Beauty Gurus Galore

Youtube Beauty "Gurus"

Circa 2006, Youtube used to be an entertainment site with random viral videos that surfaced the internet and caught the world's attention. In recent years, at a time where millennials are watching video content more than ever, Youtube has become the go-to place for so much more, including beauty tips, recommendations, and inspiration. If you're watching them, you're most likely one of those people clicking through recommended videos one after another before you even realize that you just spent two hours procrastinating that English paper you were supposed to be writing...

With the constant introduction of new and easy editing applications and programs, there are more "beauty gurus" than ever, with thousands of people aspiring to be one following in their footsteps. These beauty gurus are known to receive free products, services, trips, and invitations to huge events like Bonaroo or New York Fashion Week to name a few by simply growing an adequate amount of subscribers. Most importantly, if they're successful enough, they can receive compensation, collaborate with huge companies, and make Youtube (and all that it entails) their full-time job....yes, they can work in their pajamas from their beds... talk about a (sweet) dream job...

Beauty Gurus have transformed the way people perceive brands and brought an immense amount of brand awareness along with it. Whether it's sponsored or not, these influencers are talking about these companies and their products and services, and that ultimately gets us talking. Youtubers themselves have become so successful from working with brands that they have even built companies and become famous from this success, for example Michelle Phan (Ipsy) and Bethany Mota (clothing lines, contestant on ABC's Dancing With the Stars, acting), and Jaclyn Hill's gorgeous collaborative Morphe palette that will have you spending money like it grows on trees...

All in all, these beauty gurus have changed the way brands promote and bring awareness, reaching people of various demographics and ultimately driving people into stores and e-commerce sites to convert them from simply browsing to actually purchasing.