Beauty YouTuber#Impact
{{Short description|Person who creates and posts beauty-related videos to YouTube}}A beauty YouTuber is an individual who creates content for YouTube, publishing videos in the realm of cosmetics, fashion, hairstyling, and nail art.{{Cite news|url=https://fashionista.com/2014/01/beauty-vloggers|title=How the Fastest-Rising Beauty Vloggers Found YouTube Success|last=Mau|first=Dhani|date=2014-01-30|work=Fashionista|access-date=2017-11-28|language=en}}{{Cite web|url=https://www.statista.com/statistics/294910/total-youtube-beauty-content-views-category/|title=YouTube: beauty content category views 2017|website=Statista|language=en|access-date=2017-11-28}} In 2016, there were more than 5.3 million beauty videos on YouTube, with 86% of the top 200 beauty videos created by individual beauty vloggers, as opposed to marketers using the platform to promote cosmetic brands.{{Cite web|url=https://www.statista.com/statistics/294655/youtube-monthly-beauty-content-views/|title=YouTube: annual beauty content views 2017|website=Statista|language=en|access-date=2017-11-28}}{{Cite news|url=http://wwd.com/business-news/marketing-promotion/fixability-social-media-beauty-study-10568458/|title=New Study Concludes Influencers Rule the Social Media Beauty Landscape|last=Brown|first=Rachel|date=2016-09-28|work=WWD|access-date=2017-11-28|language=en-US}}
Background and industry trends
In 2015, there were more than 45,000 YouTube channels specializing in fashion and beauty-related content.{{cite thesis|type=Master's Thesis|last=Androulaki-Ralli|first=Georgia|date=2015|title=The Leading Role of Influencers in the YouTube Beauty Community|publisher=Linnæus University|url=http://www.diva-portal.org/smash/get/diva2:816476/FULLTEXT01.pdf|access-date=2017-12-19|language=en}}
The number of popular beauty "mega influencers," a term used to depict an influencer with over 1 million views per month, started to increase, generating billions of views on beauty-related videos with an average of 700 million views per month in 2013.{{cite web|title=Making Sense of Beauty Vlogging|url=http://repository.cmu.edu/cgi/viewcontent.cgi?article=1074&context=theses}}
The most common hashtags used on YouTube are #makeup and #skincare in beauty influencer content.{{Cite web |last=Alain |first=Tanya |date=2022-01-27 |title=Top 25 Beauty YouTubers to Follow |url=https://www.upfluence.com/influencer-marketing/top-beauty-youtubers |access-date=2023-12-12 |website=Upfluence |language=en-US}}
In both the United Kingdom and the United States, beauty vlogging is a rapidly growing industry.{{cite news|title=Lights camera Lipstick: With millions of viewers - and millions of pounds changing hands - online beauty tutorials are one of Britain's fastest-growing businesses|date=20 July 2014|author= Eva Wiseman|work=The Observer|id={{ProQuest|1546486142}}}}
Impact
Beauty YouTubers provide viewers with life advice, beauty tips, personal stories, comedy, and fashion advice as a way to relate to their audience. With their content, cosmetic companies are provided feedback from both the beauty vlogger and their viewers on their products.{{cite web|title=The Revolution Will Be Soooo Cute: YouTube "Hauls" and the Voice of Young Female Consumers|url=http://pcasacas.org.seanic11.net/SiPC/33.2/jeffries.pdf|access-date=2016-03-25|archive-url=https://web.archive.org/web/20160406132041/http://pcasacas.org.seanic11.net/SiPC/33.2/jeffries.pdf|archive-date=2016-04-06|url-status=dead}}
One of the most popular categories of video is “Get Ready With Me" (often shortened to the acronym "GRWM"). These videos are tutorials that demonstrate the beauty YouTuber's daily beauty routines as they get ready in the morning, prepare for an event, or get ready for sleep.{{cite web|title=Makeup, YouTube, and Amateur Media in the TwentyFirst Century. Crash Cut|date=8 September 2014 |url=https://issuu.com/ucfilmsociety/docs/crashcut_3}}
Types of videos
Beauty-related content can be divided into specific subcategories in respect to its distinct features. These subcategories include but are not limited to:{{Cite web|url=https://www.youtube.com/user/CarliBel55/playlists|title=Carli Bybel|website=YouTube|language=en|access-date=2017-04-25}}{{Cite web|url=https://www.youtube.com/user/Jaclynhill1/playlists|title=Jaclyn Hill|website=YouTube|language=en|access-date=2017-04-25}}
- Tutorials which demonstrate the use of makeup or hair products.
- Some tutorials, but not all, may be based on a specific theme (e.g. holidays, seasonal, etc.)
- Makeup routines for a specific look.
- "Get Ready With Me" videos.
- Fashion routine videos for a specific outfit, or "lookbooks".
- Favorites or haul videos, which discuss the vlogger's recently purchased or acquired makeup products.
- Anti-hauls, which discuss the vlogger's dislike for certain makeup products.{{Cite web |date=2017-04-21 |title=There's A Seriously Problematic Side to All Those YouTube Hauls People Love |url=https://www.allure.com/story/anti-hauls-take-over-youtube |access-date=2022-11-28 |website=Allure |language=en-US}}
- Product reviews for makeup and hair products.
- Commentary and gossip, colloquially referred to in the community as "tea" or "drama".
- Vlogs (video blogs).
- Q&A or "chit-chat" videos about the vlogger's personal life.
Notable beauty YouTubers
File:Mariand Castrejón Yuya en Guayaquil 2.jpg
Shown below is a table showing the YouTubers with the most subscribers.{{Cite web|url=https://www.statista.com/statistics/627448/most-popular-youtube-beauty-channels-ranked-by-subscribers/|title=YouTube most subscribed beauty channels 2017|website=Statista|language=en|access-date=2017-11-27}}
| class="wikitable sortable"
!Rank !Channel name !Country !Language !Subscribers (millions) |
| style="text-align:center" |1.
| Yuya | Mexico | Spanish | style="text-align:center" |24.8 |
| style="text-align:center" |2.
| rowspan="4" | English | style="text-align:center" |23.9 |
| style="text-align:center;" |3.
| style="text-align:center" |15.8 |
| style="text-align:center" |4.
| style="text-align:center" |14.3 |
| style="text-align:center" |5.
| SaraBeautyCorner | Norway{{Cite web|url=http://streamdaily.tv/2014/04/16/under-the-influence-of-a-norwegian-vlogger-with-flare/|title=Under the Influence of…a Norwegian vlogger with flare|date=2014-04-16|website=StreamDaily|access-date=2017-11-27}}{{cite news |last1=Stephen |first1=Jonathan |title=YouTube Video Promotion |url=https://socialmediaexplorer.com/content-sections/news-and-noise/study-show-that-buy-youtube-views-services-will-increase-your-user-engagements/ |access-date=9 August 2023 |publisher=Social Media explorer}} | style="text-align:center" |10.6 |
| style="text-align:center" |6.
| Mari Maria | Brazil | style="text-align:center" |10.5 |
| style="text-align:center" |7.
| English | style="text-align:center" |9.5 |
| style="text-align:center" |8.
| Pautips | Colombia | Spanish | style="text-align:center" |9.05 |
| style="text-align:center" |9.
| rowspan = "1" | Philippines/United States | rowspan="1" | English/Ilocano | style="text-align:center" |8.86 |
| style="text-align:center" |10.
| rowspan = "1" | United States | English | style="text-align:center" |8.69 |
The Shorty Awards have been honored several beauty YouTubers in the "YouTube Guru" category. Recipients of this award include American YouTuber Michelle Phan in 2015;{{Cite news|url=http://www.ibtimes.com/shorty-awards-2015-winners-full-list-celebrities-bloggers-social-media-mavens-who-1890298|title=Shorty Awards 2015 Winners: Full List Of Celebrities, Bloggers And Social Media Mavens Who Walked Away With An Award|last=Schaefer|first=Megan|date=2015-04-21|work=International Business Times|access-date=2017-11-27}} British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016;{{Cite news|url=https://www.hollywoodreporter.com/lists/shorty-awards-2016-winners-full-882622/item/team-internet-youtube-musician-shorty-871946|title=Shorty Awards: The Complete Winners List|last=Lee|first=Ashley|date=2016-04-11|work=The Hollywood Reporter|access-date=2017-11-27|language=en}} NikkieTutorials in 2017 and James Charles in 2018.{{Cite web|url=http://shortyawards.com/9th/nikkietutorials|title=Nikkie Tutorials|website=The Shorty Awards|access-date=2017-11-27}}