By Jessica LoPresti
Makeup became so huge in the past couple of years, specifically on college campuses. YouTube is the source people have to thank. Makeup artists on YouTube influenced the way young female adults today do their makeup and the products that they buy.
According to The Guardian Online, at least 50 percent of all beauty shoppers watch a beauty video on YouTube. Makeup vloggers dominate the beauty search, specifically the beauty brands. Based on the popular keywords at the time, the beauty brands show up only 2.5 percent increase.
“I love watching makeup videos,” KU junior Amy Hetherington said. “I learn what’s new in beauty products and get inspired by how they do their makeup and it makes me want to replicate how they do it.”
KU junior Hannah Grass agreed with Hetherington’s statement. “I am in a sorority and a fair amount of us girls just have binge nights watching these videos,” Grass said. “We get tips on what’s hot and what new makeup to buy.”
Famous makeup YouTube personalities like Jaclyn Hill, Carli Bybel and Michelle Phan became successful business women. Hill partnered up with Becca Cosmetics to create limited edition highlighters that constantly sold out. Bybel partnered up with BH Cosmetics to create an eye shadow palette which sold out in two days. Michelle Phan, who is considered the most financial-
ly successful, created her own line called “Ipsy.” According to Business Insider, “Ipsy” has an estimate of $84 million annual sales run-rate.
Lehigh Valley Sephora manager Kelly Sulca explained the impact when makeup personalities collaborate with makeup brands. “Every time we get their beauty products in stores, they sell out like crazy,” Sulca said. “The women feel like they know these YouTubers because of how much they watch them and get inspired by them. The YouTubers are a huge brand within themselves.”
Lehigh Valley Sephora employee Ashley Anastasio agreed with Sulca. “Sometimes women, who are not familiar with makeup, will come in and bring a screen shot of the makeup looks these vloggers will do and ask us to help them find everything the YouTuber is wearing,”
Anastasio said. “The impact they have is crazy.”
Anastasio also went into detail about how many college students she noticed entering the store. “I would say about 45% of our customers are young adults who go to Kutztown University,”
“They come in and do exactly what I said, they show us pictures of their favorite makeup artists and we help them find what they are wearing and what products they endorse.”
KU junior and dance team member Emily Ripper explained how YouTube tutorials helped her with her appearance. “I have watched YouTube videos to help me with my appearance,” Ripper said. “I definitely use YouTube for hairstyles, specifically braid tutorials or updos.”
Although a large majority of students look to these vloggers as inspiration, some fellow students do not feel strongly about the trend.
KU junior and education major Morgan Carfara doesn’t understand the hype. “I’ve always been some sort of a tomboy growing up and [I am] not really big on makeup,” Carfara said.