The year is 2019 and the power of persuasion is epitomised in a 10-minute video titled Get Ready with Me. The space is illuminated with a single ring light, a discernible halo reflecting upon the irises of the figure behind the camera. Each movement is a choreographed dance; a multitude of gestures designed to showcase the buzziest new entry within the beauty space. Fingers kneading and caressing silky textures into skin. A precise plunge of a brush within a powder pan. The pointed edge of a beauty sponge tapping delicately onto the face. It is a language all its own; a dialect familiar only to aficionados and savants with a keen interest in niche categories ranging from luxury skincare to clean fragrances. Welcome to the hallowed space that is beauty YouTube.
As with all things that undergo the passage of time, however, it is safe to say that we face a different reality now. Once characterised by its glamour, vivacity and maximalism, the art of beauty influencing has now taken a markedly different turn. Tutorials have been condensed from 30-minute instructional disquisitions to snappy TikTok clips set to the beat of the latest viral track. Make-up challenges and collaborations have gained a satirical edge, with a focus on comedy and controversy over technique. Household names in the vein of Bretman Rock and Jackie Aina have expanded into other ventures, touting aspirational lifestyle content centred around their personal branding rather than grooming. We have arrived in a whole new world: one where the impact and effectiveness of a beauty influencer is called into question.
この記事は Vogue Singapore の September 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Vogue Singapore の September 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
True D-SIRE
Referencing the iconic shape and silhouette of the Lady Dior, the new D-Sire bag reimagines traditional house codes and style.
Thrown For Aloop
Ernest Hemingway compared the influence and effects of Paris to a moveable feast. Well, how about a moveable, transformable feast for the eyes?
YES, AYO!
Is Ayo Edebiri the most beloved new face in Hollywood? Alessandra Codinha meets the suddenly everywhere actor, comedian, writer, fashion darling... and soon-to-be director too?
The POET
After five years spent transforming the Singapore Writers Festival from its helm, poet, educator and former festival director Pooja Nansi is embarking on her next chapter. The title? Whatever her soul craves.
Globe TROTTER
Newly minted Tumi ambassador Mun Ka-young perfectly embodies the brand's new Asra collection.
A PERFECT 10
The hunt for sipping perfection ends with Belvedere 10, a single-estate rye vodka that takes the meaning of luxury to greater heights.
Harnessing THE WIND
How a trip to South Africa with & Beyond has changed the way I look at travel.
KIWI Beauty
There are numerous reasons why New Zealand should be your destination to visit, but for now Rosewood's trio of luxury lodges comes up on top.
Porto PORTUGAL
Lisbon's little sister may not be as reputed as the country's capital, but it certainly holds its weight with the cool cats in its stunning coastlines, elegant architecture, design-worthy hotels and a buzzing restaurant scene.
Edinburgh.SCOTLAND
Look past its reputation as a college town and you'll find a robust city with a creative soul, framed by gorgeous natural landscapes straight out of a painting.