A beauty YouTuber is an individual who creates content for YouTube, publishing videos in the realm of cosmetics, fashion, hairstyling, and nail art. [1] [2] 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. [3] [4]
In 2015, there were more than 45,000 YouTube channels specializing in fashion and beauty-related content. [5]
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. [6]
The most common hashtags used on YouTube are #makeup and #skincare in beauty influencer content. [7]
In both the United Kingdom and the United States, beauty vlogging is a rapidly-growing industry. [8]
Beauty YouTubers provide viewers with life advice, beauty tips, personal stories, comedy, 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. [9]
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. [10]
Through these vlogger's YouTube channels, various playlists can be found where all beauty-related content is divided into specific subcategories in respect to its distinct features. These subcategories include but are not limited to: [11] [12]
Shown below is a table showing the YouTubers with the most subscribers. [14]
Rank | Channel name | Country | Language | Subscribers (millions) |
---|---|---|---|---|
1. | Yuya | Mexico | Spanish | 24.8 |
2. | James Charles | United States | English | 23.9 |
3. | jeffreestar | United States | 15.8 | |
4. | NikkieTutorials | Netherlands/United States | 14.3 | |
5. | SaraBeautyCorner | Norway [15] [16] | 10.6 | |
6. | Mari Maria | Brazil | Portuguese | 10.5 |
7. | Bethany Mota | United States | English | 9.5 |
8. | Pautips | Colombia | Spanish | 9.05 |
9. | Bretman Rock | Philippines/United States | English/Ilocano | 8.86 |
10. | Michelle Phan | United States | English | 8.69 |
The Shorty Awards have been honored to several beauty YouTubers in the "YouTube Guru" category. Recipients of this award include American YouTuber Michelle Phan in 2015; [17] British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016; [18] NikkieTutorials in 2017 and James Charles in 2018. [19]
A vlog, also known as a video blog or video log, is a form of blog for which the medium is video. Vlog entries often combine embedded video with supporting text, images, and other metadata. Entries can be recorded in one take or cut into multiple parts. Unlike more generic video diary, vlogs are often recorded as a selfie.
Michelle Phan is an American beauty YouTuber. She is the founder and owner of the cosmetics line EM Cosmetics.
Tanya Burr is an English YouTuber and actress who began posting makeup and fashion videos to her YouTube channel in 2009. In 2017, Burr began pursuing a career in acting and has since had guest roles in series such as Bulletproof and Holby City, as well as the 2021 film Twist.
Thomas George Cassell, known online as Syndicate, is an English YouTuber and Twitch streamer. Regarded as one of the earlier known gaming personalities, his videography consists of Let's Play videos on Call of Duty and Minecraft. Born in Manchester, Cassell had passion for a career in the gaming industry, which he started by purchasing gaming equipment using his money from McDonald's. On 3 September 2010, Cassell registered his gaming channel "TheSyndicateProject", where he found success and an online community. His prominence online was recognized by Call of Duty publisher Activision and multi-channel network (MCN) Machinima, where he signed to the network to monetize his content. Cassell's channel achieved substantial growth, passing one million subscribers in June 2012 and one billion views in late 2013. He further expanded his career into livestreaming on Twitch, hosting the same commentary over his gameplays. His Twitch channel became the first to reach one million followers in August 2014.
Zoë Elizabeth Sugg, also known by her online name Zoella, is an English media personality, entrepreneur and author. She began her career as a YouTuber in 2009 and has since amassed over 10 million subscribers.
Rachel Claire Levin, known online as RCLBeauty101, is an American YouTuber and singer.
Jaclyn Roxanne Torrey is an American entrepreneur and internet personality who gained popularity via her YouTube channel.
James Charles Dickinson is an American beauty YouTuber and makeup artist. While working as a local makeup artist in his hometown of Bethlehem, New York, Charles started a YouTube channel, where he began uploading makeup tutorials. In 2016, he became the first male brand ambassador for CoverGirl after a tweet featuring his makeup went viral online.
IPSY is a beauty membership service.
Eugenia Sullivan Cooney is an American YouTuber and Internet personality. She was born in Massachusetts and is based in Greenwich, Connecticut, and Los Angeles, California. She initially began livestreaming on broadcasting service YouNow and eventually created a YouTube channel in 2011, which has more than 2 million subscribers. Known for her emo and gothic looks, as well as her eating disorder, Cooney's content mainly involves clothing hauls, beauty, cosplay, and vlogs of her daily life.
Laura Ann Lee is an American make-up artist, YouTuber, entrepreneur, and blogger.
Nikkie de Jager-Drossaers, known online as NikkieTutorials, is a Dutch make-up artist and beauty YouTuber. She gained online popularity in 2015 after her YouTube video "The Power of Makeup" became popular and inspired many other videos of people showing their faces with and without makeup.
Jacquelyn Lonje Olayiwola Oyeshola Bolayemi Aina, better known as Jackie Aina, is an American beauty YouTuber. She was born to an African-American mother and a Nigerian father of Yoruba descent. She is a YouTuber and social influencer known for advocating for the visibility of people of color in the cosmetic industry. She has partnered with Anastasia Beverly Hills, e.l.f. Cosmetics, Too Faced, Sephora and Sigma Beauty.
Tatiana Aleksandra Westbrook is an American YouTuber and makeup artist.
The Beautiful World of Jeffree Star is an American documentary webseries that was created by YouTuber Shane Dawson. The series follows the life of Jeffree Star, the founder and CEO of Jeffree Star Cosmetics. The series also follows Dawson and Star as they plan and design a new makeup and merchandise collection called The Conspiracy Collection. The series ran for seven episodes, premiering on October 1, 2019, and ending on November 22; an extra episode that showed bloopers and deleted scenes was released on January 21, 2020. The series, excluding the trailer, has garnered over 130 million combined views.
Mykie is a makeup artist and YouTuber. On her YouTube channel "Glam&Gore" she posts beauty and special effects makeup tutorials along with challenges, stories, and ghost-hunting expeditions. She was named Beauty Vlogger of the Year at the 4th Annual NYX Cosmetics Face Awards in 2015.
Nyma Tang is an American beauty vlogger and activist against discrimination based on skin color and best known for her YouTube channel of the same name. She gained online popularity in 2017 for her YouTube series The Darkest Shade, in which she reviews the darkest shades of products from different makeup brands and highlights the under-representation of deeper skin tones in the beauty industry.
Jaime French is an American comedian, YouTuber and make-up artist.
Bailey Brooke Sarian is a YouTuber known for her video series Murder, Mystery & Makeup and podcast Dark History. She is considered to have been the founder of the “true crime makeup” genre of YouTube videos.
Nabela Noor is an American entrepreneur. Noor is known for her YouTube channel where she shares make-up tutorials, product reviews on cosmetics, and vlogs about beauty and her life as a Muslim-American woman.