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.
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