TikTok is throwing out a new beauty trend/hack/must-have every single week and I feel like that's part of the reason why beauty influencers' views on RUclips are going down. It's literally impossible to keep up with how fast the TikTok machine churns out new trends and products unless you devote yourself to keeping tabs on it 24/7, and then having to make a video about it before the trend dies out and a new one takes its place is also impossible.
People don't watch longer form (and I mean even a 10 minute video) on a particular product or a couple products anymore first of all. They prefer the shorts/reels form to see what's new and worth buying it seems like. So even if youtubers could keep up it'd be futile.
Early RUclips was not without its problems, but I do miss the prevalent culture of creators making videos about their interests just for the love of it. It felt more like watching people, not their brands. A lot of people are sick of influencer culture because it's just CONSTANTLY being sold something. The vast majority of TikTok beauty videos literally just feel like watching ads. I grew up using TV commercial breaks to pee and get a snack. Now, the popular content itself is just commercials
I'm a younger millennial, and I definitely remember watching a ton of makeup videos back around the 2018 timeframe. My interest in it was definitely fizzling out by late 2019 though, because it started to seem excessive and frivolous, and then the pandemic definitely 100% killed my interest in it. I also came to realize that I was not especially good at doing the extreme glam looks that were popular around then, and became a little self-conscious that I just looked completely ridiculous. I also realized that the biggest reason I wore makeup was to cover up acne, scars, and dark circles, and I felt like I needed heavy foundation to cover it sufficiently, and then the foundation was so heavy that things like bronzer, blush, mascara were needed just to not make me look ghostly and flat. I did pivot my interest into skincare, but also to minimalism, because I definitely did not need all of the products I bought. It took forever to go through the makeup I was buying, I would never hit pan on anything. Now, I only use a small handful of skin care products, and my skin is in the best shape it's ever been. I feel so much more comfortable going out in public with just my bare skin. I only use makeup now for nights out, and I even keep my makeup look so much more minimal. I've saved a ton of money, and I just feel so much more confident. And it just feels so much less wasteful, my makeup space was so cluttered, and it was such an excess of products. I was definitely influenced at the time, and I'm glad I can see through that and restrain myself now.
Honestly, the realization that I don't need to wear makeup every day in order to be "professional" has saved me so much time, energy, and money. Now I only wear it when I want to 'dress up' a little more. That being said, I will happily watch people transform their faces with makeup, especially those who are either doing cosplay or truly artistic looks.
For me, the issue with "old" beauty YT was that at one point all the videos became so similar - if there was a big launch (for example ABH) then all the videos were reviews, other than that I saw only hauls, challenges or videos with the same looks over and over again etc. I started watching for tips and hacks and new ideas for makeup but none of the big influencers was giving that. So, others and I shifted to smaller creators who gave us what we needed.
I consider old RUclips much older than that. I got into it around 2012/2013 when the focus really was tutorials and how to apply products regardless of what it was
Yup. GenX here and that’s about the crux of it. Plus the “let’s go through and declutter my tens of thousands in makeup collection” are just cringe worthy. I found my favorite skin care (wash, moisturizer, sunscreen, a couple Korean/Japanese toners for winter) during the 20teens. I’m good and I’ve only been regretful when I’ve been influenced to try something new. Add some natural looking mascara and a red lippie and I’m as done up as I want to be. I’m just not a glam girl.
I was watching beauty content a lot years ago and I’m grateful for what I’ve learned. Now I feel like for me there’s just nothing new anymore and I think it’s normal.
hey Shawna!! I just wanted to say I was watching a video by user Rattus Rattus called "organizing and decluttering my studio/craft room" and they recommended your videos and advice!! When they mentioned you I was like omg its Shawna :D !! Just thought you should know haha
I definitely had to way dial back on the RUclips beauty space content I was watching. I had started watching it a few years ago after having two kids and being in my early 30’s and feeling kind of lost in mommyhood. I wanted to get back to feeling like myself. So I was checking out techniques and people’s product reviews. And while it did help me find good products and improve my techniques, I think once I accomplished those goals, the beauty space had fulfilled its original purpose in my life and I didn’t need it anymore. But it’s not set up for people to come get some help and then move on to other content. I don’t know anything about being a content creator or what all goes into it but I do know that continual growth is either necessary or encouraged. So I think there’s this “need” to keep bringing new video ideas and new content to keep your current subscribers interested so they don’t leave and so their channels continue to grow. And that’s not even touching the fact that they get and buy so much product to continually review new items and colors. I kept watching for much longer than I needed to because of those things but it just made me want to buy that palette and this new lipstick and another blush. None of which I needed or could ever get through. So I stepped away because I just couldn’t watch that content regularly without constantly wanting to buy more and new things. Ironically I really got into the skincare content space over the last couple years and I’ve had the same issue. I do see a dermatologist too and she’s like “keep it more simple and don’t keep trying new things.” I’ve had to learn (again) that watching skincare content just makes me want more and newer and better. Even when I have products that really work well for me. And I don’t think I’m unique. I think we’re all easily influenced to buy stuff. It’s hard to not see something again and again and again and wonder if it really is better than what you have and worth the money and worth trying.
I LOVED beauty RUclips. It was really fun, I bought a few items, but at the end of the day the drama felt icky. Like I come to RUclips for a good time, I don’t want to feel like I’m back in HS with all these mean girls, content creators stealing from small artists, the PR nightmare was too much. I think I also matured and figured out what I liked/ got out of makeup and I didn’t feel a need to watch a long form content about some new product.
This is just an idea but maybe you could do a video on the overconsumption of Disney adults! The unnecessary waste of stuff they get just for a couple day trip!!!!
GenX here, my consumption went from "why would I want to watch youtube" to "gotta subscribe to everyone" back to "mostly bored now." I just don't watch beauty youtube a whole lot, I'm not looking for anything new, I use everything in my collection and I just don't care what new blush is coming out. I have a handful of beauty youtubers on my list these days and even with those I'll go a few months without watching. I'm mostly watching educational stuff these days, spending more time reading, doing my hobbies, and basically trying to disconnect when I'm at home.
Totally agree with this comment, also GenX. Not subscribed to many beauty creators at all, and the ones I am subbed to I am really hit and miss in watching. Nothing personal against them, I am just bored with a lot of beauty content. Most of the eyeshadow palettes being released either look the same or are really expensive. There are very few palettes that catch my eye so I hardly buy any which is a good thing, and prefer singles anyway. In addition, I have really scaled back on the amount of makeup I am wearing. Or I have gone to the minimal style I have had for most of my adult life aside from the last 5 years or so experimenting with wearing more makeup, I am kind of over it and prefer a simpler look these days.
This video really described my thoughts on makeup and beauty RUclips. As someone who was very into makeup and yt in that era I spent tens of thousands of dollars and now my brain can’t understand why. I just got tired of the influencer sales pitch and drama. I still love makeup but a very very small part of that is the acquisition of new things. I honestly feel like I don’t have the mental space to care about the beauty space the way I used to. I’m a makeup artist so makeup will always be a part of my life but somewhere along the line I lost that need to have everything and it morphed into loving to use products up. I really can’t wrap my head around how I used to obsess about things I don’t give a second thought about now.
It definitely sounds like we've had similar experiences and I feel very similarly to you. I was speaking to a friend over the weekend and we were talking about makeup releases from 2016-2018 and i truly forgot about so many! I was so obsessed with them and buying them and watching content about them...all so quickly forgotten.
Honestly speaking I am fed up of buying/having to buy (out of necessity or impulse or influence) new things now. Nothing is giving me joy. I feel like not spending a penny on anything that is not an absolute necessity. When I am doing influenced purchase it is filling me with so much guilt. I was doing so good on no buy/low buy since January but this month I ruined it big time and spent so much of my saved budget (since January ) of fun money category in one single month on makeup, bath products etc.. 😢😢😢 and now I am feeling I was doing just fine without them. 😢😢 Please make a video on how to come out of this feeling of being off track.
Buyers remorse is hard! Have been feeling super guilty over buying things, but also overthinking of whether I should buy something AND if I bought the right thing. I’ve been tracking my fun money spending since January. I want to be mindful of my purchases but also not obsess with “researching” and overthinking lol. Enjoy the makeup you bought this month, and if you’d like start back on your low buy :). I’m sure you thought things through
Hi super quick suggestion thats worked wonders for me, yes you made a mistake but you've learned something from it. One thing thats worked for me for anything frivolous i make a google doc and hyperlink the product and leave it there for 30 days if Im still thinking about it after 30 days I ACTUALLY want it. Honestly stopped me from spending on things I didnt really care for 😊
This is not directly related to the topic of this specific video, but I just want to tell you how positively your content has influenced me. I’ve definitely dealt with over consuming in recent years as I moved into higher paying jobs and had more ‘disposable’ income, but hadn’t dealt with my mental health or really dug into my thoughts and attitudes about money and consumption. I’m now leaning heavily into anti-consumption, under-consumption, ‘normal’ consumption, whatever it may be called, to help me focus more on things that really matter and bring value to my life (and don’t contribute to unethical corporations as much as I can avoid that), rather than going for the immediate dopamine hit. Videos like yours are helping me extend that from a temporary fixation into a real lifestyle change, and I appreciate you so much!
I remember when I found out that beauty RUclipsrs were making money off of discount codes. Now it seems so obvious but at the time it was shocking and really changed my perspective. I thought Jaclyn sincerely liked Morphe.... I didn't know she was getting money (for example). When beauty RUclipsrs said "this is the best" I thought they were just talking about products they liked. Again, it seems so naive now but at the time, I think a lot of us were shocked when this information came out.
My opinion is going to be swayed by the fact that I was a pro makeup artist in beatutytube’s heyday. A huge problem was the creators creating based on them getting paid. This ended up with a lot of people who trusted them spending money on products that didn’t work well for the end user or their skin type of them for whatever reason. Now, with inflation constantly pillaging our bank accounts, people are a lot more vocal about being annoyed by ads being marketed as reviews, and that practice destroyed the viewers trust. More and more I would have women asking me to try out my palette and whatnot if I had the new hot product and get my honest opinion because they saw it on RUclips and don’t trust that it’s legit, so they purposefully sought someone who would be honest and not try to sell them something. They really seemed to appreciate when I would say I had an affiliate code or something if I had one, but only wanted them to get it if they actually liked it, so I would hand over my brush and let them try it out for themselves. Can’t tell you how many times I heard the sentiment that they don’t have money to burn to send a makeup girlie to Dubai or wherever, and they were tired of bankrolling lavish lifestyles they’d never get to experience themselves, and that they had kids to feed and bills to pay, and if they were going to splurge, they needed to know the product was actually high quality and would last because otherwise it’s a waste of money. The RUclipsrs freaking out over lower views has the energy of an abusive lazy man upset that the ladies rose their standards and now he actually has to put in effort and step up his game if he wants to stay. There is also an element of most millennials kind of having their look down at this point. We’re kinda settled in and have realized there are only so many wearable ways to apply eyeliner or whatever, and have figured out which we like for us. So why do we need gurus telling us to buy stuff that won’t work?
Watching Jaclyn and Desi along with a handful of others was the reason why I was so excited about makeup. It was so new to me and that’s when I started overspending and buying all the new stuff. I’m glad that I went through it so I know now what I like and don’t like about makeup. I’m happy I lived through that time and have learned so much. But yeah I was over the drama 😅
I know i commented once, but i talked to my psych. She said whatever i’m doing is good, and i think you’ve helped play a role in my recovery. It helps put things into perspective since i have spending problems, my worst is like what you mention in some of your videos, living a life that isnt based in reality. I really took a lot of what you say to heart, it was upsetting at first because it helped put into perspective how bad my spending habits were, spending money left and right and not being able to afford things i needed. The one thats really changed me was “buying things is not investing in the future you” or something like that. I never really thought about it. I still struggle with it, but i tell myself that a lot. Doing things i have to is investing in the future me and making her life easier: but spending and “treating myself,” isnt. TLDR: my psych says im doing better and i appreciate the videos you make as they have massively helped my journey to recovery. Peace ✌️
I wonder if people have done over consumption are genuinely fed up of it or their going to under consumption just cause they want a new trend to follow
I am one of those who are fed up of buying things. I now feel guilty after buying things they are not giving me any joy (not even of unboxing) not even of shiny new thing .
@@loafollower9590 really. I have controlled my clothing impulses since I started altering/sewing my own clothes now ready to wear doesn't excites me. But I am yet to overcome the makeup and bath products thing. And the funny thing is I don't even wear makeup daily. I wear makeup like once in two week or once a month. Yet I have collected so many palettes and lip products. I recently gave away a bag full to my friend and then again got some stuff, although it was just 3-4 things it filled me with intense regret as soon as I opened them. 🥲🥲🥲
Early beauty RUclips was very candid. Late beauty youtube became high production. Amd then TikTok came in 2018. Now there's too much makeup to choose from entirely! 😂
I still watch makeup videos on YT but only certain creators, none of the OGs. It's people who don't tend to contradict themselves about the same product dependent upon whether they have a sponsorship. I like to know what's out there for when I do have the budget and interest
I used to watch videos featuring overconsumption as a way to prevent myself from spending recklessly. Seeing excessive collections or hauls would scratch the itch I got for shopping online. I recently found your videos which help me reflect and realize that this content often does more harm than good!
I was watching RUclips beauty content but my biggest spend was during 2021-22. I got curious about indie eyeshadow and the special shades etc etc. I love my collection (about 12 palettes) but I can dupe most of what’s coming out so there’s little temptation. I have a minimal collection outside of that, and I still watch a lot of beauty content, but it’s more in the commentary space like this video. My annual spend on makeup is way less than the generation figures! I spend more like a boomer hahaha
Gen X here. Relatively new sub to your channel. Enjoy your content and takes! 😊 My makeup consumption changes a lot (reduced) 3 years ago when I started working at home 100% of the time. Also, to points you made, I recognized how much I was being influenced and I made more conscious choices with my purchases. I do buy more skin care now but thats that's probably pretty typical based on my age (46).
I love your channel. Good topics ❤keep up the good work. Do a series on this subject of makeup. Last year they were so many vids about their rise and down fall 😅😅😅
I find this kind of interesting cuz I literally just bought my first couple of pallets in like a decade. I have been looking up some different 90s grunge inspired looks for ideas and found sunset makeup and decided to try their black lip stain along with their goth palette and their water activated eyeshadow palette. Granted the pallets are replacing things that I've either completely used up or have not worked as I need them to work and will be gifted to people who can use them. But it's still funny to me I'm always off the trend.
I just want to tell you this. My goal over this summer was to change the way that I shopped because I would spend $100 weekly on a perfume or a piece of jewelry and not bat an eye. I started getting into minimalism which I thought would change my life. But you are 100% right they tell you to Declutter but they don’t teach you new habits. So I have been binge watching your videos all summer. I’ve watched hundreds. And I truly feel like you have changed my life and the way that I view shopping going forward. You have made my goal of changing the way I shopped and feeling content come to life. I love your videos!!!
I started watching Beauty RUclips in 2008. I will always think of that as the sort of golden age of Beauty RUclips because it was a time when people gave actual tutorials on how to use specific products and I learned so much about how to apply makeup in different ways. so much of the beauty content online now is just a first look at or a haul or a one-time use sort of response. I would much rather have a person talk about a product they've been using for months or years and give me in-depth knowledge about that product than have someone tell me "here's a product I just got it looks cool". There are still some people that do wear tests and tutorials and things like that like Emily Noel. I will always prefer longer more descriptive RUclips videos than little flashes of things on Instagram I don't use tiktok
I think, when it comes to the top main beauty youtubers, a great deal of them are problematic. Either, simply from a moral point of view, or actual criminal behaviour. Those that have been morally objectionable, more often than not, continue to support and protect those that have criminal behaviours. A good portion of people are fed up with that. While I don't follow anybody within beautytube, I believe there are smaller creators, that are doing very well.
Was hoping someone would talk about this topic. to talk about what we perceive as a big change and downfall of beauty YT while at the same time having more overall viewers and still increasing make up sales. My heyday for make up releases was 2017 to 2021 but I largely followed Korean beauty as well and they exist a bit in their own world. I'm not sure how much I have nostalgia but I often simply like the products and styles better. I was never in the super matte style as Korea always had dewy options but the colour schemes and fun, creative packaging and collabs I miss😊 it's good a lot of us are more conscious and thoughtful now but I wish we could get the fun of make up back. Not many cater to people who still love make up but want to use their older make up and do looks w it. It's either people who are minimal or panning who don't do tutorials or GRWM OR people still buying a lot. I would love channels that use all their older stuff they got over the years in looks. Julie Dawn Olson is the only one I know of who does a lot of using what she owns and she usually only gets few affordable new things. We need more
it really is interesting how our perception of the past frames our opinions. Or, even how our own personal nostalgia frames things. You provide a good example of this! I'd like to see more of the content you mention as well. More of the using what you have kind of thing
The older I got, the more I understood what it is that I like. I'm immune to makeup must haves since I already own my faves (3 products, I don't need more). Growing up I was constantly stressed out about what people said I needed. Lotions and palettes and 3 different types of cleanser... finding out this is total bs was freeing.
Right!! I use to buy a ton of makeup like palettes and foundations and stuff and it’s just been sitting in my makeup collection and it’s just too much I am a stay at home mom of a 2 year old so he isn’t in school or any sports or anything yet so I don’t wear makeup every day really only when I’m going out a couple times a week so it lasts me forever!! These overconsumption videos have really opened my eyes and helped me start saving money
I’ve an elder millennial who has been watching beauty content since around 2015, and here is what has changed for me: I used to love massive review videos that introduced me to a ton of new products I NEEDED to try. Now, I steer away from any video that has a title with words like “need,” “must-have,” etc., or videos where it is a person just holding up products and talking about them. I have really gravitated toward makeup application content. I get so irritated around the Sephoras sales, Ulta sales, and to some extent even Nordstrom sales, because my entire feed to trying to tell me what I need to buy in that sale-there is little other content for weeks. I’ve learned a lot about myself, my preferences, what I love and don’t love about makeup, and I don’t need people to tell me what I should want anymore. I’ve learned that to continue to love makeup, as I have my whole life, I need to be really picky about what beauty content I consume. At one point I could watch beauty videos for hours. Now it’s a few times a week, and maybe one video at a time. It’s not that I don’t love beauty, and I still love trying some new things, but I’ve really taken a turn toward contentment and learning more about myself than trying to find myself through purchasing.
I think maybe the views nowadays are spread out over smaller creators (bc people may find them to be less out of touch with reality) rather than being concentrated to a few big creators. Not sure tho just a hypothesis on why it may feel like beauty content is less popular now.
I would also consider trends. Remember we all were contouring and baking our faces on the daily in 2016 😂 and now "clean girl" aesthetics reign supreme. I think about brands like glossier really making this push. Where it was almost like the "less you use, the prettier you are". I'm wondering if there's any connection. Also not me still using my sweet peach palette 💀 😂
Ich finde diese Analysen sehr schön, das macht einem Dinge klar. Ich bin Boomerin und habe 2016 angefangen, Beauty- Content auf RUclips zu sehen. Ich war gleich begeistert von Videos, die erklärt haben, wie man allen Inhalt einer Verpackung aufbraucht. Trotz meiner minimalistischen Ausrichtung habe ich 2016-2021 ganz schön viel Beautyprodukte konsumiert. Jetzt sind meine Ziele endgültig Low waste und Minimalismus. Grüße aus Berlin
Still using the same Lorac 3 I purchased when I started watching beauty RUclips 10-ish years ago 😂 I learned a lot from Michelle Phan’s tutorials back in the day, but after spending money on one scented product too many, I realized I wasn’t getting much in the way of benefit from purchasing more makeup or watching glorified ads. These days I buy makeup maybe once or twice a year, and it’s usually a new eyeshadow and an eyeliner/mascara replacement.
A point that I feel wasn’t touched on here,is that the golden age of beauty RUclips was mainly centred on American and British beauty gurus,because they had the best access to breakthrough products. While nowadays,a lot of foreign watchers would prefer to watch gurus and influencers from their own country,with products they can find. Plus,less toxic personalities.
Yes. This is especially true in Asian countries where not a lot of people care about western beauty space or western brands anymore. We learned what techniques and styles work better for our features. Also, gone are the days when western beauty brands was at the top of the line. Local brands perform just as good or even better, more accessible and more affordable too.
@@rvn13 I find accessibility is a very important factor for me. Why would I watch people who have products that will never come to my country, when I can watch people using my language and stuff from the shops I know?
Gen X here: the smaller creators I followed stopped making videos and the larger ones started to annoy me. I stopped everything during COVID and didn't restart.
The only change is now a lot of people overbuy skincare products and are obsessed with “ self-care” … personally I don’t think taking a shower for 2 hours is self care … That time seemed really exciting. Now makeup is just another chore and routine. There are too many routines hair care , skin care ,showers routine, putting a bunch of stuff in containers routine, body care routine,hand care routine . It’s too much.
I was around when they were called beauty RUclipsrs not influencers. Back in like 2012/2013 was when I started watching because I wanted a make up look for college events and graduation. It was more about how to do make up and tutorials rather than selling you things.
I feel like I’m a bit older than others in the comment section now that I’m reading through. My recollection goes back much further than most other comments are referring to.
Regarding purchasing more skincare as a millennial, I don't think many ppl realize how much your skin can change after a certain age because of hormones! I've had adult onset acne, rashes, hives, allergic reactions to things I've never been allergic to before. The amount of skincare I've had to purchase to try and deal with these issues far outweigh any makeup I've purchased
I am one of those people who was very into beauty community in 2019-2021. But then I just lost all interest. I realised I don't even wear that much makeup. The only creator I still watch from time to time is "Theresa is Dead", but I watch her for her personality and humour.
Great listening I used to buy alot of body wash shampoos conditioners on clearance like 50 cents to 75 cents I am down them being used up didn't waste anything so I will have to buy that stuff real soon but not till I use the last bottle up which is real close make up just alittle bag I own I have to buy eye shadow like next week
I used to be really bad with overconsuming makeup products, not expensive ones, but still. Now I get so much satisfaction out of using something until it's empty. I also love receiving body wash/lotion as a gift so I always have a huge stock lol
@@Schnee-tr1jg hi I get you I am using up these products which are almost done I look at it like this I saved alot of money buying the products at great clearance prices but now I just want maybe two back ups plus I moved a few years ago and guess what that all had to be packed up and put away yeah using up products so agree is the way to go almost done with all the products good luck on your using products up too journey
I also want to chime in that most shorts these days are really just plain advertisements now and I don't think a lot of people have caught on to that yet. Not to say that it doesn't happen as well with more long form content but there's usually more nuance in them depending on the creator.
From what i know Nikkie Tutorials is partially focusing on being on Dutch Television from what i remember. Not sure if she's still on there a lot. But there was a period she was in a lot of dutch TV shows. Even was one of the people presenting on Eurovision. So yeah..
I still watch beauty youtubers but way less of them than I did in like 2018. And i think every beauty RUclipsrinfollow now has less than 500k subscribers. But even with that, Im starting to watch less and less of one person in particular just because almost all of her videos are about new products. I tend to watch panners (people who try to hit pan/use up the makeup they already own) more often than not at this point. I know what makeup I like at this point, why do I need to try 10 more powder blushes when I already have 3 different brands I cycle through? As for eyeshadow, I have soooo much of it already. And while I absolutely love eyeshadow I won't even consider buying a new one unless i see myself using every color in the palette. I will watch one person talk about new releases a week to keep my radar up for my favorite brands to see if they release my dream color story but otherwise I'm just tired of it. I don't have the time or energy to invest into new makeup anymore
Lol I used to love watching all that stuff but now I just feel like there’s just so many more options that I don’t really have to settle for make up videos anymore lol I used to love them because of their kind of like artistic inspiration and like storytime aspects like you’re sitting in a room with your best friend and you’re just gossiping well doing make up kind of feel and I feel like they moved away from that or at least the people I like to watch and there was so much drama that it really wasn’t worth watching anymore and now I like to watch stuff like this you know about minimalism and mental health and productivity and different kinds of arts and crafts. I’m a total crafter lol and I feel like with all these choices that we have make up videos just now and I do Korean make up not American. As a 29 year old women the constant ads and opportunity to buy thing has become more prevalent then ever before and I remember at 20 I was broke and had no problem not buying things especially if I didn’t have the money but now there are so many options just begging to put you in debt and trying to grab your attention that my spending is out of control!! I am trying to pay off all my debt and get better with money but it is so hard and I feel lost all the time ugh.
I totally feel you on this! 7-10 years ago I ONLY watched beauty youtube and didn't even think of exiting my little bubble. It's really amazing to see just how much content and niches exist online!
I'm a 31 year old that watched all the makeup RUclipsrs in 2016-2018. I stopped watching because I got sick of being told I needed more, so I started watching project pans for inspiration to use what I had. Then I had a baby. Now I have two babies and am a stay at home mom, I don't have the time or reason to do makeup everyday. Millennials either have kids and dnt care as much, or are barely scraping by so can't afford makeup, in my opinion . Gen z doesn't care about full face so their not watching the same people we did
I was never really into makeup. I got a little into like nikki tutorials briefly, had a bit of a go at trying to do make up but it didn't last long, way too much effort for me, and too much expense (and i was only doing basic cheapest possible make-up) I enjoyed watching reviews of stuff i knew i was never going to buy, just curious! The only person i still follow is Robert Welsh 💖 I'm a younger millennial and i was never good at or into make up. The only other thing youtube got me into was books 😂 I tried so hard to be an aesthetic book reading girly like booksandlala but again, it just wasnt me. I don't read that much and don't have the money to fund it either 🤷🏼♀️ everything is so expensive i have to prioritise and makeup is not essential to me
Great analysis, one point, I don’t wear makeup but would watch the videos because the application was satisfying and artful, when it turned into drama as opposed to art of make up I stopped watching.
Jeffree Star specifically said in one of Shane Dawson’s videos that he was going to basically quit doing RUclips because he noticed that everyone was moving over to TikTok
In the first minute you don’t mention Jackie aina as a beauty guru. Shame on you. For us brown skinned girlies she’s ushered us into makeup just like some of if not before some of the yt and theys you’ve mentioned.
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TikTok is throwing out a new beauty trend/hack/must-have every single week and I feel like that's part of the reason why beauty influencers' views on RUclips are going down. It's literally impossible to keep up with how fast the TikTok machine churns out new trends and products unless you devote yourself to keeping tabs on it 24/7, and then having to make a video about it before the trend dies out and a new one takes its place is also impossible.
you're so right that turn over with trends seems more potent now than ever before
People don't watch longer form (and I mean even a 10 minute video) on a particular product or a couple products anymore first of all. They prefer the shorts/reels form to see what's new and worth buying it seems like. So even if youtubers could keep up it'd be futile.
I watch longer form if I like the person and they don't ramble
Early RUclips was not without its problems, but I do miss the prevalent culture of creators making videos about their interests just for the love of it. It felt more like watching people, not their brands. A lot of people are sick of influencer culture because it's just CONSTANTLY being sold something. The vast majority of TikTok beauty videos literally just feel like watching ads. I grew up using TV commercial breaks to pee and get a snack. Now, the popular content itself is just commercials
I need you and Social Symone to make a collab. You guys are my fav RUclipsrs discussing financial tips and the obsession with overconsumption.
omg i loveee social symone
i discovered symone a week after i discovered shawna!!! their content together makes so much sense, totally agree
I wish Social Symone wasn't so judgy, you can critique a lifestyle without there being an undertone of "the way you live your life is stupid".
Awh I love Symone her character 😂
@@AM-ti2yg I feel that’s actually why I like her. Shawna is a sweetheart while Symone tells you the way it is. The people they talk about do differ 🫠🤣
I'm a younger millennial, and I definitely remember watching a ton of makeup videos back around the 2018 timeframe. My interest in it was definitely fizzling out by late 2019 though, because it started to seem excessive and frivolous, and then the pandemic definitely 100% killed my interest in it. I also came to realize that I was not especially good at doing the extreme glam looks that were popular around then, and became a little self-conscious that I just looked completely ridiculous. I also realized that the biggest reason I wore makeup was to cover up acne, scars, and dark circles, and I felt like I needed heavy foundation to cover it sufficiently, and then the foundation was so heavy that things like bronzer, blush, mascara were needed just to not make me look ghostly and flat.
I did pivot my interest into skincare, but also to minimalism, because I definitely did not need all of the products I bought. It took forever to go through the makeup I was buying, I would never hit pan on anything. Now, I only use a small handful of skin care products, and my skin is in the best shape it's ever been. I feel so much more comfortable going out in public with just my bare skin. I only use makeup now for nights out, and I even keep my makeup look so much more minimal. I've saved a ton of money, and I just feel so much more confident. And it just feels so much less wasteful, my makeup space was so cluttered, and it was such an excess of products. I was definitely influenced at the time, and I'm glad I can see through that and restrain myself now.
Younger millennial here, and same! I feel like there was this compulsion to keep stocking up back then, it was crazy!
Honestly, the realization that I don't need to wear makeup every day in order to be "professional" has saved me so much time, energy, and money. Now I only wear it when I want to 'dress up' a little more. That being said, I will happily watch people transform their faces with makeup, especially those who are either doing cosplay or truly artistic looks.
For me, the issue with "old" beauty YT was that at one point all the videos became so similar - if there was a big launch (for example ABH) then all the videos were reviews, other than that I saw only hauls, challenges or videos with the same looks over and over again etc. I started watching for tips and hacks and new ideas for makeup but none of the big influencers was giving that. So, others and I shifted to smaller creators who gave us what we needed.
I consider old RUclips much older than that. I got into it around 2012/2013 when the focus really was tutorials and how to apply products regardless of what it was
Yup. GenX here and that’s about the crux of it. Plus the “let’s go through and declutter my tens of thousands in makeup collection” are just cringe worthy.
I found my favorite skin care (wash, moisturizer, sunscreen, a couple Korean/Japanese toners for winter) during the 20teens. I’m good and I’ve only been regretful when I’ve been influenced to try something new. Add some natural looking mascara and a red lippie and I’m as done up as I want to be. I’m just not a glam girl.
I was watching beauty content a lot years ago and I’m grateful for what I’ve learned. Now I feel like for me there’s just nothing new anymore and I think it’s normal.
hey Shawna!! I just wanted to say I was watching a video by user Rattus Rattus called "organizing and decluttering my studio/craft room" and they recommended your videos and advice!! When they mentioned you I was like omg its Shawna :D !! Just thought you should know haha
this is so cool! Thanks so much for sharing this with me
I definitely had to way dial back on the RUclips beauty space content I was watching. I had started watching it a few years ago after having two kids and being in my early 30’s and feeling kind of lost in mommyhood. I wanted to get back to feeling like myself. So I was checking out techniques and people’s product reviews. And while it did help me find good products and improve my techniques, I think once I accomplished those goals, the beauty space had fulfilled its original purpose in my life and I didn’t need it anymore. But it’s not set up for people to come get some help and then move on to other content. I don’t know anything about being a content creator or what all goes into it but I do know that continual growth is either necessary or encouraged. So I think there’s this “need” to keep bringing new video ideas and new content to keep your current subscribers interested so they don’t leave and so their channels continue to grow. And that’s not even touching the fact that they get and buy so much product to continually review new items and colors. I kept watching for much longer than I needed to because of those things but it just made me want to buy that palette and this new lipstick and another blush. None of which I needed or could ever get through. So I stepped away because I just couldn’t watch that content regularly without constantly wanting to buy more and new things.
Ironically I really got into the skincare content space over the last couple years and I’ve had the same issue. I do see a dermatologist too and she’s like “keep it more simple and don’t keep trying new things.” I’ve had to learn (again) that watching skincare content just makes me want more and newer and better. Even when I have products that really work well for me. And I don’t think I’m unique. I think we’re all easily influenced to buy stuff. It’s hard to not see something again and again and again and wonder if it really is better than what you have and worth the money and worth trying.
I LOVED beauty RUclips. It was really fun, I bought a few items, but at the end of the day the drama felt icky. Like I come to RUclips for a good time, I don’t want to feel like I’m back in HS with all these mean girls, content creators stealing from small artists, the PR nightmare was too much. I think I also matured and figured out what I liked/ got out of makeup and I didn’t feel a need to watch a long form content about some new product.
This is just an idea but maybe you could do a video on the overconsumption of Disney adults! The unnecessary waste of stuff they get just for a couple day trip!!!!
GenX here, my consumption went from "why would I want to watch youtube" to "gotta subscribe to everyone" back to "mostly bored now." I just don't watch beauty youtube a whole lot, I'm not looking for anything new, I use everything in my collection and I just don't care what new blush is coming out. I have a handful of beauty youtubers on my list these days and even with those I'll go a few months without watching.
I'm mostly watching educational stuff these days, spending more time reading, doing my hobbies, and basically trying to disconnect when I'm at home.
Totally agree with this comment, also GenX. Not subscribed to many beauty creators at all, and the ones I am subbed to I am really hit and miss in watching. Nothing personal against them, I am just bored with a lot of beauty content. Most of the eyeshadow palettes being released either look the same or are really expensive. There are very few palettes that catch my eye so I hardly buy any which is a good thing, and prefer singles anyway. In addition, I have really scaled back on the amount of makeup I am wearing. Or I have gone to the minimal style I have had for most of my adult life aside from the last 5 years or so experimenting with wearing more makeup, I am kind of over it and prefer a simpler look these days.
This video really described my thoughts on makeup and beauty RUclips. As someone who was very into makeup and yt in that era I spent tens of thousands of dollars and now my brain can’t understand why. I just got tired of the influencer sales pitch and drama. I still love makeup but a very very small part of that is the acquisition of new things. I honestly feel like I don’t have the mental space to care about the beauty space the way I used to. I’m a makeup artist so makeup will always be a part of my life but somewhere along the line I lost that need to have everything and it morphed into loving to use products up. I really can’t wrap my head around how I used to obsess about things I don’t give a second thought about now.
It definitely sounds like we've had similar experiences and I feel very similarly to you. I was speaking to a friend over the weekend and we were talking about makeup releases from 2016-2018 and i truly forgot about so many! I was so obsessed with them and buying them and watching content about them...all so quickly forgotten.
Honestly speaking I am fed up of buying/having to buy (out of necessity or impulse or influence) new things now. Nothing is giving me joy.
I feel like not spending a penny on anything that is not an absolute necessity. When I am doing influenced purchase it is filling me with so much guilt.
I was doing so good on no buy/low buy since January but this month I ruined it big time and spent so much of my saved budget (since January ) of fun money category in one single month on makeup, bath products etc.. 😢😢😢 and now I am feeling I was doing just fine without them. 😢😢
Please make a video on how to come out of this feeling of being off track.
Buyers remorse is hard! Have been feeling super guilty over buying things, but also overthinking of whether I should buy something AND if I bought the right thing. I’ve been tracking my fun money spending since January. I want to be mindful of my purchases but also not obsess with “researching” and overthinking lol. Enjoy the makeup you bought this month, and if you’d like start back on your low buy :). I’m sure you thought things through
@@MakeupCleaningAndCats yes trying to be back on track. But unable to locate why I made the impulse purchase, what factors were the triggers.
@@bandanarathore can’t tell if my message didn’t post but I had suggested laralikesmascara video on how to get back on track :)
@@MakeupCleaningAndCats hi, yes there was no other commonent. Thanks I will check her channel. Thank you. 🤗
Hi super quick suggestion thats worked wonders for me, yes you made a mistake but you've learned something from it. One thing thats worked for me for anything frivolous i make a google doc and hyperlink the product and leave it there for 30 days if Im still thinking about it after 30 days I ACTUALLY want it. Honestly stopped me from spending on things I didnt really care for 😊
This is not directly related to the topic of this specific video, but I just want to tell you how positively your content has influenced me. I’ve definitely dealt with over consuming in recent years as I moved into higher paying jobs and had more ‘disposable’ income, but hadn’t dealt with my mental health or really dug into my thoughts and attitudes about money and consumption. I’m now leaning heavily into anti-consumption, under-consumption, ‘normal’ consumption, whatever it may be called, to help me focus more on things that really matter and bring value to my life (and don’t contribute to unethical corporations as much as I can avoid that), rather than going for the immediate dopamine hit. Videos like yours are helping me extend that from a temporary fixation into a real lifestyle change, and I appreciate you so much!
thank you so much for this comment! I am truly so happy to hear that my content has had such a positive impact on you.
I remember when I found out that beauty RUclipsrs were making money off of discount codes. Now it seems so obvious but at the time it was shocking and really changed my perspective. I thought Jaclyn sincerely liked Morphe.... I didn't know she was getting money (for example). When beauty RUclipsrs said "this is the best" I thought they were just talking about products they liked. Again, it seems so naive now but at the time, I think a lot of us were shocked when this information came out.
My opinion is going to be swayed by the fact that I was a pro makeup artist in beatutytube’s heyday. A huge problem was the creators creating based on them getting paid. This ended up with a lot of people who trusted them spending money on products that didn’t work well for the end user or their skin type of them for whatever reason. Now, with inflation constantly pillaging our bank accounts, people are a lot more vocal about being annoyed by ads being marketed as reviews, and that practice destroyed the viewers trust. More and more I would have women asking me to try out my palette and whatnot if I had the new hot product and get my honest opinion because they saw it on RUclips and don’t trust that it’s legit, so they purposefully sought someone who would be honest and not try to sell them something. They really seemed to appreciate when I would say I had an affiliate code or something if I had one, but only wanted them to get it if they actually liked it, so I would hand over my brush and let them try it out for themselves. Can’t tell you how many times I heard the sentiment that they don’t have money to burn to send a makeup girlie to Dubai or wherever, and they were tired of bankrolling lavish lifestyles they’d never get to experience themselves, and that they had kids to feed and bills to pay, and if they were going to splurge, they needed to know the product was actually high quality and would last because otherwise it’s a waste of money.
The RUclipsrs freaking out over lower views has the energy of an abusive lazy man upset that the ladies rose their standards and now he actually has to put in effort and step up his game if he wants to stay.
There is also an element of most millennials kind of having their look down at this point. We’re kinda settled in and have realized there are only so many wearable ways to apply eyeliner or whatever, and have figured out which we like for us. So why do we need gurus telling us to buy stuff that won’t work?
OMG OMG you nailed it!!! 🤣🤣🤣
"RUclipsrs freaking out over lower views has the energy of an abusive lazy man..."
Watching Jaclyn and Desi along with a handful of others was the reason why I was so excited about makeup. It was so new to me and that’s when I started overspending and buying all the new stuff. I’m glad that I went through it so I know now what I like and don’t like about makeup. I’m happy I lived through that time and have learned so much. But yeah I was over the drama 😅
I know i commented once, but i talked to my psych. She said whatever i’m doing is good, and i think you’ve helped play a role in my recovery. It helps put things into perspective since i have spending problems, my worst is like what you mention in some of your videos, living a life that isnt based in reality. I really took a lot of what you say to heart, it was upsetting at first because it helped put into perspective how bad my spending habits were, spending money left and right and not being able to afford things i needed. The one thats really changed me was “buying things is not investing in the future you” or something like that. I never really thought about it. I still struggle with it, but i tell myself that a lot. Doing things i have to is investing in the future me and making her life easier: but spending and “treating myself,” isnt.
TLDR: my psych says im doing better and i appreciate the videos you make as they have massively helped my journey to recovery. Peace ✌️
I wonder if people have done over consumption are genuinely fed up of it or their going to under consumption just cause they want a new trend to follow
I am one of those who are fed up of buying things. I now feel guilty after buying things they are not giving me any joy (not even of unboxing) not even of shiny new thing .
@@bandanarathoreI’m the same, I’m fed up of buying stuff, especially clothes so hard to break the cycle
@@loafollower9590 really. I have controlled my clothing impulses since I started altering/sewing my own clothes now ready to wear doesn't excites me. But I am yet to overcome the makeup and bath products thing. And the funny thing is I don't even wear makeup daily. I wear makeup like once in two week or once a month. Yet I have collected so many palettes and lip products.
I recently gave away a bag full to my friend and then again got some stuff, although it was just 3-4 things it filled me with intense regret as soon as I opened them. 🥲🥲🥲
@@bandanarathorethe bath products are atleast something you can somewhat work your way through over time.
@@ghoulchan7525 yes. I am feeling awful about makeup because I gave a bagful away last month. And then again I got things this month.
Early beauty RUclips was very candid. Late beauty youtube became high production. Amd then TikTok came in 2018. Now there's too much makeup to choose from entirely! 😂
I still watch makeup videos on YT but only certain creators, none of the OGs. It's people who don't tend to contradict themselves about the same product dependent upon whether they have a sponsorship. I like to know what's out there for when I do have the budget and interest
I used to watch videos featuring overconsumption as a way to prevent myself from spending recklessly. Seeing excessive collections or hauls would scratch the itch I got for shopping online. I recently found your videos which help me reflect and realize that this content often does more harm than good!
Oh, eyeshadow is still popular because these companies are still cranking it out. People are just fed up with the beauty community.
I was watching RUclips beauty content but my biggest spend was during 2021-22. I got curious about indie eyeshadow and the special shades etc etc. I love my collection (about 12 palettes) but I can dupe most of what’s coming out so there’s little temptation. I have a minimal collection outside of that, and I still watch a lot of beauty content, but it’s more in the commentary space like this video. My annual spend on makeup is way less than the generation figures! I spend more like a boomer hahaha
Gen X here. Relatively new sub to your channel. Enjoy your content and takes! 😊 My makeup consumption changes a lot (reduced) 3 years ago when I started working at home 100% of the time. Also, to points you made, I recognized how much I was being influenced and I made more conscious choices with my purchases. I do buy more skin care now but thats that's probably pretty typical based on my age (46).
I used to watch all those beauty gurus! They are all problematic now.
I love your channel. Good topics ❤keep up the good work. Do a series on this subject of makeup. Last year they were so many vids about their rise and down fall 😅😅😅
I find this kind of interesting cuz I literally just bought my first couple of pallets in like a decade. I have been looking up some different 90s grunge inspired looks for ideas and found sunset makeup and decided to try their black lip stain along with their goth palette and their water activated eyeshadow palette. Granted the pallets are replacing things that I've either completely used up or have not worked as I need them to work and will be gifted to people who can use them. But it's still funny to me I'm always off the trend.
Okay but how's tht lip stain I've been tempted
I think people who used to watch makeup video are now watching skincare videos. Now skincare and self care is more in focus.
I love you video 💞
I just want to tell you this. My goal over this summer was to change the way that I shopped because I would spend $100 weekly on a perfume or a piece of jewelry and not bat an eye. I started getting into minimalism which I thought would change my life. But you are 100% right they tell you to Declutter but they don’t teach you new habits. So I have been binge watching your videos all summer. I’ve watched hundreds. And I truly feel like you have changed my life and the way that I view shopping going forward. You have made my goal of changing the way I shopped and feeling content come to life. I love your videos!!!
24:12 yes!! Perfume addiction is my newest obsession that I fight against
Me too!!
I started watching Beauty RUclips in 2008. I will always think of that as the sort of golden age of Beauty RUclips because it was a time when people gave actual tutorials on how to use specific products and I learned so much about how to apply makeup in different ways. so much of the beauty content online now is just a first look at or a haul or a one-time use sort of response. I would much rather have a person talk about a product they've been using for months or years and give me in-depth knowledge about that product than have someone tell me "here's a product I just got it looks cool". There are still some people that do wear tests and tutorials and things like that like Emily Noel. I will always prefer longer more descriptive RUclips videos than little flashes of things on Instagram I don't use tiktok
I think, when it comes to the top main beauty youtubers, a great deal of them are problematic. Either, simply from a moral point of view, or actual criminal behaviour. Those that have been morally objectionable, more often than not, continue to support and protect those that have criminal behaviours. A good portion of people are fed up with that.
While I don't follow anybody within beautytube, I believe there are smaller creators, that are doing very well.
Yay :) A Shawna upload! gonna watch once i get home
Was hoping someone would talk about this topic. to talk about what we perceive as a big change and downfall of beauty YT while at the same time having more overall viewers and still increasing make up sales. My heyday for make up releases was 2017 to 2021 but I largely followed Korean beauty as well and they exist a bit in their own world. I'm not sure how much I have nostalgia but I often simply like the products and styles better. I was never in the super matte style as Korea always had dewy options but the colour schemes and fun, creative packaging and collabs I miss😊 it's good a lot of us are more conscious and thoughtful now but I wish we could get the fun of make up back. Not many cater to people who still love make up but want to use their older make up and do looks w it. It's either people who are minimal or panning who don't do tutorials or GRWM OR people still buying a lot. I would love channels that use all their older stuff they got over the years in looks. Julie Dawn Olson is the only one I know of who does a lot of using what she owns and she usually only gets few affordable new things. We need more
it really is interesting how our perception of the past frames our opinions. Or, even how our own personal nostalgia frames things. You provide a good example of this! I'd like to see more of the content you mention as well. More of the using what you have kind of thing
hello shawna!! good to see you again
The older I got, the more I understood what it is that I like. I'm immune to makeup must haves since I already own my faves (3 products, I don't need more). Growing up I was constantly stressed out about what people said I needed. Lotions and palettes and 3 different types of cleanser... finding out this is total bs was freeing.
I just cannot imagine having more than 1-2 products of each makeup products 😮
Right!! I use to buy a ton of makeup like palettes and foundations and stuff and it’s just been sitting in my makeup collection and it’s just too much I am a stay at home mom of a 2 year old so he isn’t in school or any sports or anything yet so I don’t wear makeup every day really only when I’m going out a couple times a week so it lasts me forever!! These overconsumption videos have really opened my eyes and helped me start saving money
Me too. I am working towards one product only for every category one I am almost there for most of them
@@lenisteingen3036 yeah it is just a waste to have so much right
Same
I’ve an elder millennial who has been watching beauty content since around 2015, and here is what has changed for me: I used to love massive review videos that introduced me to a ton of new products I NEEDED to try. Now, I steer away from any video that has a title with words like “need,” “must-have,” etc., or videos where it is a person just holding up products and talking about them. I have really gravitated toward makeup application content. I get so irritated around the Sephoras sales, Ulta sales, and to some extent even Nordstrom sales, because my entire feed to trying to tell me what I need to buy in that sale-there is little other content for weeks. I’ve learned a lot about myself, my preferences, what I love and don’t love about makeup, and I don’t need people to tell me what I should want anymore. I’ve learned that to continue to love makeup, as I have my whole life, I need to be really picky about what beauty content I consume. At one point I could watch beauty videos for hours. Now it’s a few times a week, and maybe one video at a time. It’s not that I don’t love beauty, and I still love trying some new things, but I’ve really taken a turn toward contentment and learning more about myself than trying to find myself through purchasing.
I think maybe the views nowadays are spread out over smaller creators (bc people may find them to be less out of touch with reality) rather than being concentrated to a few big creators. Not sure tho just a hypothesis on why it may feel like beauty content is less popular now.
That's true for me!
I would also consider trends. Remember we all were contouring and baking our faces on the daily in 2016 😂 and now "clean girl" aesthetics reign supreme. I think about brands like glossier really making this push. Where it was almost like the "less you use, the prettier you are". I'm wondering if there's any connection.
Also not me still using my sweet peach palette 💀 😂
Ich finde diese Analysen sehr schön, das macht einem Dinge klar. Ich bin Boomerin und habe 2016 angefangen, Beauty- Content auf RUclips zu sehen. Ich war gleich begeistert von Videos, die erklärt haben, wie man allen Inhalt einer Verpackung aufbraucht. Trotz meiner minimalistischen Ausrichtung habe ich 2016-2021 ganz schön viel Beautyprodukte konsumiert. Jetzt sind meine Ziele endgültig Low waste und Minimalismus. Grüße aus Berlin
Still using the same Lorac 3 I purchased when I started watching beauty RUclips 10-ish years ago 😂 I learned a lot from Michelle Phan’s tutorials back in the day, but after spending money on one scented product too many, I realized I wasn’t getting much in the way of benefit from purchasing more makeup or watching glorified ads. These days I buy makeup maybe once or twice a year, and it’s usually a new eyeshadow and an eyeliner/mascara replacement.
Day #1 of no excessive shopping! ❤
I worked at ulta during peak beauty youtube. Someone got fired for buying the peach pallet. Insane.
A point that I feel wasn’t touched on here,is that the golden age of beauty RUclips was mainly centred on American and British beauty gurus,because they had the best access to breakthrough products. While nowadays,a lot of foreign watchers would prefer to watch gurus and influencers from their own country,with products they can find. Plus,less toxic personalities.
Yes. This is especially true in Asian countries where not a lot of people care about western beauty space or western brands anymore. We learned what techniques and styles work better for our features. Also, gone are the days when western beauty brands was at the top of the line. Local brands perform just as good or even better, more accessible and more affordable too.
@@rvn13 I find accessibility is a very important factor for me. Why would I watch people who have products that will never come to my country, when I can watch people using my language and stuff from the shops I know?
@@barbara9315 Agree! 💯
Gen X here: the smaller creators I followed stopped making videos and the larger ones started to annoy me. I stopped everything during COVID and didn't restart.
The only change is now a lot of people overbuy skincare products and are obsessed with “ self-care” … personally I don’t think taking a shower for 2 hours is self care … That time seemed really exciting. Now makeup is just another chore and routine. There are too many routines hair care , skin care ,showers routine, putting a bunch of stuff in containers routine, body care routine,hand care routine . It’s too much.
I was around when they were called beauty RUclipsrs not influencers. Back in like 2012/2013 was when I started watching because I wanted a make up look for college events and graduation. It was more about how to do make up and tutorials rather than selling you things.
I feel like I’m a bit older than others in the comment section now that I’m reading through. My recollection goes back much further than most other comments are referring to.
Regarding purchasing more skincare as a millennial, I don't think many ppl realize how much your skin can change after a certain age because of hormones! I've had adult onset acne, rashes, hives, allergic reactions to things I've never been allergic to before. The amount of skincare I've had to purchase to try and deal with these issues far outweigh any makeup I've purchased
I am one of those people who was very into beauty community in 2019-2021. But then I just lost all interest. I realised I don't even wear that much makeup. The only creator I still watch from time to time is "Theresa is Dead", but I watch her for her personality and humour.
Great listening I used to buy alot of body wash shampoos conditioners on clearance like 50 cents to 75 cents I am down them being used up didn't waste anything so I will have to buy that stuff real soon but not till I use the last bottle up which is real close make up just alittle bag I own I have to buy eye shadow like next week
I used to be really bad with overconsuming makeup products, not expensive ones, but still. Now I get so much satisfaction out of using something until it's empty. I also love receiving body wash/lotion as a gift so I always have a huge stock lol
@@Schnee-tr1jg hi I get you I am using up these products which are almost done I look at it like this I saved alot of money buying the products at great clearance prices but now I just want maybe two back ups plus I moved a few years ago and guess what that all had to be packed up and put away yeah using up products so agree is the way to go almost done with all the products good luck on your using products up too journey
I also want to chime in that most shorts these days are really just plain advertisements now and I don't think a lot of people have caught on to that yet.
Not to say that it doesn't happen as well with more long form content but there's usually more nuance in them depending on the creator.
From what i know Nikkie Tutorials is partially focusing on being on Dutch Television from what i remember. Not sure if she's still on there a lot. But there was a period she was in a lot of dutch TV shows. Even was one of the people presenting on Eurovision.
So yeah..
I still watch certain beauty channels, I never got into the skincare videos. I’m 65 and still have very oily skin. I don’t relate to the most of them.
I remember buying the first Becca Jaclyn Hill palette, not even knowing who JH was.
I still watch beauty youtubers but way less of them than I did in like 2018. And i think every beauty RUclipsrinfollow now has less than 500k subscribers. But even with that, Im starting to watch less and less of one person in particular just because almost all of her videos are about new products. I tend to watch panners (people who try to hit pan/use up the makeup they already own) more often than not at this point. I know what makeup I like at this point, why do I need to try 10 more powder blushes when I already have 3 different brands I cycle through? As for eyeshadow, I have soooo much of it already. And while I absolutely love eyeshadow I won't even consider buying a new one unless i see myself using every color in the palette. I will watch one person talk about new releases a week to keep my radar up for my favorite brands to see if they release my dream color story but otherwise I'm just tired of it. I don't have the time or energy to invest into new makeup anymore
Lol I used to love watching all that stuff but now I just feel like there’s just so many more options that I don’t really have to settle for make up videos anymore lol I used to love them because of their kind of like artistic inspiration and like storytime aspects like you’re sitting in a room with your best friend and you’re just gossiping well doing make up kind of feel and I feel like they moved away from that or at least the people I like to watch and there was so much drama that it really wasn’t worth watching anymore and now I like to watch stuff like this you know about minimalism and mental health and productivity and different kinds of arts and crafts. I’m a total crafter lol and I feel like with all these choices that we have make up videos just now and I do Korean make up not American. As a 29 year old women the constant ads and opportunity to buy thing has become more prevalent then ever before and I remember at 20 I was broke and had no problem not buying things especially if I didn’t have the money but now there are so many options just begging to put you in debt and trying to grab your attention that my spending is out of control!! I am trying to pay off all my debt and get better with money but it is so hard and I feel lost all the time ugh.
I totally feel you on this! 7-10 years ago I ONLY watched beauty youtube and didn't even think of exiting my little bubble. It's really amazing to see just how much content and niches exist online!
I'm a 31 year old that watched all the makeup RUclipsrs in 2016-2018. I stopped watching because I got sick of being told I needed more, so I started watching project pans for inspiration to use what I had. Then I had a baby. Now I have two babies and am a stay at home mom, I don't have the time or reason to do makeup everyday. Millennials either have kids and dnt care as much, or are barely scraping by so can't afford makeup, in my opinion . Gen z doesn't care about full face so their not watching the same people we did
I was never really into makeup. I got a little into like nikki tutorials briefly, had a bit of a go at trying to do make up but it didn't last long, way too much effort for me, and too much expense (and i was only doing basic cheapest possible make-up) I enjoyed watching reviews of stuff i knew i was never going to buy, just curious! The only person i still follow is Robert Welsh 💖 I'm a younger millennial and i was never good at or into make up. The only other thing youtube got me into was books 😂 I tried so hard to be an aesthetic book reading girly like booksandlala but again, it just wasnt me. I don't read that much and don't have the money to fund it either 🤷🏼♀️ everything is so expensive i have to prioritise and makeup is not essential to me
Hyper-consumption can still exist in a recession
As a young gen x er I definitely spend less on make up and more on skincare and haircare.
Great analysis, one point, I don’t wear makeup but would watch the videos because the application was satisfying and artful, when it turned into drama as opposed to art of make up I stopped watching.
I feel a lot of the positive comments are fake or paid for as well. On fb comments are all good comments on advertisements.
Jeffree Star specifically said in one of Shane Dawson’s videos that he was going to basically quit doing RUclips because he noticed that everyone was moving over to TikTok
Just follow the eyebrows trend.
Its not . Theyr on insta and tiktok
In the first minute you don’t mention Jackie aina as a beauty guru. Shame on you. For us brown skinned girlies she’s ushered us into makeup just like some of if not before some of the yt and theys you’ve mentioned.
i think younger women are on tik tok and make up and clothing is more of a younger woman's game.