it thinks is viral.

[@tomjones2157]

Its also that liquid & cream formulas expire and have to be replaced more often than powder formulas. Its similar to the way subscription services get companies more $$$ than physical products.

[@christinehottinger5791]

This is why I mistrust glow recipe's skincare benefits: their marketing is full of shit, why wouldn't their products be so!?

[@TheStreetsOfOurLives]

Kelly, do you think you can do a video series on "Non-skincare Makeup" with products for us gals who don't want all the skin-ification? I have dry, sometimes sensitive skin and rather not have random skincare ingredients in it that may not help. I also rarely wear makeup (foundation, concealer, blush) and don't want to pay extra $$$ for "skin-care makeup" for the few occasions that I do wear it.