The Rise and Fall of The Beauty Community

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TIMESTAMPS:
0:00 ---- Intro
2:32 --- The start of the beauty community
11:53 ---- The 2nd wave of the beauty community
16:50 ---- Did brands ruin the beauty community?
22:22 ---- The impact of drama
25:37 ---- The impact on smaller creators
28:04 --- What will become of the beauty community?
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[@kamilaferens682]

I think I'm from the old YT army, I liked to watch makeup tutorials FOR a makeup tutorial. It was just calming to me, almost like when I was doing a makeup myself. But when it all started to be more about marketing and selling and drama, it was just exhausting to me. I just want the pretty look ;;3;; also in my personal life, there was a moment, when I was crazy about makeup, as you said, dreaming about having a whole room of stuff. Now, even when I get that itch to get something pretty, I go to the store, see all this stuff, and 9/10 times think that I don't rly need any of it, and leave. I do makeup still, but don't need new stuff for it every day. Funny, in retrospect, how these things change

[@MarlanaPolis]

Yes!! I loved tutorials and old school reviews. I looked up mascara reviews in particular so I can see how it would perform up close on similar lashes to me. Now, influencers are 50ft from the camera with filters on and yes the video quality is nice but I wanna see how things are really looking.

[@mandy12372]

I’ve become much more interested in watching smaller influencers that focus on their more specific niche area, rather than the big more general influencers. I do like tutorials but I also am more interested in the higher end and lux makeup KZbinrs. Then I also like to watch the fragrance KZbinrs. I prefer channels that focus solely on the lux makeup space or solely on fragrance. I trust those channels more than those that try to cover everything!

[@itsdoofen]

True. I used to watch Carli Bybel, Michelle Phan, Promise Phan, Alexandrasgirlytalk, Andreas choice, Wengie, Rcl beauty, and the beauty break. Aahhh good old days!💅💄💆☕

[@RupyMinhas]

I’m from this time too!!! It was a way better space back then as well. I miss those days!

[@shashmi87]

yes same! i think for me it was also a phase in my life and ending up having bags of makeup that I excessively bought and are now expired when the beauty community became more commercial was a hard lesson to learn, basically 1000s of dollars wasted away bc of excessive consumerism from my part but on a bright side, the creative outlet was so calming during the early days when the beauty community was less commercial

[@loveskyfirefly]

Let’s not forget we went through a global pandemic. So many people no longer had anywhere to go so they didn’t need a Smokey eye or glitter this and that. There was a big shift toward minimalism as well

[@IssieAndLife]

This!! I mostly do my makeup when I go out, but since I’ve had to care for a vulnerable family member, I’ve just not been out. I think I last did my makeup properly for my birthday nearly a year ago! Then very occasionally, maybe once a month, I just do eyeliner, mascara and a lip product for work and only if I feel like it. I still absolutely love makeup but there’s no appeal for me to do a full face just to go to the shops and cover it with a mask. Other than that I only go out to exercise which certainly doesn’t lend itself to a full face lol. Also deleted Instagram for my mental health and lost desire to take ‘good selfies’, now I just want ‘happy selfies’.

[@tyralee2286]

Adding to that, Anti-hauls and declutter videos have been really popular in the last few years

[@barose1]

I smoked up my eyes a lot even though I was home most of the time. 😂 The pandemic actually made me realize that I enjoy applying makeup as much as wearing it.

[@handsoaphandsoap]

Also, when you do go out you’ve got a mask on so at most you’ll just do your brows and slap on a mascara

[@greatvalue2448]

That and the rise of minimalism were the death blow to makeup overconsumption. Even people who aren’t minimalists have gotten more mindful of what they buy.

[@allie155]

I definitely agree with the “makeup fatigue.” I was OBSESSSSEEDDDD with makeup for a couple of years. I had to have everything and have a collection. Now I’ve been using all of the same products every day for 4 years and I’m happy haha

[@jsam78]

Yes!! Me too!

[@LisaKerschner]

Same

[@patr70]

People(including me) were spending THOUSANDS each year to "Keep Up" with all of the newest releases. Stupid. Stupid. Stupid.

[@debcollins8231]

You are so right. It was exhausting and expensive to keep up with new releases. It just burned me out.

[@La_br00tal_mija]

I think YT just created major FOMO. Gwen Stefani has been my idol since the 90s and since she was macys counter girl i too wanted that life. After the yt boom, i defiantly got burnt out and dont love it as much as i did in my entire past

[@houijda]

i’m honestly so tired of being advertised to. it’s not just a beauty youtube phenomenon, it’s everywhere and it’s overwhelming and upsetting. we’re constantly being pressured to buy things and to be honest it’s made me stay away from social media and influencers. i’m really not interested in buying stuff!! as far as makeup content goes i love grwms. i’ve been wearing makeup pretty consistently for the better part of a decade and i don’t really think i need tutorials anymore so i tend to avoid those, but i do like seeing how other people do their makeup just for entertainment and i hope beauty you tubers continue to make content like that

[@shortcake66]

Do you watch Robert Welsh? I love his videos- stunning looks, helpful explanations of techniques etc, respectful yet salty reviews and entertainingly funny. He never feels like he’s selling you things (he can barely be bothered to mention his own social media.)

[@borednerd5767]

i love stuff like what Hailey Elizabeth does, where she discusses a completely unrelated (usually spooky) topic while doing her make up and it feels like youre at a slumber party Kennie JD has a series called bad movies and a beat where she puts on make up while reviewing bad movies

[@gangurogeisha]

@@borednerd5767 Kennie J.D.

[@rebeccamcguire2798]

That’s honestly why I got rid of most social media sand I got mental glance back and enjoy life

[@kam0406]

I agree. I'm tired of being marketed to covertly. It is rampant. We are constantly being sold things and it is to our detriment. I don't want to just be a consumer. I want life to have meaning beyond what I purchase.

[@TheBasicDanTV]

“We can’t support any of you, you all suck” is exactly how I think a lot of people feel about beauty influencers now.

[@brookemckinley5709]

Yup and it sucks for the few beauty influencers who aren’t fake. The ones who who do it Bc they genuinely love makeup & connecting with people & not just in it for the money & fame. One of my favs is Kathleen Lights. I freakin love her and still watch her videos every week but theres a lot of people who have never heard of her & that’s simply Bc she’s never been in drama & that’s just sad.

[@daracompere2037]

@@brookemckinley5709 I’m pretty sure she said the N-word lol

[@biancadesousa]

@@brookemckinley5709 didn’t kathleen say a literal racial slur?

[@mpeanut5066]

@@brookemckinley5709 I literally only know who Kathleen Lights is from her n-word drama 😂

[@omercarmi280]

The big beauty community is dying While the small beauty community is thriving

[@VictoriaMH017]

Love small creators!

[@VictoriaMH017]

They seem more relatable to me

[@Jessie12N]

Ya the big creators just try to sell you cheap garbage all the time. Smaller creators are more honest.

[@jaclynlevy5644]

The best hot take of the day!

[@cloeshmoroz4512]

Out with the old, in with the new. Maybe we will see another cycle of drama ten years from now with another generation of people.

[@MyNameIsJenn5]

As a person that was a part of the "BUY EVERYTHING. QUANTITY OVER QUALITY" craze...another big thing was the storage aspect. I know a lot of people are aware of this, but the way you stored it was EVERYTHING. You must have the Alex 9 drawers. You must have a cosmetic beauty fridge. Dividers. Label makers. Thinking about it now is infuriating. The money I wasted is out of this world

[@michellestratford9753]

Me too! I look at it all now and wonder where my head was at??? I'm an idiot!! 🥰

[@wattthefaqameye1146]

A beauty FUH-RIDGE????

[@manuela1986]

@@wattthefaqameye1146 Yup, some stuff needs to be stored in the fridge, usualy some skincare products

[@tannajoy_]

The chokehold Alex 9 had on the community was insane

[@MyNameIsJenn5]

@@tannajoy_ For. Real.

[@AngelinaRox722WW]

something that wasn’t mentioned is how there’s also a growing trend with professional makeup artists being looked up for techniques, hard opinion on products, and such (ex: robert welsh). it’s almost as if we are kind of circling back to our roots of makeup tutorials for the everyday people. i actually like that viewers are shifting their attention to professional makeup artists rather than “beauty influencers” for makeup content. they practically share their knowledge and techniques that they’ve learned from working with different faces, rather than from a beauty influencer who has primarily worked with their own face.

[@rachelmorgan7565]

this!!

[@sirehong7088]

💯

[@nightxnight]

I just posted this same vibe. I miss that wave.. the pro instruction from people who weren’t sponsored, but used this stuff for their actual careers.

[@AngelissimaASMR]

Great observation!

[@toomuchspook]

I was 13 in 2006 and had just started to dabble in makeup. I remember watching Michelle Phan and absorbing everything she said like a sponge. She would be super interesting to do a "Evolution of" video on.

[@isitamoguel]

Yes

[@lilcrybby94]

yessss! she was the first youtuber i watching back then in 2008

[@4amlibra]

Omg same, she was my gateway drug into this crazy world.

[@rachelp.4182]

I think the pandemic also helped with the downfall of consumerism in the beauty community. We all stopped wearing makeup and then got a good look of all the crap we bought.

[@bimbozos]

i’ve been on a low-buy since the pandemic started. best decision i’ve ever made. i get my money’s worth, and actually *finish* products now; or at least create a dent.

[@laluna3738]

Just did another clean out of “what was I thinking makeup “ that in another time another place I had to have yet never used - it feels cathartic and even this Xmas I just asked for skincare

[@ToastedBlonde]

I agree

[@hwoods-kg1jf]

@@laluna3738 I also got more into skincare since the start of the pandemic and have lost interest in makeup. I have a rather large collection of makeup and I haven't worn makeup ONCE since the start of the pandemic. Wearing a mask all the time (when out in public anyways or in crowded places) and I also wear glasses so wearing an makeup is kind of pointless and I'm just never in the mood to do it especially because I hardly ever go out unless it's for a doctors appointment or the store so I'm not gonna put on makeup just for that lol

[@whititah]

Definitely

[@juliettedemaso7588]

“I honestly think brands ruined the beauty community” heck yes. And corporate KZbin. You could apply this statement to every literal community. Capitalism turns us against each other. “Go easy on the individual, hard as hell on institution” ~Michael Brooks

[@elianna9722]

I wouldn’t say it’s capitalisms fault, more just greedy people

[@britnifla1612]

I think a fair amount of us “aged out” of what was the beauty community. I just turned 31 and I remember watching almost every Blair/Elle Fowler and Kandee Johnson video back in the day. I “collected” a lot of makeup but it started to feel wasteful and I found other hobbies I wanted to invest in. I still love the beauty industry and trying new products every now and then…but I also know what I like and I’m not really looking for tips or reviews that often. I agree, total makeup fatigue.

[@shiny781]

Same i loved watching blair but now

[@ranjeetadnath]

Along with the makeup hoarding and fatigue, I fully agree with you, about “aging out.” I definitely went back to basics with my own makeup as I got older, and especially with working from home. I also noticed a lot of my favorite influencers becoming wives/mothers, so their content also changed from beauty to include mommy/home decor/lifestyle etc content, which I enjoy.

[@2stayweird]

Yeah I agree with this. I'm about to turn 40, I was really into makeup in my late 20s and early 30s. Now I never wear it. (I don't even own any makeup anymore; I purged everything during lockdown and have had no reason to rebuy when half my face is still covered by a mask on a regular basis, lol.) I feel like the "beauty community" is geared toward younger people with all the drama and nonsense... When I'm reminded that Tati is my age behaving the way she did, it's super cringe.

[@Zoe-ny2fn]

Definitely agree with this! Just jumped on trends and now I know what I like and what to spend money on 😊

[@ericat2209]

The community isn’t necessarily dying it just got so big that it now has plenty of niches. People are just watching what they’re interested in. I’m not watching everybody I go to specific people for specific things.

[@Indijana]

I agree. And I also think it's a bit more difficult to discover new channels because the algorithm hardly suggests new and interesting channels to you... to me it seems like they only suggest the channels you've already watched. It's annoying. I used to watch certain channels and then get suggested tons of new ones that had a similar vibe, not so much now. You really have to go out of your way to find new ones. So that might be why people stay in their niche, as well, but it doesn't mean it's dieing out.

[@mandy12372]

Yes! It’s easier to trust the opinions of those that focus solely on your niche interest. Those that try to cover everything can’t know enough about our specific interest if they’re trying to provide info about everything.

[@denisadellinger4543]

Me too

[@rosaluxemburg4310]

Interesting, Agree.

[@smooveayy]

Yep. I'm glad there's more black and poc creators now. I tend to watch more Black alt girls now than the big popular Jaclyn Tati type

[@lex6576]

I absolutely agree after Sistergeddon I was really done with all the "drama" I used to watch drama channels pretty frequently but when it stopped being petty drama and friendship problems and started being vile racism and actual crimes I just didn't want to hear about those people ever again (Jeffrey Star, James Charles, etc).

[@Starburst514]

And then some of the drama KZbinrs revealed themselves to be terrible or shady themselves too, it's like "Kay so I can't trust the "reporting" either so what's the point"

[@lanilynn1227]

it was so exhausting. I still have a lot of those channels in my sub box and every time I see a video posted from them I just think about how mf TIRED they must be from making that content if I'm tired just thinking about it.

[@elecops9825]

Same! I used to watch multiple KZbinrs reporting on the same drama. But it stopped being petty and entertaining to watch, and started getting quite disturbing. I stopped after the Sister Scandal as well. I come to KZbin to be entertained, not get triggered (I mean that literally, drama channels would talk about disturbing issues without any warnings, which really affected me) and I couldn't take it anymore. Some of them are still in my sub box but I've left that part alone and focus on videos that are fun, light hearted, interesting or entertaining.

[@XavierVB]

Exactly… During the whole dramageddons, I was plugged into everything that was going on. Commentary and drama channels had essentially been the main channels that I had watched, but after everything that happened, I gradually unsubscribed from all of them. They became boring and exhausting - I just stopped caring.

[@fulcafcoffee]

I recently unsubbed from all the drama and tea channels I watched as it felt like either they were glorifying these bad people, not really grasping the thing they did wrong, or they would make an overbearing amount of videos and updates that felt pointless, often fruitless background noise that would repeat the same thing over and over again. It wasn't fun anymore honestly

[@pazm1441]

I truly believe James Charles, Jeffrey and Nikita ruined the beauty community

[@Sonicman415]

Add JH..

[@Nina-jc3be]

SAME.

[@redheaddetective8424]

Yup

[@jessinicole7998]

Bye Sister was the end

[@MsCandyCane08]

Facts

[@decs357]

Michelle Phan also paved the way for artistry on youtube , i still remember her lady gaga look that they talked about and showed on national television.

[@thelonleyUchiha1]

I don’t think any community on KZbin can really “die” per say but they will usually hit a high point and then another community will come along and take its place either because of controversy or just the natural flow of trends. Let’s plays, pranks and beauty we’re all at the top at one point but now they have fallen to make room for another group. Considering though a lot of beauty youtubers are still posting, still getting views and success I don’t think it’s dead

[@jkakaqw]

Who do you think is the top community rn?? I would probably say the tiktok community on KZbin, since I get shorts recommend all the time

[@Starburst514]

@@jkakaqw I want to say the commentary community but I think it hit it's high about two years ago and isn't "dying" but I think declining a bit? Or I the the ones who started it are moving on and new people coming in so it's in a transition phase to the new gen (a lot more lady commentary channels I've noticed!)

[@goldstarsforall]

@@jkakaqw I know for my personal recommendations it's definitely gone back to minecraft. The DreamSmp and hermitcraft have millions of fans and has caused a revival of minecraft. But that's what I'm watching at the moment. So ya'know

[@bertieshuman9188]

I don't know it is the biggest, but the costuming community is on the biggest rise. I watch a pretty broad spectrum of channels, and the amount of random channels that mention Bernadette Banner and Micara Tewers is loopy.

[@sophiak.8369]

@@jkakaqw Yeah I agree with that, considering I see everyone posting shorts these days. Aside from that, like others have said, probably commentary as well.

[@thegayathrikable]

After watching this video, the evolution of Nikkie Tutorials would be a really good one to do. She was the first makeup tutorial I watched back in 2012 and she's still managed to keep relevant and is probably more popular than ever, which is so rare with the KZbinrs from back then.

[@vidaenpsicologia8587]

thisss please

[@elecops9825]

I would like this too! I've only recently started watching Nikkie and would be interested in hearing more about her evolution.

[@MEGalasso1]

Absolutely agree! Robert Welsh did a video reacting to one of her early tutorials, and I was so charmed by how thorough and approachable her teaching style was at such a young age.

[@nicolekennedy6841]

I would love that!

[@SarahDangerous]

When you mentioned Jackie Aina, it got me thinking that an evolution of Jackie Aina would be so interesting!!!

[@jaimefrenchofficial]

Haven’t even started this video yet but just wanted to say you are freaking KILLING IT 🙌🏻

[@KG9551]

I miss your beauty content! But I hope you’re having a great time on your channel ❤️❤️

[@ambra8957]

Jaime I am loving your new content!!

[@Ghost-lt4sf]

It’s Jamiiiieee!

[@Anonymous-ti8yw]

😱 the only other “beauty KZbinr/ex-beauty KZbinr” that I still watch commented. For the record I always preferred your funny content and was super excited when you refocused on them.

[@Ghost-lt4sf]

@@FukaiKokoro Watched the Spice Girls video before I went to sleep and it’s immediately a Jamie fav! So good. Hope you enjoyed!

[@karalekuse8590]

As someone who started watching youtube with Michelle Phan and BubbzBeauty, something I miss about the early beauty space was the message of inner beauty. I remember both of them always mentioning how kindness and being a good person was just as important as the makeup itself. Bubbz in particular was always very humble and grateful in her content and would encourage viewers to treat others as they would want to be treated... I miss that kind of genuine honesty and focus on personal growth

[@PrincessPunzie]

Omg I had forgotten about Bubz but I watched her too!!!!!

[@kai_winchester_66]

yeah I agree they felt more genuine in a way

[@ladycaticorn2950]

I forgot about Bubz! She was such a genuinely sweet and wholesome person. I wish the emphasis on humility and virtue were more apparent in the community today. Now, it feels like everyone wants to pretend to look like they've had plastic surgery and there's a very performative vibe. I don't like it at all.

[@tispetty]

My opinion: it will never be what it once was, but it's not dead. But it has taken a drastic change and will continue to do so I think. Also these changes also reflect on how viewers are changing. Example : when I first started watching beauty KZbin I was a heavy consumer , I loved tutorials , reviews (still do like these) . Now im the opposite I'm a less is more , I also dont find many as relatable anymore as I don't make 100 000$ a year. and also admittedly I'm bored with makeup. I still enjoy it of course but I feel there's nothing new now days. Trends just change but honestly I feel like it's been made in one way or another. Now im more into makeup commentary , drama commentary & podcasts. Ok back the video. ❤

[@jilljahns8406]

Something you didn't touch on but worth mentioning along the lines of "anti-makeup guru", so many of my favorite beauty creators have pivoted to things like shop my stash in addition to anti-hauls. There has really been an emphasis on conscious consumption and using/loving what you already have in your collection. Lauren Mae Beauty, Kelley Gooch, and Hannah Louise Poston are some of my favorites with this type of focus. Great video, Hannah!

[@mariiexo]

I've definitely noticed over the last 2-3 years that I'm not watching many beauty/makeup videos. I used to watch a lot of them every day too. The community has changed for sure

[@AmandaLeighS]

The beauty community is over saturated and too well known. It's no longer a "secret club" for makeup lovers who thought they found the hidden gem. I'm 30, so I've been around for the beginning of it.

[@Trollestiatumblur]

I miss the Michelle Phan days of the beauty community. I watch makeup tutorials for the tutorials and reviews… not drama, gossip, and tea.

[@patr70]

I am 86 so I have been around since makeup was first sold in department stores. Ha! 😎

[@teah80]

I think it's also worth noting the shift from drugstore makeup brands to luxury makeup brands. I don't think people are as interested anymore in Revlon or Maybelline's new releases as they are in Natasha Denona and Pat McGrath's new releases. I'm surprised you didn't touch on the fact that much of today's makeup buying public is much more into luxury, indie, or inclusive brands. I think that this shift is one major factor that is keeping the makeup community alive here on KZbin. For a long time the makeup community was very young white female with beachy waves or topknot hauling the latest lip butters and color tattoos. Now you see everybody and its more enjoyable to see different people apply, haul, and review makeup.

[@maia_gaia]

I think a big part of this is the viewers are mostly getting older, so they're more likely to splurge on a Natasha Denona that will last then a while rather than buy a lot of drugstore makeup that they'll cycle through more often. It also doesn't help that drugstore makeup has been getting more expensive while the quality has largely stagnated.

[@therobotdevil2284]

Honestly, yeah! If you go back and watch videos looking back on the hottest releases of the late 2000s-early 2010s, a lot of them were drugstore. Nowadays, drugstore makeup releases hardly ever get talked about at all!

[@kristasweetleaf5695]

I think for those of us that have watched beauty yt for years(or decades!) we become so oversaturated with more general public/mainstream content that we move on to either indie, luxury, or something else entirely. I do miss old school beauty yt because of the simple fact is there was sooo much LESS drama and so much more improving your skill set back then and you could kinda trust what they were saying or recommending to us.

[@durhammadison]

I did get makeup fatigued from all of this and I never realized it was more of a universal experience until you pointed it out. In 2016 I became OBSESSED with makeup, especially Jeffree, and I would spend so much money on all of this makeup that influencers pushed on me. Years later, I realized I barely used a lot of it and had to throw it all out, even though it had nothing to do with the quality of the makeup. The older I got, the more I realized how important it is to have good quality pieces that you use often instead of overbuying and collecting it. Now, I barely wear makeup. I still love makeup but I'm not obsessed like I once was. As far as the drama, I stopped liking Jeffree after the Conspiracy Palette release and all of that, and Sistergeddon too. It was so tiring at that point. I'm over all of the influencers now.

[@Anonymous-ti8yw]

Has anyone else cut off the beauty KZbin videos partially because of how wasteful the beauty community has become, particularly the giant companies pumping out products at insane rates. I also feel like influencers create fomo. Weirdly what started to turn me off the most was Tati’s unboxing PR videos. I loved Tati at the time and not in a hateful way, I just was kind of disgusted by how much free stuff she received to the level she literally can’t use it all. It’s just so wasteful to be sending these influencers this level of free product in a vague hope they will feature it.

[@kadygirlforever]

I think it would be more engaging for these brands to do some kind of free raffle for the average consumer than just ship boxes to “influencers” on a regular basis. Pounds and pounds of product flowing to salespeople leads to skepticism.

[@sashagemini7623]

I started watching KZbin regularly my senior year of high school (2010). I loved all the OGs. Zoella, Blair and Elle Fowler, Fleur, Ingrid Nilsen, Meghan Rienks…but I transferred to a university in 2013 and stopped watching on a regular basis. I graduated in 2015 and early 2016 I came back after a bad relationship. HOLY SMOKES was it different. I still followed creators but I really, REALLY miss the OG days. What I wouldn’t give for a spring tutorial with Mac Woodwinked and a revlon lip butter with Landon Austin singing in the background.

[@therobotdevil2284]

I feel ya, I took a long break from makeup/makeup content between 2012 and 2018, and WOW was it a whole new world!

[@EliseLuise]

Mac woodwinked + revlon lip butter + Landon Austin = nostalgia 🤌🏻

[@sheepylamby7320]

This! And honorable mention to the Pixiwoo girls. Love this era of creators.

[@taryndancer29]

Class of 2010 here who also transferred uni's in 2013 and wow what a different time it was.

[@leighfei]

Blaire and Elle were my introduction. To youtube and makeup. I remember recreating her looks

[@Anza]

Sandy and Michelle walked so James Charles could throw himself into mud puddle in the middle of the path and hope no one saw

[@SMK352]

You've hit the nail on the head with all of this! I felt the makeup fatigue so quickly. I got into buying makeup in 2016-2017 and ended up becoming VIP Rouge at Sephora and realize in 1 month I spent over $1000 in makeup and guess what??? Lots of the makeup is sitting in a box and I barely touched any of it. The makeup hype was a phase. I think now people are waking up to consumerism, frivolous buying and are being smarter with their money. I now ask myself " will I get good use out of this?"

[@catherinegonzales9544]

Fundie Fridays is another great “makeup with a twist” channel. She does her makeup while talking about different Christian fundamentalists and it’s super interesting

[@haileybuth9223]

Yessss Fundie Fridays is the best!

[@karpouzy89]

I love her! Her and Bailey Sarian are my fav makeup with a twist channels.

[@fae5163]

Jen is the best !!

[@AnaPerez-dj9ud]

Eww

[@karyon1007]

Fundie Fridays manages to delight me despite all the stories of horrible people.

[@a.n5740]

Your comment about money is on point. Not just about “flexing” but just the way that people talk about product and whether or not it’s worth buying. If you look at Tati since she’s come back - her whole demeanor is a lot more laid back and she seems more critical of whether or not these luxury products are worth it. It’s easy to say “yeah, it’s worth it” if you’re being sent the product for free, or have no idea of how much it’s worth. You approach things differently if you’re spending your own money…or if you don’t have an insane amount of discretionary spending to spend on crazy expensive makeup and have a huge area to store all of this makeup. I think the huge beauty rooms are awful (personally) because it just seems to be glamorized hoarding. There’s no way to go through that much makeup before it goes bad. (FYI: this is about big beauty influencers as a whole, not any one person).

[@Loonsthegoon]

You’ve been carrying this entire holiday season. Take care of your back soon mamas, you’re killing it.

[@lgcoates31]

I would TOTALLY watch an evolution of Jackie Aina! An honest, wholesome, thriving influencer who’s an absolute OG. PLUS featuring black creators! We love it ❤️

[@sheepylamby7320]

Here for this!

[@victuals]

🙄

[@sarahdavis85]

Here for this for sure! Please don’t forget to mention her underrated palette!!

[@AnaPerez-dj9ud]

Shes quite toxic

[@user-fj5mq2sx6u]

No! She is toxic!

[@xtheresaxo]

Michelle Phan was and always will be the queen. She really dipped at the perfect time to avoid the worst of the yt beauty drama

[@ladycaticorn2950]

She did! I miss her, but I'm so grateful that she taught me how to use makeup when I was a little girl. I started using anti-aging skincare when I was 12 because of her. People nowadays regularly mistake me for being younger than I really am. So thanks, Michelle! But yes, I'm glad she left when she did. I think it would've ruined my perception of her (as someone wholesome, genuine, and talented) to see her involved in drama/scandals. It also seems like she is much happier not being on YT anymore which makes me happy for her.

[@seliamila1005]

Bruh she's selling sketchy products in the middle of pandemic like essential oil

[@ladycaticorn2950]

@@seliamila1005 Essential oil isn't sketchy?? I mean, don't use it for medicinal purposes, but there's nothing wrong with using them (though they can be irritating to some people and some aren't safe for pets to inhale via diffusers).

[@seliamila1005]

@@ladycaticorn2950 essential oil is mostly useless and she promoting it to 'PrOtEct yourself from virus'

[@seliamila1005]

@@ladycaticorn2950 she's also in a cult

[@pluto-moon]

It's crazy how long I've been watching people in the beauty community. I don't think the community is dying. I think that people are finding their makeup related niche and sticking to watching that type of content. For example, some people are just watching product reviews, makeup tutorials, project pans, or just makeup and true crime. I also think people are moving towards supporting microinfluencers. I remember finding your channel when you discussed the Kukian Cosmetics drama lmao. It's been a great journey watching your channel grow into what it has become today🥰🥰🥰🥰

[@scler8453]

That's how I found this channel too - I guess that's one good thing out of John

[@Mrssteen]

In 2014 I wrote my masters dissertation on beauty gurus and how their credibility effected consumer risk perception. A short summary for those who are interested, credibility is composed of three things: perceived skill/knowledge on a topic, likability/attractiveness (though that’s on 100% clear cut) and trustworthiness. While I think point one and two grew, the final point seems to have crashed completely. Interestingly it was the first drama video I had ever seen that sparked the idea. It was a video on Blair Fowler (juicystar 07) the video basically claimed that Blair was lying about her age, her nose job, was drinking underaged etc. At the time Blair had a very clean image (think Disney star). After this video started circulating, her dislikes where terrible! She had to disable comments etc. Then she did the biggest uturn i had seen at the time. She made a video called “10 things you don’t know about me” where she owned up to everything! Yepp she had a nose job, yep Blair wasn’t her real name and she also showed more real self. She admitted to having tattoos and really dirty humour etc and like she was 19 so she wasn’t doing anything like super wrong. That video was “No more lies” before “No more lies”, it was genuinely genius! And after that her Channel was more successful than ever. I feel like I’m the only person who really remembers this, as it was in 2013. Does anyone else remember this?

[@ashtonv1730]

I never knew about that. That is an interesting bit of info!!

[@britt_2617]

What a cool dissertation to write!

[@CBlake-xy5cm]

I think you and Hannah should start a consultation business to help makeup companies interact more ethically with influencers and consumers. 🦋🧡🦋

[@Ghost-lt4sf]

“Sorry it’s so long and rambly.” Smokey. Honey. Dear. I’m here exactly for your consistently insightful long rambles. 😚

[@thebeaside]

Right, that’s been my favorite KZbin trend. The shift towards more podcast style long form content that feels more relaxed. I’m too old to have a ton of info dumped at me in a snappy 5 min video. Like damn, give me a chance to process.

[@GreatGreebo]

Another well done video…I feel everyone is currently tired of the “shilling” aspect of the beauty community. Also, watching wealthy influencers behaving badly, whining and creating drama is incredibly unsavory and tacky. All us average people in the “real world” are dealing with actual problems and are burned out on rich, entitled people making up ridiculous “problems” because they are bored and want attention. Thank you Hannah! ❤️

[@taysikanen]

Beauty community may have died, but luckily John Maclean is immortal.

[@danyf.1442]

Underrated comment🙌🙌🙌😂

[@Sonicman415]

I just watched Die Hard.. it holds up🤟🏽🤟🏾🤟🏽

[@taysikanen]

@@danyf.1442 I agree 😂

[@christinejeanbaptiste9496]

I’ve been saying for the longest. MICHELLE PHAN DOES NOT GET ENOUGH CREDIT . The woman SPRINTED for everyone to walk

[@chummidixit6433]

I think the pandemic has also affected the beauty community a lot. We can't really splurge on unnecessary eyeshadow or lipstick because of unemployment rise and money issues. Also there is way less chances or excuses to go places that need to dress up and wear makeup.

[@MakenzieHallie]

I agree. The brands sending and pushing this huge amount of product, shifted the narrative from informational to a lifestyle of excess.

[@ideclarebankruptcy9077]

Hannah blessing us again!! This is my first glowmas and I cannot express how much I look forward to your uploads every night. Thank you so much for your hard work and dedication we all appreciate it. I could listen to you talk about anything ♥️♥️

[@maplep1464]

Same!! I binged most of the last glowmas, but now it's coming "live"! Lol

[@ginao6810]

Welcome to the club folks! It’s full of delightful people enjoying the delightful content 💕

[@bellissima78]

The evolution is wild. I remember Marlena using MAC, when MissGlamorazzi and Fleur would have these massive hauls and viewers didn't catch on yet to DL sponsored content or how much people earned from YT even then.

[@laciena]

Wow not fleur and missglamorazzi. Lol there was a third girl in their pack but i forgot her name. I just remember them hauling makeup, clothing and hair products..What a throw back lol

[@fldombro]

@@laciena Is it talkbeckytalk or Tanya Burr?

[@kpatt13]

Amarixe (Allison), Tanya burr, and Nikki Phillipi were in their squad too, with some special appearances by glamlifeguru (Tati) and Elle Fowler. Yes, that Nikki Phillipi…

[@bellissima78]

@@kpatt13 Yes, so funny what Nikki has become. I barely watched her then, mainly when she collabed with some others. Then bam! I recently read about how awful she and her hub are.

[@meganhardwick1598]

I think when people claim that they want videos that are “All about the makeup” and that they want to “go back to how it used to be”, what they really mean is that they want a less negative beauty community again. Mostly all of us gobble up the drama, but we don’t love the negative feeling that the makeup community brings these days. We want positivity and fun. Maybe a sprinkle of light hearted drama. Not crimes and racism and greedy money hungry jerks. We just want entertainment that doesn’t upset us. An escape from our day to day life’s.

[@ladycaticorn2950]

This is especially true for U.S.-based viewers. After going through the pandemic and the tragic murder of George Floyd, life feels a lot harder and darker these days, so we don't want a beauty community that is so heavy and negative as well.

[@sheridee]

The moment a beauty guru says that they’re “obsessed” with something, I roll my eyes and click out of their video.

[@amandavanasselt]

So many are ‘obsessed’ these days…being ‘obsessed’ with something used to mean one was slightly unhinged! ….that says it all 😂😂

[@kadygirlforever]

It’s nauseating when they just try it the once and they rave about the quality. We normal people want to know how it wears throughout the day.

[@madisonrachel1292]

the fact that you managed to not only put out so many videos this month but make them quality well thought out videos as well is so impressive!! you should be very proud! Make sure to take a good nice break soon❤️

[@RealUpStaged]

I will never forgive MannyMua for convincing me to buy the Colourpop foundation after not disclosing a sponsorship. I don’t have a lot of money and that foundation and concealer is the worst.

[@vanessam7020]

yesssss omg

[@Sonicman415]

This shite.. I have never bought his brand.. JH too.. yucky.

[@Amb21710]

@@Sonicman415 everything I have purchased from JH has been an immediate return. Complete garbage. But everything I’ve purchased from Mannys brand has honestly turned into my favorite products and I love it all so much. His brand really is legitimately great. If you haven’t tried his lip gloss yet give it a chance. The formula is so unique and comfortable and amazing.

[@tracystano2002]

Gosh I remember when I started watching beauty YT videos in like 2009 or so, and seeing these insane makeup collections. How I felt the need to own 50+ blushes, and now I get overwhelmed having 10 lol. I'm all about a curated collection!

[@kadygirlforever]

My Project Pan experience really humbled me in realizing how impractical it is to buy excess. Products expire and it takes forever to use what you have. How many shades of brown do we really need anyway?

[@erinniccoinn1gh]

my favourite beauty creators are: john maclean, amandabb, jackie aina, liam mcevoy, and pixiwoo! back in the day, pixiwoo sam really helped me learn to apply makeup for my face shape. i have a similar jawline and she helped me see the beauty in it :)

[@shortcake66]

Also love Robert Welsh for makeup looks and reviews (and his twin James for skincare, and especially the ones they do together where they get silly.)

[@TaraSmallss]

I definitely got makeup fatigue, and beauty community drama fatigued. I still have eyeshadow palettes from 2 to 3 years ago that I haven’t even used yet. I’m still working my way through makeup from years ago. I definitely needed a break. I don’t even watch makeup content anymore. This was a great video!

[@genevieverodriguez]

I would love to see an evolution of the OG youtubers... the Michelle Phan, Elle and Blair Fowler, Zoella, etc... I have been watching beauty youtube since 2009 so it's been a wild ride. I basically stopped really keeping up in 2017 and jumped ship to the planner community and its been so much better.

[@lauras5359]

I only still watch Zoella out of all of them and its because I love keeping up with her. She feels like my big sis still

[@karlajimenez4700]

Seeing John Kuckian’s face again is so awful. I’m glad he didn’t have much of a comeback. You’re right though, after all the drama I got turned off and turned into a lash extension/chapstick girl lol

[@anarsuarez]

I don’t remember how I found you but I’m glad I did. I can listen to you talk forever 😂

[@bobbiemurphy3211]

I miss the simplicity. I have fond memories of me and my old best friend having sleepovers and watching Michelle Phan videos, then practicing the looks on each other. I miss those obnoxious huge eyeshadow palettes with 80 different small pans containing every the color of the rainbow. I miss when products weren't being shoved down your throat and that weird feeling of 'if I don't have these exact products, I can't create the look' so you go out and spend so much money on products you'll never use again, wasn't a thing. I miss the more simple times. They'll always hold a special place in my heart.

[@meganfisette1365]

I agree. I miss Michelle Phan making videos/content as well.

[@RubyBlueUwU]

I honestly don’t think it’s dead, I think that it’s not trendy anymore…I think that the people who were only here for the makeup popularity boom have moved on to the next trend (which, like, no shade! Nothing wrong with that) and we’re left with those of us who really enjoy using makeup whether or not it’s shutting down cities or selling out in an instant, and there’s nothing wrong with that. Everything has highs and lows, it’s perfectly normal, and calling an artistic community “dead” just bc it’s not the it-thing right now it’s really stupid

[@Stylefusionworld]

You are AMAZING. The fact that this video is an ongoing conversation between myself, friends and colleagues in the beauty space, speaks volumes. Everything you said was spot on. I feel like those that are in the Beauty space need to watch this video. Just spot on. Became a new subscriber! Hopefully there are those that can benefit from the pure jewels you dropped. 🙌🏽🥰

[@beksl5411]

I really love you put support hotline in your description. Thank you, its rare to find a genuine person in yt and social media community.

[@brooklynwaterfield5776]

I watch the same three channels and have done for years. It’s so overwhelming to try and keep up with 10 new KZbinrs with 10 new makeup releases each day!

[@droolingstar7577]

the way I just finish watching ur Rachel Hollis video and now this?? a blessing really💙

[@teomda2975]

Same!!

[@MochaxMatcha]

I love all the makeup with a twist videos, anti-hauls, and project panning. It encourages healthy behaviors toward makeup consumerism and only keeping makeup you really enjoy on a regular basis. 🥰

[@marie-andreec5164]

The beauty community isn't expired, it's growing up. It's no longer in the overexcited "fandom" phase and has entered a more mature phase. It's actually a good thing.

[@blankbenefit449]

Tbh I like peace. The whole drama combined with illegal actions of some of the top influences are not my thing. I’m just here to chill and make myself motivated to do some makeup. It’s quite sad how beauty community ended up like.

[@hautemesstom]

I think the beauty community is shifting or at least the corner I have found myself in is. It seems to me that everyone who bought so much in the golden era is now diligently trying to use and sort through the makeup they bought then. So beauty is less money motivated and more using what you have.

[@dawngraham2697]

Yes! I bought all the damn Colourpop palettes for two years straight and now I’m depotting them all into z-palettes, sorting out and giving away dupe pans, trying to downsize and use all this mess.

[@lissaMJH]

Exactly this! I've just started giving away bags of makeup...high end expensive stuff...to anyone who seems slightly interested. I know I have more than I can possibly use before it goes bad

[@yanillsanabria_nerdyglam8261]

This! You nailed it exactly!

[@arcticflower1760]

In my case I stopped being that interested in makeup because I've finally found out what kind of makeup is the best for me and realized that I don't look better with more complex eyeshadow look. Honestly I would stop wearing makeup completely if my skin was not looking that unhealthy

[@suzyblack8396]

this is a great analysis, particularly the segment about brands ruining the beauty community and driving it in the direction it went.

[@gtfoangell]

an evolution of jackie aina would be amazing

[@pumpthebrakes]

Just wanted to say I was doing Smokey eye and winged eye looks with high lighter waaaay before anyone you mentioned. I was just doing it in my bathroom mirror before going off to work every day. I’m 58, these people didn’t create anything “new”.

[@kathrynadorno2532]

Ancient Egyptians did winged eyeliner. Its timeless.

[@ashtonv1730]

Yes, everything, even fashion, is all just recycled ideas.

[@pumpthebrakes]

@@kathrynadorno2532 so true!

[@pumpthebrakes]

@@ashtonv1730 absolutely! There are places in the world where time has stood still like villages in the Middle East. Their style of dressing is the same as when Jesus was around

[@ashtonv1730]

@@pumpthebrakes omg yes, great point! The world is a fascinating place.

[@sunshiness8948]

I'm genuinely sad that glowmas is about to end because I love your videos. You're so much fun and well-spoken that I really find you so relaxing. 💜💜💜💜

[@wahidishrar96]

Just got to the part where you're talking about your makeup bubble bursting video and realized how long I've had you in my screen while I do skincare/brush my teeth/exercise etc. Love your work and thanks for keeping me company!

[@tamoumoune]

i really want to thank u for posting, i’m currently dealing with depression and anxiety especially 4AM and i have not slept but ur video and voice always cheer me up so thank u for that.

[@Emily-ck9ji]

Omg. I'm so down for this video topic. I remember the good old days fondly: Makeup without drama and gatekeeping. Once it turned into influencers shilling products and focusing on drama instead of their audiences, they stopped being relatable.

[@trinity4015]

girl you are spoiling us so much, i be falling asleep to one video and waking up to a new one

[@navnher1135]

You are literally the only beauty channel i still watch along with Alexandria Ryan and her i mostly watch unboxings and roast of advent calendars

[@ekpurplefreak1210]

I love hearing your opinions!!! Beauty KZbin has changed so much over the years! We shall see what the future holds… especially balancing new launches and exciting things with minimalism and panning palettes and makeup items

[@Layyla44]

saying this before watching 😅: It's not dead just quieter. I think there is less drama as an everyday experience so the community is less talked about and less hectic. but the base of loving makeup and everything that goes with it is still here and so are the people who are creating and watching .

[@TheSantaMaria1]

This was a video I was waiting on you to do! As someone in their early 30s, I been into makeup since 2005 and beauty youtube since 2009. Ive seen A LOT of changes. Tutorial KZbin/ Beauty Blogs was the real golden age of the beauty community. You were spot on with your timelines and major milestones that changed the community. Facts, that 2015-2018 was the heyday of the over consumption era. (I own all of the hype products from that time). For those of us that are 30+,we were completely turned off by the drama and younger big names that acted like they created makeup. Hopefully, we fall back love with makeup soon. Excellent video!

[@brandymorris2311]

I like your cozy vibes background!! It’s such a nice change from the typical all white, minimalist backgrounds that so many use as of late. Both are cute but I love yours!

[@jocbernard2101]

I literally look forward to watching Smokey every day, I love working out to all the ✨tea✨

[@mentally-ill-mary]

Yaaassss Hannah!!! I’ve been *DYING* for something good to watch 😩 thanks girl 💛

[@wolfordclay]

This is the BEST background you’ve had in your videos in my opinion! I love it !

[@nicolealain4864]

Your opinion on the direction of the beauty community and your advice was super insightful! As I get older I feel like I’m focusing less on makeup and more on how I can better my skin/skincare routine.

[@tinytaz6668]

Super interesting! I only discovered beauty KZbin during lockdown (been making up for it since) so, fascinating to see the origins. Love the new background, but have to say, also love when you’re sitting on your couch. Feels like we’re sitting having a coffee and a chat ☕

[@itsmecandicemarie]

I think larger influencers haven't died out, but I think people just don't want to watch them anymore. I find them intensely unrelateable. & I also find I'd rather watch small influencers or actual professionals.

[@bittertea]

I really like how you summarized everything and this timeline brings back memories in a way. xD I miss the old more practical beauty community.

[@lexlaree3574]

I personally love your long and rambly videos!!

[@kenzieperez02]

Love you Hannah 🥰🥺 glowmas was the highlight of my year even in the darkest days seeing you made it better

[@yaelhoefs4791]

I think that there are two different communities (or maybe even more). The channels where there has been so much drama (think Jeffrey star, James Charles etc.) really big channels. And there are the somewhat smaller channels that actually do tutorials and only talk about make up. I would like to see the beauty community to be more like the second one.

[@nataliecope7985]

Honestly I think a big miss from your conversation is the impact covid has had on all spending, including makeup. We are hardly going anywhere and the need for makeup has decreased significantly. Also, makeup is such a luxury good, people are concerned about paychecks and trying to save. There is a push/need to use up what you already have. Covid also significantly changed makeup trends. The look right now is very simplified and natural, you don't need 15 products anymore to do a "full" face of makeup.

[@phoebeisagiraffe]

I literally cannot tire of your videos. You are SO well spoken and always explain everything so well. You go girl seriously ❤️

[@mhioca7279]

Oh I'm so excited,this sounds spicy!! Also your sweater looks amazing on you!! That colour is everything ❤️

[@lenaguier9421]

the youtube beauty community has been reduced to a bunch of influencers whose only tie to makeup is the fact that they wear it, which is really sucky for smaller channels who actually care about their content and their makeup artistry. the main beauty gurus having gotten ‘stale’ (for lack of a better word) pushes people away from watching smaller creators in beauty spaces because they’ve set the precedent that all makeup content is like theirs.

[@socalbeautylover7424]

The shilling by influencers is a massive turn off IMO. When all the big "gurus" were pushing all the Morphe and Girard Cosmetics codes, without being transparent about the fact they were receiving big kick backs, I lost so much interest in beauty KZbin, and trust. The commercialism became a big problem for me personally. I was dealing with my own mental health issues, but also with my teenage daughter's issues. Instead of therapy, I used retail therapy. I amassed a massive collection of makeup. I knew I needed to step away from YT and IG to get my spending under control. Once I came back to watching beauty content on YT, I had to heavily cull my subscription lists. Now I'm only subbed to a fraction of the list. But I watch content creators who come across as genuine, authentic and honest. I don't watch any of the huge creators, primarily because of the drama and overall disgusting attitudes. I'm in my 40s, so whatever J Star, James Charles, Jaclyn Hill, Jackie Aina, etc. are doing is so far off my radar that they are completely irrelevant to me. I feel another issue is all the influencer brands. I can't think of a any where the quality impressed me.

[@Sonicman415]

Bam..

[@kayore611]

You are doing absolutely AMAZING this Glowmas!! This video was perfection.

[@ceciliaaaxiful]

I definitely feel like the makeup craze of 2016 isn’t the same anymore. I feel like the peak time of buying every palette release died after an over saturation of both content and products. I’m still out here using Laura Mercier powder and Shape Tape because I don’t binge content and buy new hyped products like I used to.

[@katewilson4339]

You make so many good points here. I remember watching Michelle Phan’s early content and trying to recreate her basic looks as a teen with my first few pieces of makeup. My parents are older and never really taught me about makeup, and KZbin was how I learned. And I left beauty KZbin around Dramageddon 1 because of makeup fatigue, especially as a broke college student who was frustrated by the desire to own everything (Tati beauty room syndrome) and being disappointed in things that were being reviewed (Morphe code disease.) You’ve been such a great reintroduction to the community and I binge your videos because I appreciate how real you are and the work you do to advocate for marginalized people. I think you bring a lot of nuance to the table, like in this video. Thank you for making a kind of lonely time of year (and a lonely decade lol) into something fun and engaging. It means a lot.

[@OliviaLovesMusic96]

No need to apologize!! I love your analyses!!!!

[@sarasilva7105]

I really started to watch project pan videos and shop my stash videos. I enjoy watching youtubers with smaller collections actually using up makeup now. It gives me motivation to buy less and use up my own makeup before buying more.