These brands think we’re stupid… the TRICK they’re using to make us BUY MORE

How beauty brands trick you into buying the same things OVER AND OVER again…
Makeup Musings Playlist: • MAKEUP MUSINGS
---
PRODUCTS MENTIONED:
Danessa Myricks Yummy Skin Primer $34
howl.me/cl7Zif...
CoverGirl Skin Perfector Essence $22
howl.me/cl7ZiV...
Hourglass Vanish Concealer (3.5) $36
howl.me/cl7Zjq...
Patrick Ta Major Sculpt Duo (She’s Statuesque) $40
howl.me/cl7Zkp...
Patrick Ta Major Headlines Blush (Just Enough) $38
howl.me/cl7Zlh...
Pixi Endless Shade Stick (Matte Congnac) $14
howl.me/cl7ZlL...
Beaubble x Rudi Mascara $25
beaubble.com/p...
Kosas Lip Liner: Coming soon
Summer Fridays Lip Butter Balm (Birthday Cake) $24
howl.me/cl7Zny...
---
WHAT I’M WEARING:
Earrings: Amazon
---
AFFILIATE LINKS/CODES:
Ulta Beauty: howl.me/chJCSs...
Sephora: howl.me/chJCSs...
Natasha Denona: natashadenona....
Code “KELLYGOOCH” for 15% off
Sigma Beauty: www.sigmabeauty.com/KELLYG
Code “KELLYG” for 10% off
Kokie Cosmetics: www.kokiecosme...
Code “KELLY25” for 25% off
Salt New York: go.shopmy.us/p...
Code “KELLYG” for 10% off
REFERRAL LINKS (not affiliated):
Rakuten: www.rakuten.co....
Get cash back when shopping online. Sign up and receive a $10 welcome bonus.
---
FAQ:
What is your skin type? Dry, sensitive, acne-prone
What camera do you use? shop-links.co/...
What editing software do you use? Wondershare Filmora
How old are you? 30
For business inquiries: [e-mail]
---
FTC: Affiliate links are used (may start with magic.ly, rstyle.me, shop-links, or howl.me). If you purchase through these links, I may receive a small commission. This video is not sponsored. All opinions are my own and always will be!

[@emmabenson0]

I work at Sephora- the amount of questions I get about skin tints and tinted moisturisers and people these days don't think they need a foundation, or don't want a "thick foundation" but want a medium coverage skin tint,. like gurl the only difference is the name. they want the it cosmetics cc cream because its labelled cc cream but it's literally a full coverage thick foundation. the marketing is WORKING!!!

[@CosmeticControversies]

I'm a BA at Sephora too and this is so relatable

[@n.m8287]

Do you think the reason why they want something named a tint so the people who shames women for wearing makeup would not shames them? Cuz if someone shamed them for wearing to much makeup they will say im wearing a tint it’s not a lot of makeup even if it a full coverage one.

[@guitargirl9714]

Amen about the It CC cream. THANK YOU for acknowledging the facts. I bought into the hype, literally, and bought a two pack from HSN just sure that I’d love it. I swear when it was so popular influencers were just riding the wave talking about how amazing it was. I tried every application possible and it was still too heavy because…. It’s NOT a CC Cream. It’s a full coverage, heavy foundation, sold in a tube with a pump, labeled and marketed as a CC Cream because that’s what was popular at the time. It’s honestly turned me off from buying anything from It Cosmetics since. I’m no dummy, but nice try.

[@zeerose8205]

@@guitargirl9714 sameee, I never got the hype. it was so gloopy and heavy feeling. each time i see someone using it i cringe and am forever turned off the bran lol

[@anged5142]

I remember when bb cream became a thing years ago it was actually light coverage and moisturizing. I was so confused when everyone switched to cc cream and it’s so thick. Defeats the purpose for someone like me who gets anxious having thick foundations on

[@LynneConnolly]

Two words that get people to buy: "Clean" and "Natural." There is no official or clinical definition of either term. You can shove it on any product you want. For skin tints, etc, I blend foundation with moisturiser.

[@FebruaryGloom]

This healthy cynicism/wariness of marketing and industry tricks is the one of the reasons this channel is one of the few beauty channels I love

[@adrijanaemilieconroy]

I genuinely don't mind that they call thin foundations "skin tint" because it kind of denotes the type of coverage it will give. Although I suppose they could just call it a light coverage foundation.... I would also like to say, I used to try and sheer out foundation with cream, but the consistency was not good & it oxidised it. So, I like being able to buy the product already mixed. Just the one though. not one of everything!

[@danicee]

Natasha Denona selling the “glow beautifer” instead of calling it a highlighter to market it as a multi-purpose glowy face powder is why I have trust issues with the brand. Just call it a highlighter that can used on the face & body 😓

[@janicedevereux2839]

I am a grown-up girl in my 50s! 😮 We didn’t have setting spray in the 80s .. however, we were our own beauty creators 😂. I would do a full face of make up to go to the clubs and used AQUA NET HAIRSPRAY ! 😮 worked beautifully, and that make up did not move through a night of drinking, dancing, sweating… did not move. We put a little bit of our Maybelline foundation into our PONDS cold cream/moisturizer mix between our fingers and rub it into our skin as a “tinted moisturizer”. In the 80s, there was no such thing on the market as a tinted moisturizer so we made our own 🤷‍♀️. We also added a dot of foundation into our sunscreen to make a tinted sunscreen for the beach . We used a bullet lipstick as a “cream blush “. Vaseline was our lip gloss and our nightly under eye cream. Bottom line we just did not have all of these individual products so we just experimented🤷‍♀️.

[@maryeckel9682]

In art school in the 80s, I mixed pastel dust with ChapStick and put it all over, lips, cheeks, eyes. And in my hair. But those lipsticks back then were next level! I really miss them.

[@lookitsgrandma]

Aqua Net frickin' worked! Neither the hair nor the makeup would budge.

[@janicedevereux2839]

@@lookitsgrandma absolutely! It was liquid crazy glue😂 I believe I used to buy the pink can.

[@tammystiletto]

I love hearing about this

[@allieRUOK]

I love this-- a few years ago I went into sephora for some makeup assistance for an event as someone who rarely used or wore makeup at the time. The gentleman who helped me didn't upsell me on 80 different things, instead he showed me how to use bronzer for my face AND as eyeshadow, and lipstick as blush. My makeup collection has "grown" since then but I still prefer to buy things I can use for more than one "look" :)

[@shelbyschroder4140]

Master Esthetician and former Sephora employee: I call skin tints what they are. Extremely sheer coverage foundations. They are still base products with pigment.

[@KellyGooch]

Yes!!

[@ZijnShayatanica]

THANK YOU. And [at least for people w/ dehydrated or dry skin] you can make your own skin tint by mixing a colour corrector &/or concealer into your regular daily moisturizer. MAYBE a little dab of cream bronzer if you want to ensure the shade doesn't get lighter. But like... In so many situations, WE HAVE ALL THE STUFF WE NEED ALREADY.

[@sererev]

@@ZijnShayatanica exactly!! works for oily skin too, just use a gel moisturizer + foundation. AND foundation ranges are much wider than skin tint ranges so you get a better shade match too

[@GONEmypurpleflapjack]

Master Esthetician is a scam too lol like people pay you money to prey on their insecurities.

[@squamman631]

I don’t think they’re like trying to be anything else…. Like this isn’t new

[@juliewells4282]

I do not like the *new* tinted sunscreens because people are going to apply them in too small of an amount-like it’s a foundation product-not in the the quantity needed to get the SPF. And if they do apply in the proper quantity for an SPF, they’ll go thru the product super fast since it’s in a small bottle, making it a very expensive sunscreen. 🤐

[@UnpurrfectRobyn]

This is very true! I get that brands started adding tints mainly to mineral sunscreens to offset the white case of the zinc formulas of old. But we have much more sophisticated zinc now that can be sheer. And yes, if I choose to use a tinted sunscreen and don't want to use the proper amount of it for SPF purposes (because I might come out looking like an oompa loompa if I do), I layer it over another SPF!

[@violetviolet888]

@juliewells4282 The best sunscreens are made in Korea. Beauty of Joseon and Innesfree.

[@vanessaa7602]

Which is why you apply SPF before you put on whatever makeup you're wearing for the day. Two products with SPF? YES!! Layer the protection.

[@maddie8415]

Especially the "universal" tinted ones. They're usually a light-medium shade that only blends into skin tones any lighter or darker if you really thin them out and lose most of the sun protection. The tiny containers really drive me nuts, like Supergoop's new skin tint that comes in this tiny bottle. It's irresponsible of a sunscreen company who prides themselves on sun protection to act like the very small amount of that people will use will offer true protection.

[@jessquid]

17:05 THIS!!!! this is exactly why I HATE shimmery blushes. it's a lot easier to add shimmer than it is to mattify. Same thing with lip products. You can add gloss to a matte lip, but it's a lot harder to mattify a shiny lip product.

[@fnnygrndm]

This is how I feel about coverage for foundation/concealer. You can sheer things out.... but you can't always build.

[@yoonjungie]

i feel like it's more about the products themselves and less about the look you can make from them. that's also why a lot of products go viral cause of their packaging. it's more about the novelty of owning a cool product, so you wouldn't want to just mix your old products to get the same look.

[@susanjeffries5108]

Yes! 💯 agree.

[@leslievanhouten]

I’ve been wearing makeup since the 90s. Glossier’s skintint was def something new back then and is def not a tinted moisturizer. But yeah, all those products are what the old people call “base”

[@amandaredd3057]

Base! Oh wow, I've not heard that term in so long! ❤

[@maryeckel9682]

I haven't called it base since the 80s 😅 it's foundation

[@lookitsgrandma]

Confirmed. I still call it "base makeup" on occasion and am definitely old. 😂

[@SG-pu3rx]

​​@@maryeckel9682 ohh bffr every makeup channel uses the words base makeup every few videos AT LEAST

[@sapphirek5244]

@@SG-pu3rx yeah but when they do, they usually mean the combination of all of the face products, usually following it up with “starting with foundation…”

[@sage_forensics_2261]

Kelly, I love the idea you mentioned at the beginning of the video...MUAs have their own kits. We, as consumers, have our own kits, too, so to speak--or we should. We should have a kit, or collection, that serves our specific needs (skin type/tone, eye color, etc.) without necessarily buying everything...just because it's the newest trend. One of my favorite things to challenge myself with is to see how I might recreate a new trend with what I already have--assuming I like the trend and it's right for me, of course, LOL! Most of the time, I find that I can do it with products I own already that I know work for me. Then, I can save the money and focus on learning the new technique associated with the trend which is actually the more fun and creative part, IMHO. Great topic, Kelly! 💜

[@Moo-2310]

Yes! Every makeup user is essentially building their own little personalised MUA kit. The only difference is that, as one person, you don't have to buy stuff for tons of skin tones/types and can avoid things outside your preferences. My own makeup collection is somewhat inspired by different MUA kits and even though it fits into a tiny drawer, there are very few looks I've seen/thought of that I haven't been able to do.

[@xoxostaci]

It’s like they’re using the dictionary and fusion to create new words. But it is all a marketing gimmick to make us think it’s “something new”

[@anniebale4343]

Heugh, you're right on the money about the whole highlight turn-off. I feel this way about blushes and lip products, too, being advertised as everything except what it actually is. I gravitate toward traditional bullet lipsticks and glosses mainly 'cause they're very blunt about what they are. A bullet lipstick, likely a creamy consistency, or a matte one might feel a little powdery. A gloss, cushy and shiny, and can vary in pigmentation. I get that brands always have to try to stand out among the rest, but tell me why products like "lip luminizers" or "cheek glows" were necessary. They're still a lip gloss, and they're still a blush mixed with a highlighter.

[@DumiNihi]

Low-key i like the name low-lighter, it feels on the nose for a soft highlight

[@jo4vt]

I thought low light actually would mean contour? Low lights involve adding darkness when it comes to hair.

[@juliawacker]

The term lowlights is a thing at the hairstylist to add contrast/dimension to fair hair.

[@divu1784]

It's literally a look that can be achieved by just using a highlighter in less quantity. Like just don't build up the highlighter. It doesn't deserve a new separate product!!

[@cayennepepah]

Just had a talk with some of my friends about this! There’s a stigma especially towards the word “foundation” because it seems like something a pro makeup artist would use, something “thick” and not for the daily, something that is “fake” and people here in Asian tends to look for something that screams “natural”. So the “serum foundation” and the oh-so-effortless tinted sunscreen feels like a great alternative esp for people who just started to use skincare/makeup, feel that they make choices that are more natural and eco-friendly. Cushion are such a craze here despite it’s still a foundation

[@julesbee6249]

I’m old enough to remember when foundations, etc were referred to as “base”. You also didn’t need primer and setting products. I love my makeup but we are definitely over consumers here in the states. Buying makeup and skin care products is my addiction…from the dollar tree to more luxury brands.

[@maryeckel9682]

Really, how did we survive without primer?

[@lipstickzombie4981]

​@@maryeckel9682We set it with a heavy dose of baby powder if it's the stick or liquid type. If you got a strong electric fan, you lock the fan and sit in front of it till the foundation dries ( images of my Gran pops in my head on this one) 😅. But for the ultimate bulletproof stuff, water activated cake is the way to go.

[@janicecroissiert9116]

@@maryeckel9682primers even ones for dry skin make my skin feel tight and dry. I don’t like any primers of any kind. Tried them all.

[@evelinaz1548]

@@maryeckel9682 honestly i rarely use primer now. for me it doesn't do much!

[@LilyRose-e3n]

I relate so much to the highlighter rebranding, the rare beauty « shimmery » blush are just a poor rebranding of their highlighters. It’s just a pink highlighter and the reviews were just off too. Turned me off.

[@KellyGooch]

I was surprised by it too! I would definitely consider it a pink highlighter

[@LilyRose-e3n]

@@KellyGooch i wish they at least changed the packaging too!

[@danicee]

Completely agree. I feel the same way about the highlighting powder Natasha Denona is advertising as a face powder. Timing is everything, too, because the brand just launched a foundation powder so selling a highlighter as a face powder is just to make that foundation powder more appealing.

[@kairos-049]

Yes thank you, finally someone brings up how brands are just inventing confusing names for things because the market is so saturated that they can just release another lip gloss or sheer foundation. Like, Milk Makeup released the sunshine skin tint back in, what, 2015? They called it a sheer liquid foundation, because that’s literally what skin tints are.

[@Joltikdaisies]

I love the videos you’ve been making recently! So many people on the platform push products to no end, it’s refreshing to be encouraged to think critically!

[@maryeckel9682]

I remember Cover Girl Super Sheer foundation way back in the day. Thank you for bringing those tips to a new audience! At 63, I've done all of that and more. I know people are just as resourceful today; they just need the spark.

[@fabisparadise3141]

“But do you have a skin enhancer?” “No probably not 😌” I love Kelly 😭

[@Aquakat125]

You’re spot on about the rising trend of using marketing buzz words to repeat the cycle of “what’s old is new again”. Just the other day, I forced myself to look up what “glow” is actually defined as from a few dictionary sites because my head was swimming, trying to understand how varying contrasting products can all claim to give a “glow” to the skin. I saw a comment somewhere on Reddit that TikTok is QVC for Gen Z and I agree. We need to be more conscious as consumers of the sales & marketing mind tricks that this dynamic industry will continue to play on us to spend more money on products we already own a variation of.

[@barbiemadison2303]

Whta Is Qvc?

[@LP-ct9nk]

QVC is a shopping channel in the states

[@jessicageez]

related: it drives me nuts when ppl say they're not wearing makeup "just a tinted sunscreen" 😖

[@debralecuivre3366]

You can make your own skin tint by putting foundation into your moisturizer.

[@teresamckeown5594]

I do that everyday. I don’t like a heavy look.

[@DopamineDecor]

😮

[@CandidLy1]

Exactly!

[@SG-pu3rx]

Doesn't always work and really depends on the base of the foundation and the cream you choose to use matching as well as bunch of other factors that could effect the end result

[@christinalamp8758]

Kelly!!!!!!! This series is soooo good. Thank you for doing all digging on these topics. It's all so interesting to me. Love, love, love it.

[@joannpare3978]

So glad to hear you say this! Thought I was just being cranky lol

[@KellyGooch]

Haha it’s definitely not just you!

[@kerstinmackenzie6861]

Yay! Thank you for talking about this. I personally use a lip liner as blush, a tinted eyebrow gel with fibers as a mascara, eyeshadow, or my eyebrow pencil for eyeliner, and so on...

[@ZijnShayatanica]

Be careful when interchanging your brow gel & mascara, or brow pencil as an eyeliner! The products may not be eye safe or they may contaminate bacteria from your skin into your eye - which is a lot more serious for products used from the lip to the eye area, but is just as serious. You only get one set of eyes, so be cautious!

[@venteanari]

Ever since I bought the Makeup Forever cream palette, I've realized I literally don't need to buy anything else. I bought a cream blush because I was enamored by advertising the other day, but I realized I literally don't need it because I have my palette, so I'm gonna go return it today LOL. I'm all for buying core items that can serve you every purpose you want.

[@dixiesmom4633]

I've been looking at that cream pallet. So, you would recommend it?

[@venteanari]

@@dixiesmom4633 yes! The creams look insanely natural and blend so easily, yet they’re somehow blurring/smoothing. They’re a bit shiny, though, so I like to set where I have enlarged pores.

[@violetviolet888]

@venteanari Look up *Project Pan*

[@harrietmia]

You are one of my favourite creators on here. I love how you show us the makeup completely unbiased, unfiltered, but also aren’t afraid to dig into the deeper conversations about consumption, trend cycles, product development, everything!!

[@hmbnd2]

Listening to Kelly rant about skin tints and here I am mixing a medium coverage product with DewyTree snail essence water on a palette and it’s exactly like Covergirl’s but for the fraction of the price for a TON of product. Score!!

[@leas4699]

Way to go. Great video full of realistic info. I tried Vaseline as a highlighter, foundation as a concealer and Vaseline lip therapy as a gloss. Works fine but makeup is fun so it’s here to stay.

[@jollyjokress3852]

Very true. The number 1 goal of those companies is to sell as much as possible. Marketing is more important than the product quality. Anyone who doesn't see this is definitely a dimwit.

[@freciemagdirila7075]

Contents like this is why you’re one of the few makeup KZbinrs I’m still subscribed to and continuously watch.

[@Motley14]

Unhinged Kelly is my favorite Kelly! Yes to everything, and what also bothers me is when a new product name doesn't match what you think it will be. What do you mean this "foundation serum" or "skin tint" has more coverage than my base products called foundations??? Make it make sense

[@tharzanne]

Used one of my lipsticks as bronzer while watching this video and it turned out super pretty! It's a shade im not in love with on my lips, so im glad i found an alternative use for it lol

[@makeuplynzz]

what grinds my gears is when i watch a makeup inventory video and they separate skin tints and foundations (ITS THE SAME THING) and lip oils and lip glosses (ITS THE SAME THING) they are applying this marketing scheme into their regular life 😭

[@Moo-2310]

Omg yes this always kills me when I'm watching makeup videos! Like honey they are marginally different formulas of the same thing.

[@sydeezy17]

I completely agree about the liquid bronzer vs bronzing drops! I use the Physicians Formula liquid bronzer as bronzing drops for my foundation and it works fantastic!

[@CamilleRodriguez]

I 100% agree with everything you said in this video!! I sometimes have to bring it back to basics when I see these launches or I’ll want to buy everything

[@SoaringSpear]

I think my issue is that a lot of brands now have taken certain new terms and run with them so it makes the terms less and less definable

[@ZijnShayatanica]

Bigtime!! "Lip oil" is the one I take the most umbrage with - I've been scammed into buying several products that I thought would be moisturizing & it's... JUST a lip gloss.

[@SoaringSpear]

@@ZijnShayatanica exactly ! I think it’s a way to frame it as “healthy” or more natural. It feels like a part of this “wellness” wave we’re seeing right now

[@ZijnShayatanica]

@@SoaringSpear That sounds about right. I'm gonna stop letting myself be tricked by that marketing... It's no use trying to find The Good One™. At least I enjoy lip gloss, so I won't need any for a while. 🙃

[@stacyketner]

​@@ZijnShayatanica same I've gotten so many lip products thinking they would be nice and moisturizing but they fo nothing, luckily I have a daughter and several niece's. I've came to the conclusion that if you are looking for moisturizing lip products they need to say Balm or lip mask in the name. L,A. GIRL makes a great lip mask but my favorite has to be Laneige products.

[@LP-ct9nk]

See that makes so much sense because I was looking at lip oils thinking “why are they so hyped they just look like lip gloss” and now come to find out they are! Marketing is a doozy lol

[@pamandrade0759]

Wow!!! You hit the nail on the head with this video!!!! It always comes down to basic and simple products, thats it!!!

[@Sugarandflames]

I’m still of the mind of buying full coverage and just using less to get whatever effect I need. I don’t own a “tint”

[@e.starling141]

The crazy thing about all of this is that it's working. All of these new words being used as product names does seem to intrigue and draw people in. Even if it's just clever marketing, it seems its having it's intended effect. It's also interesting to me that these brands aren't at all concerned with having a product name with 8 words. That used to be unthinkable. Now it seems the more descriptors in the name the better. Really interesting.

[@kellygalvin8484]

Perfect timing for me to view this video….i have everything I need for a wide variety of looks. As an Influencer this a rare message. thanks for not advocating we keep buying more and more.

[@patriciagoodwin1922]

There's a multi-tasking product by Josie Maran, the Infinity Creamy oil. It can be added to products to create cream blush, cream shadow, tinted balm etc..... I used to watch my Mama use lipstick as her blush, so cool. And this thought process doen't just apply to beauty products, how about re-purpasing our clothes and our furniture, it's so fun. I loved this video, thank you so much Kelley!

[@GLAMGENX]

Innovation is inevitable, and the beauty industry isn’t immune to companies innovating their lines. When I started wearing makeup in the mid-90s, I always cut my foundation with moisturizer. I hated the thick foundation formulas that all brands seemed to put out. Now that my skin is aging along, I’ve found a few fave foundations that work great if I dot and blend them on a super well prepped skin. Maybe I’m a duped consumer, but I thought the main difference between lip gloss and oil is that lip oils are known to have more nourishing ingredients, like jojoba for example and there isn’t as big of an expectation for a lip gloss to be nourishing? it’s all in the eye of the beholder! I think this was a fun discussion!

[@mamacita6500]

Thank you Kelly! Appreciate all of your work, research and efforts. You presented and exposed the beauty industry’s marketing tricks and scam so eloquently 🎉🎉❤

[@sray1144]

So entertaining to watch! Truth needs to be told!

[@jennytovey9178]

I LOVE this style of video. I love using and combining fashion pieces that I already have and your boat neck top is GENIUS! Also combing makeup products to make a glowy blush. No one is doing videos like this and I love it!

[@MakeupCleaningAndCats]

Such a good video. Loved the “enhancer” rant lol

[@mariahj125]

Even the difference between "foundation" and "primer" is a marketing trick. A foundation is a liquid base that powder pigments are meant to stick to. It's frequently used as a concealer but that's not its purpose, unless it's a full-coverage foundation in which case it's a dual use product. A primer is just a clear foundation. Remember when Becca came out with one of those and everyone clowned it?

[@josielauren5074]

I totally forgot about bb creams. But it was just a lighter coverage foundation

[@lisapolanski9379]

I still use a BB cream, which I think stands for beauty balm, and it IS my foundation. It's by Trish McEvoy and a makeup artist put it on me in a makeover 10 years ago and it made me look "expensive" so I was sold. It cracks me up that there are so many liquid blushes, highlighters, sticks, etc., which I wouldn't have been able to use in my 20s because I had oily skin. It surprises me that younger women can wear all the liquid products. Maybe they make people look "expensive" too, rather than thicker powdery products.

[@Keira-st5kc]

❤❤❤ Your voice is so calm and relaxing, I always trust your opinions, and never buy anything unless you have reviewed it!

[@KellyGooch]

That’s so sweet. Thank you!

[@MicheleFarnese]

Oh my gosh it's the voice I cant...info is great

[@jadegeko]

adventurer, but not falling for nonsense! loved this post - very proud of you!

[@Turkeysubs]

Omgggg I forgot about the BB cream era! Totally just another skin tint

[@Persefone94]

Absolutely 100% true! Love this video! The wording game! A thing (or a human being… notch, notch) does not change just because its name changes! Skintint is absolutely foundations! Especially these high cover skintints. It’s ludicrous. It is the same as when they ”invented” contouring and it was supposed to be some kind of Kardashain-esque invention. We did contouring in the late 80ies and early 90ies? You don’t think the makeup artists contoured on Christy Turlington in the George Michael Freedom video? Guess what? They did! We did!

[@HurshRoad]

I make a wishlist of things I want you to try. When I run out of so thing I pick something in that category to try. It feels good to use what I have.

[@hcf4kd1992]

In my makeup bag I have a tinted sunscreen and a medium coverage foundation for when my skin is not behaving or I'm being fancier.

[@nitzeart]

You're absolutely right! You can do a lot with very little makeup. Or repurpose makeup products that you don't love. (And save a little money too!) I alwaus use my eyeshadows as powder highlighters and glowy blushes. Also to set liquid blushes. Lipsticks I don’t love for the lips I use them as cream blushes (it might break some people out but not me). And I usually just use little of my medium coverage foundation or mix it with a serum/cream to create a lighter coverage, instead of having a tinted moisturizer/sheer serum foundation separately. I use cream/liquid blush as color corrector under my eyes. You can totally create a highlighting wand a la chwrlotte tilbury pillowtalk by mixing liquid higlighter and cream/liquid blush together. I don't ever use face primer, I just use good but simple skincare - hydrating serum or toner, a little moisturizer that plays well with makeup (usually one with silicones), and a good sunscreen that plays well with makeup. Good sunscreens are amazing primers already! I reuse my old mascara wands as spoolies for brow gel. MUAs are also famous for using bronzer/contour on the lids as eyeshadow. Or eyeliner as smudgy cream stick eyeshadow. A lot use concealer as eyeshadow primer too. I don't personally like this because I have very oily eyelids tho. But it's an option. Also, tip: I use setting powder as dry shampoo 😅 they're essentially the same just in a different more convinient package. (I don't use dry shampoo a lot, tho. Only when I truly have no time or energy to wash my hair.)

[@lizmillner414]

OMGosh…..you have hit the nail on its head! When I think of ALL the products I have purchased due to the new “key word” well…..WAY TOO MANY! Thank you for bringing this to, at least MY attention. Thank you Kelly……now let me go count just how many ACTUAL foundations I have!!! So 😂😢

[@ftz7385]

South asian millenial here...ive grown up seeing my mom (Who was a passionate painter in her leisure time) do her makeup...she used to mix and put put bronze and Golden shimmer eyeshadows over her highlighter areas and then a terracotta mac lipstick under her eyes and before using 2 light and dark color of maxfactor pancake sticks all over according to shading of her face...she used to look flawless and natural and now ppl call it color correcting and strobing, under contouring. Its all about the creative mind imo...if you have a creative mind and some basic products i think you can achieve anything ❤

[@hettiegrubbs]

Fantastic video, just loved the topic of marketing in the beauty industry. Thanks so much for helping me resist new purchases - when I already own almost exactly the same thing!

[@AirBeat-lk3pl]

I also use highlighter on eyelids! The other thing I do is use up lip hydration products that didn’t work for me on my cuticles..!!

[@Bdhstl95]

I stopped working in an office in 2004. Primer didn’t exist. It was moisturizer. Colored mascara existed in 80s. Marketing purpose is to tell consumer what is available, features/benefits of it n why need it.

[@wombatlittle1]

There were no bronzers either

[@amandaredd3057]

Thankyou! Yes! The whole BB/CC creams, tinted moisturizer/sunscreen (yada yada yada) makes my head explode! Don't get me wrong, I do have a BB cream but the whole thing just makes me crazy! 😂

[@KazWinchester]

Finally some honesty.

[@UnpurrfectRobyn]

It makes sense from a marketing stand point because as you said, brands need to stand out to the consumer in order to increase sales/profits. I think the problem more lays in the lack of critical and logical thinking skills of the consumers along with our culture of maximalist, over-consumption.

[@lynettefinnigan9540]

Thank you for being honest. I think advertising is now trying to catch the person who is going out to buy some make-up, that their product is better, even if its more expensive, it is worth the money, then of course, you should buy the new xxxxx to go with it, nice little up-sell.... and of course, they put expiry dates on everything, most of it never goes off, it dries out or fades, but you can use it for years longer..... so the latest craze is to promote 'clean' make-up and not put preservatives in it, so it Does Go Off, and you have to toss it out and but a new one for $70+!!😮

[@bill578]

Kelly I love this video! I would love to see more of your beauty commentary/technique over new products to try. Personally, when I found your channel I was in a place of revamping my makeup supply, but after a while there's only so much a girl can/wants to purchase! Another video along the same lines you talked about here I would love to see is what benefits/purposes you find in different types of similar products - like what's the difference between a baked blush vs liquid vs cream and when do you go for each? Or what kind of make-up do you go to for on camera vs IRL looks, liquid or powder? Makeup musings is the best!

[@eatingchacha]

I love this video so much, Kelly. You really exposed something that confused me for couples of months. I struggled a lot to figure out foundation, tint, tinted moisturizer and tried many different product to find out that they are all foundation with different coverage 😅

[@Rebeltime94]

Could you do more fashion content? I'd love to see a makeup look then a co-ordinating outfit after, the skinny scarf outfit was cute

[@marlenedistancia452]

Yes, but all influencers review all the new products. And they also say everything is good. It's not about creating makeup looks, it's all about what's new everyday.

[@stephanietruax948]

Such a good point! With everything coming out I’m having to take a second to think do I have something that will give me the same result. Thank goodness for a cooling off period after I add something to a cart

[@gstang8241]

Kelly - I hit the like button BEFORE I watched your video- you bring the brain game!! I had the same thought when I put on my NARS tinted moisturizer this morning - that this has been mine my holy grail “skin tint” forever

[@jcm85]

I recently had the thought that a skin tint is the same as a tinted moisturizer. They're just different names. Maybe their formulas can differ but they give the same result. You bring up a lot of good points, and I love the suggestions to mix and match makeup. That's what it's all about - makeup artistry! I recently bought a pink blush that is way too light for my skin, so I have been using it as an undereye powder, and it works just fine. I have been trying to do this more often lately as I build my core makeup collection for this era of my life. Makeup to me is about the artistry and the techniques, not just the products. Part of the fun is playing with what you already own and finding new ways of using products. Finishing makeup is so satisfying!

[@Moo-2310]

I have to be so mindful of this sort of thing when I'm shopping because I've fallen for it a couple times! I think the different names can be helpful for describing products; for example if you get a skin tint you can expect a thinner formula. But the cycle of renaming things just fuels overconsumption.

[@allavery5206]

Well. Everything you’ve said is absolutely true for people who are addicted to makeup. Yes. They can be tricked to buy an unnecessary item just because of a new name. But ordinary people coming to a store would appreciate the lowlighter category, for example. The name itself explains that it is not so blinding and glittery like highlighters circa 2010. The same with a skin tint. A lot of women are scared of wearing foundation because it looked heavy on their skin when they tried it. Skin tint sounds good:)

[@arcybarrios]

Oh my god, I can't explain how much I enjoyed this video! 👏🏻👏🏻👏🏻

[@Mhale-12390]

This video is soooo goooood!!! Great job bringing this to our attn.

[@make.upexperiments7269]

Lololol I feel so seen!!! I have definitely googled “what is a bb cream and cc cream” before, when trying to figure out what the heck was the difference between them and a foundation 😂

[@kellya8267]

About 15-20 years ago I remember Asian BB cream becoming popular in the western market, and there was a real purpose to them. Then every western brand got ahold of it and just renamed their tinted moisturizers to BB cream and the term became meaningless. Same thing happened to CC cream a few years later. There was a purpose to it, it actually was different, then renaming happened and it was no longer. Kinda funny how it's happening to tinted moisturizers again now, just being renamed to skin tints!

[@SomeOne-ry6qo]

I appreciate your honest analysis 🙌

[@elisasegal8153]

Girl, preach! Spot on ❤

[@AirBeat-lk3pl]

Oh loving the fashion advice too!

[@AirBeat-lk3pl]

I mean the hacks for the skinny scarf and the boat neckline!

[@catnipszs1666]

I also think having definite terms can help you save money too given the awareness of what you actually need. If you need a little tint to correct a certain skin color then go for a cc cream. You need just a bit of bit of filter like skin? Get a bb cream or skin tint instead. You want full coverage? Go with full coverage foundations. You always felt confuse where to put blush and highlighter? Get a glowy blush. You just want to look a bit more awake? Get an undereye brightener instead of concealer. I could go on and on but I think this is how it should be. Awareness puts this into our advantage. You don't need all, sometimes you already have something that works- stick to it until you finish the product before purchasing one and think really hard on how you want the product to work on you ❤️✨

[@debralecuivre3366]

You are so right. I'm 54 and I have never seen most of these terms. 😂

[@alikat8221]

My hill: tinted SPF (Australian specifically, bc US SPF is unregulated, and typically absolute trash). The tint - iron oxide - actually offers additional sun protection, and is entirely separate from foundation, which exists solely to improve the appearance of the skin whilst the product remains on the skin.

[@wandacrowell6766]

US sunscreens are heavily regulated which is why we don’t have the latest versions.

[@alikat8221]

@@wandacrowell6766The ingredients in US sunscreens are indeed heavily regulated (absurdly and prohibitively so, tbh), but SPF ratings and formulaic integrity are not. The US actually has the worst of both worlds: old, outdated ingredients, and unregulated formulations that do not meet international standards.

[@Avovoom]

I only like the new categories bc it helps me figure out what coverage and texture a product has, and i 100% agree using products in more than the marketed way is the cheapest and convenient way to go. (Saves room in my bag too!) I actually just bought the makeup forever smokey shadow stick bc i didnt have much luck finding a black lipstick :/

[@kellya8267]

Nyx has black in 3 of their formulas if you have access to them! Suede lipstick, gloss, and liquid lipstick.

[@Avovoom]

@kellya8267 I'm definitely going to get those. But I went to sephora earlier today, and they don't carry nyx, and were out of a lot of the things I wanted :/

[@kellya8267]

@@Avovoom yeah nyx is a drugstore brand. Ulta, Walmart, Target, etc carry them or online. Hope you find something you like!

[@Giannas1096]

You can make your own skin tint with foundation + moisturiser.

[@BuyLessJess]

You blew my mind with the silk skinny scarf 🤯

[@janicedevereux2839]

When lip oils started, they were just that…. AN OIL. We Put the oil on at night after using a sugar scrub to exfoliate our lips. NOW “Lip oils” are actually nothing more than a THICK LIP GLOSS. They don’t feel like oil at all, and I don’t wanna wear a thick lip gloss to bed. So I use a face oil because I do have dry skin . At night after I cleanse put on my skin care , I will lock it in with a thin oil and I will also rub the oil onto my lips. 🤷‍♀️

[@violetviolet888]

@janicedevereux2839 oil doesn't lock in moisturizer, a thin layer of petrolatum will. Use that, it's like shrink wrap for the skin to lock in moisture. Look up Dr Dray (board certified dermatoligist) videos on the method.

[@simply-angie]

I understand that skin tint is one type of foundation but very sheer and light coverage. So I still call it skin tint because when you say foundation people have the idea of it as a heavy full coverage foundation. Back when we didn’t have skin tint on the market, I’d mix the full coverage foundation with my moisturizer… I’d prefer buying skin tint because it’s more practical for me since it’s available to buy

[@reginaroza3154]

Super video, made me go through my stuff. I have TOO much but that's another story for another time. I need not buy another thing!

[@Heeyitsmika]

I agree with most however tinted moisturizer and bb cream is entirely different. Initial purpoee of bb cream is to have skin healing properties while provided a little tint, however tinted moisturizers are literally just moisturizers with tint.

[@NaomiDollxoxo]

Lip oils should not have the same ingredients or feel as a lip gloss. A lil oil is significantly elevated with higher quality oils in combinations and have a significantly less amount of base. They also don’t have pigment that is intended to drastically change your lip color but add to your natural color. They are also positive for skin health as well. They are in fact much dif

[@elizabethcruz3374]

I love your content! You’re so educated and do your research and just make things truly make sense! The realest out there!!

[@GlamBySam]

This is so true! I loved listening to your opinion about this. 💕 The skin enhancer example is so accurate haha

[@sydeezy17]

I just wanted to say I really appreciate this type of content from you! I am not a content creator and therefore my collection should not look like one. I need to get back to basics ❤❤❤ thank you Kelly. Now Buy 2024 🎉

[@francescaagogo]

Love the graphics and editing in this video, Kelly! 🙂

[@ashwathirajakrishnan3298]

The way I make my skin tint is by mixing my foundation and moisturiser. Does the job for me. I just know from experience I’m not the person who enjoys glossy dewy base products coz I live in a hot and humid place. I would naturally look like that in a few hours