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Drop the Label Movement
Style > Beauty

How Youtubers Are Taking Over Popular Makeup Brands

Her Campus Placeholder Avatar Alexa Marks
Melanie Smith
This article is written by a student writer from the Her Campus at WVU chapter.

Instead of Netflix shows, my favorite past time became binge-watching my favorite beauty influencers on YouTube. YouTube as a platform has made a huge leap in viewers and creators over the past few years. Among them, are several people who refer to themselves as “beauty gurus” or beauty influencers. Here are 5 ways that these influencers are taking over your favorite makeup brands.

 

 

 

1. Collaborations

Several influencers have collaborated with brands such as Morphe, Tarte, Smashbox, Anastasia Beverly Hills, Benefit, and so many more. Brands are reaching towards these creators more and more to promote their products due to their large following, in some cases over 5 million subscribers.

 

 

 

2. PR (Public Relations) Lists

If you are a frequent Beauty Guru watcher like myself, the creators often mention when big makeup brands send them their newest product that hasn’t launched yet or a new collection for them to try out. These companies are reaching out to these influencers in hopes that they will get reviewed, tested out, and overall get people talking about the new product.

 

 

 

3. Launching Their Own Brands

A goal of many Beauty Influencers is to one day launch their own makeup brand. Youtubers such as Jeffree Star, Huda Kattan, Laura Lee (LauraLee Los Angeles), Marlena Stell (Makeup Geek Cosmetics) have all pursued their dream of launching their own successful brands. Influencers’ loyal subscribers purchase their favorite products in support.

 

 

 

4. Brand Events

Major beauty influencers often get invited to makeup brand events. Daisy Marquez, NikkiTutorials, Nazanin Kavari, and several others often promote these events on their Instagram accounts. Brands will host major events usually to promote the launching of a new product or collection. Recently, Benefit took Daisy Marquez, along with other major creators, on a trip to Amangiri, Utah, for the launch of their newest product, BADgal Bang! Volumizing Mascara.

 

 

 

5. Commercials and Marketing Campaigns

Makeup brands began incorporating popular beauty influencers in their commercials and advertisements. Big time companies like Maybelline New York, Benefit Cosmetics, and Covergirl have all produced advertisement videos with popular influencers such as Manny MUA, Laura Lee, Nicole Guerriero, and more. Covergirl announced their first CoverBoy, James Charles, another YouTube makeup sensation, in 2016.

 

What’s your favorite beauty influencer? Leave us a comment and let us know!

Her Campus Placeholder Avatar
Alexa is a junior at West Virginia University, studying honors public relations with a minor in Spanish and strategic social media. She is an editor and YouTube director for Her Campus WVU. Alexa entertains herself with funny YouTube videos, travel, and Netflix binge-watching. Her post-graduation plans haven't been mapped out quite yet, but she hopes to do something that will keep her creativity flowing.
Hi ladies and gents, my name is Mel, Melanie if you're feelin' fancy. I'm a senior studying advertising, political science and fashion at West Virginia University. In addition to my studies, I am the Campus Correspondent for the WVU HC Chapter! You can hear me on the radio at U92 FM reporting the news and hosting morning shows. If I'm not there, I'm most likely at the local Panera eating my body weight in broccoli cheddar soup or writing about the daily, awkward encounters I experience. I represenative of the college of media as an ambassador and the prez of the magazine club. Oversized sweatshirts and jean on jean are my aesthetics. Lover, not a fighter unless you tell me Joe Jonas wasn't the best Jonas. Laters, baby.