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Beauty YouTuber

A beauty YouTuber is an individual who creates content for YouTube, publishing videos in the realm of cosmetics, fashion, hairstyling, and nail art. 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.

Background and industry trends

In 2015, there were more than 45,000 YouTube channels specializing in fashion and beauty-related content.

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.

The most common hashtags used on YouTube are #makeup and #skincare in beauty influencer content.

In both the United Kingdom and the United States, beauty vlogging is a rapidly-growing industry.

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.

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.

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:

Tutorials, which demonstrate the use of makeup or hair products.
- Some tutorials, but not all, may be based on a specific theme (e.g. holidays, seasonal, etc.)
Makeup routines for a specific look.
"Get Ready With Me" videos.
Fashion routine videos for a specific outfit, or "lookbooks".
Favorites or haul videos, which discuss the vlogger's recently purchased or acquired makeup products.
- Anti-hauls, which discuss the vlogger's dislike for certain makeup products.
Product reviews for makeup and hair products.
Commentary and gossip, colloquially referred to in the community as "tea" or "drama".
Vlogs (video blogs).
Q&A or "chit-chat" videos about the vlogger's personal life.

Notable beauty YouTubers

Shown below is a table showing the YouTubers with the most subscribers.

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; British YouTuber Louise Pentland, popularly known as Sprinkle of Glitter, in 2016; NikkieTutorials in 2017 and James Charles in 2018.