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]

Background and industry trends

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]

Impact

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]

Types of Videos

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]

Notable beauty YouTubers

Yuya, the most-subscribed beauty YouTuber

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]

See also

References

  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. ^ "Making Sense of Beauty Vlogging".
  7. ^ Alain, Tanya (2022-01-27). "Top 25 Beauty YouTubers to Follow". Upfluence. Retrieved 2023-12-12.
  8. ^ Eva Wiseman (20 July 2014). "Lights camera Lipstick: With millions of viewers - and millions of pounds changing hands - online beauty tutorials are one of Britain's fastest-growing businesses". The Observer. ProQuest 1546486142.
  9. ^ "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.
  10. ^ "Makeup, YouTube, and Amateur Media in the TwentyFirst Century. Crash Cut".
  11. ^ "Carli Bybel". YouTube. Retrieved 2017-04-25.
  12. ^ "Jaclyn Hill". YouTube. Retrieved 2017-04-25.
  13. ^ "There's A Seriously Problematic Side to All Those YouTube Hauls People Love". Allure. 2017-04-21. Retrieved 2022-11-28.
  14. ^ "YouTube most subscribed beauty channels 2017". Statista. Retrieved 2017-11-27.
  15. ^ "Under the Influence of…a Norwegian vlogger with flare". StreamDaily. 2014-04-16. Retrieved 2017-11-27.
  16. ^ Stephen, Jonathan. "YouTube Video Promotion". Social Media explorer. Retrieved 9 August 2023.
  17. ^ 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.
  18. ^ Lee, Ashley (2016-04-11). "Shorty Awards: The Complete Winners List". The Hollywood Reporter. Retrieved 2017-11-27.
  19. ^ "Nikkie Tutorials". The Shorty Awards. Retrieved 2017-11-27.
  20. ^ "美容丏幫風波 － 廣告、網絡紅人與YouTube的轉變" [Beauty beggars controversy: the transformation of advertisement, web celebrities and YouTube]. VJ Media [zh]. 8 August 2014. Archived from the original on 3 September 2014. Retrieved 23 October 2023.
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