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A beauty YouTuber, commonly referred to as a "beauty vlogger", "beauty guru", "beauty influencer," or "Beautuber", is a person who creates and posts videos to YouTube about cosmetics, fashion, hair-styling, nail art, and other beauty-related topics.[1][2] As of 2016, there were more than 5.3 million beauty videos on YouTube, and 86 percent of the top 200 beauty videos were made by beauty vloggers as opposed to beauty brands.[3][4]

Background and industry trends

YouTube counts more than 45,000 YouTube channels specializing in fashion and beauty-related content.[5] Each month, over 50 million people watch over 1.6 billion minutes of consumer-created fashion and beauty videos on the platform.

An early pioneer was Michelle Phan, who joined YouTube in 2006.[6] Since then, there have been over 14.6 billion views on beauty-related videos, with an average of 700 million views per month in 2013.[7] In 2015, 45.3 billion views on these YouTube videos were recorded and more than 10 million total beauty subscriber-ships.[8] And the biggest audiences of YouTube beauty community are teenage girls who act as "prosumers" by creating and consuming content themselves. In the United Kingdom, beauty vlogging is a rapidly-growing industry that attracts 700 million hits per month, also noting that two-fifths of British women are viewing online beauty tutorials.[9]

Professional and amateur YouTubers

Some beauty vloggers change their career in the online beauty industry and earn an income by utilizing their channels as a way to branch out and utilize it for business purposes, sometimes in collaborating with cosmetic and/or clothing brands to launch new products, while other YouTubers choose to abide to the simple uploading of videos as a hobby. Generally, whether these YouTubers choose to use their channel as a gateway into creating a name for themselves or as a personal hobby, beauty-related videos generally fall into the following categories: product reviews, makeup tutorials, hauls and personality clips.[7]

Within these categories, beauty YouTubers provide viewers with life advice while disclosing stories about personal experiences, share their positive and negative encounters with certain beauty products through trial-and-error, and demonstrate how to perform particular techniques in order to achieve specific makeup looks. While issuing this large amount of information, these channels also provide a forum for feedback.[10] According to the article journal of University of Calgary, one of the most “popular” category of video is “Get Ready With Me"'s. These videos showcase how beauty YouTubers get ready for certain occasions going on in their day-to-day life and their daily rituals, whether it be a trip to the mall, special event, or even to just to go to bed.[11]

Besides creating videos, beauty YouTubers typically take part in media events such as "BeautyCon Festivals, an annual beauty festival for brands and Internet celebrities,[12][13] and Vidcon, a conference featuring YouTube stars, brands and media companies.[14][15]

According to industry observers in August 2016, beauty vlogging was overtaking magazines in reach and as the primary source of beauty related information for consumers.[16]

Video styles and equipment

Through these vloggers' 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:[17][18]

Beauty YouTubers adopt a casual, friendly tone as they implement a face-to-face approach in their videos, featuring the vlogger seated in front of and speaking to the camera, creating the impression their viewers are sitting across from them. This method is communicative by enacting a realistic interaction with viewers.[7]

The medium does not require much in the way of expensive equipment or technological proficiency compared to traditional media. The most basic videos require only a computer with a webcam, an Internet connection, and basic editing software such as iMovie. The accessibility of the means to produce a vlog has contributed to the popularity and widespread production of videos in this format .[19]

Notable beauty YouTubers


Rank Channel name Country Language Subscribers (millions)
1. Yuya Mexico Spanish 24.9
2. James Charles United States English 23.9
3. jeffreestar United States 16
4. NikkieTutorials Netherlands/United States 13.9
5. SaraBeautyCorner Norway[21] 10.4
6. Mari Maria Brazil Portuguese 9.93
7. Bethany Mota United States English 9.61
8. Pautips Colombia Spanish 9.04
9. Bretman Rock Philippines/United States English/Ilocano 8.87
10. Michelle Phan United States English 8.80

The Shorty Awards have honored several beauty YouTubers in the "YouTube Guru" category. The award went to Michelle Phan in 2015;[22] British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016;[23] and NikkieTutorials in 2017.[24]

See also


  1. ^ Mau, Dhani (2014-01-30). "How the Fastest-Rising Beauty Vloggers Found YouTube Success". Fashionista. Retrieved 2017-11-28.
  2. ^ "YouTube: beauty content category views 2017". Statista. Retrieved 2017-11-28.
  3. ^ "YouTube: annual beauty content views 2017". Statista. Retrieved 2017-11-28.
  4. ^ Brown, Rachel (2016-09-28). "New Study Concludes Influencers Rule the Social Media Beauty Landscape". WWD. Retrieved 2017-11-28.
  5. ^ Androulaki-Ralli, Georgia (2015). The Leading Role of Influencers in the YouTube Beauty Community (PDF) (Master's Thesis). Linnæus University. Retrieved 2017-12-19.
  6. ^ Wischhover, Cheryl (April 10, 2017). "The Rebirth of YouTube Beauty Pioneer Michelle Phan". Racked. Vox Media.
  7. ^ a b c "Making Sense of Beauty Vlogging".
  8. ^ "Beauty on YouTube". Retrieved 2016-03-25.
  9. ^ "Lights camera Lipstick: With millions of viewers - and millions of pounds changing hands - online beauty tutorials are one of Britain's fastest-growing businesses. But for the young people involved it is about far more than just make-up. Eva Wiseman meets the vloggers. The Observer, 12". ProQuest 1546486142. ((cite journal)): Cite journal requires |journal= (help)
  10. ^ "The Revolution Will Be Soooo Cute: YouTube "Hauls"and the Voice of Young Female Consumers" (PDF). Archived from the original (PDF) on 2016-04-06. Retrieved 2016-03-25.
  11. ^ "Makeup, YouTube, and Amateur Media in the TwentyFirst Century. Crash Cut" (PDF).
  12. ^ "How Beautycon is using subscriptions to reach beauty fans year-round". 27 October 2015.
  13. ^ "Beautycon Dallas".
  14. ^ "What Is VidCon, And Why Am I Here?". Forbes.
  15. ^ Bilton, Nick (22 July 2015). "At VidCon, Small-Screen Stars and Big-Time Fame". The New York Times.
  16. ^ WWD, Rachel Strugatz | (2016-08-10). "Bloggers and digital influencers are reshaping the fashion and beauty landscape". Los Angeles Times. ISSN 0458-3035. Retrieved 2017-10-09.
  17. ^ "Carli Bybel". YouTube. Retrieved 2017-04-25.
  18. ^ "Jaclyn Hill". YouTube. Retrieved 2017-04-25.
  19. ^ "Makeup, YouTube, and Amateur Media in the TwentyFirst Century" (PDF). Crash Cut.
  20. ^ "YouTube most subscribed beauty channels 2017". Statista. Retrieved 2017-11-27.
  21. ^ "Under the Influence of…a Norwegian vlogger with flare". StreamDaily. 2014-04-16. Retrieved 2017-11-27.
  22. ^ Schaefer, Megan (2015-04-21). "Shorty Awards 2015 Winners: Full List Of Celebrities, Bloggers And Social Media Mavens Who Walked Away With An Award". International Business Times. Retrieved 2017-11-27.
  23. ^ Lee, Ashley (2016-04-11). "Shorty Awards: The Complete Winners List". The Hollywood Reporter. Retrieved 2017-11-27.
  24. ^ "Nikkie Tutorials". The Shorty Awards. Retrieved 2017-11-27.