Yet, in professional visits that were previously referred to as buy sabbaticals, they have now taken over as influencers for much of the following, imparting such tutorials that are created to popularize techniques rather than mouth-open sell brand gimmicks.
Though she has had her makeup messed up by professionals two times in her entire life—Emerly Merngolo Levi was a prom date in 2012, and she became a bride in 2023. However, should the visual artist, based in New York, want a tutorial or rely on some skills to get liquid eyeliner or contouring done on herself, she doesn't need to refer to a single professional, seeing as she owns millions.
For example, while there have always been trends that played with simple beauty wear, such as the ones we had in the late years of the last decade and even in the earlier years of the present decade, brands such as Glossier and Merit Beauty, with a millennial slant—now consumerists find themselves sort of bored with their bare five steps and are already thinking of what else to try and are just dying to get their next fixation.
Most of the trending tutorials today are being produced by a host of professional makeup artists. But it remains very eclectic—viewing-related, much sharper, technical videos differ greatly from most clearly salting exposure with the salesy aspects of the known traditional influencer, yet these get their consumer interests captured to make better decisions as well. Wider waves beyond this phenomenon challenge other newer advancements in the beauty industry as the educated consumer seeks to have more meaningful and effective products.
The extravagance of makeup trends, such as extreme cuts in the crease and sculptured contoured eyes, has been losing shimmer gradually over the pandemic for an extremely natural makeup look that could easily replace everything. He found skin-forward brands like Saie and Merit at this time.
Now the tutorials are shorter and more often than not, on Instagram and TikTok, and speak of beautiful looks without the overt commercialism of those which went some years back. Or maybe that's actually what makeup will become in this age of social media: "With makeup artists being evident in the field, professionals are better placed to capture those lightning-in-a-bottle, miss-it beauty trends for their audience."
Her clientele is composed mostly of women from all walks of life simply looking to better learn how to put on makeup and not beauty professionals at all. "It struck me that my clients are just your typical girls that love beauty," said Sewell. "They buy every new product launch and are keeping their eyes on what's hot in the market right now."
"Still many make-up artists believe that today's brands ignore these days in marketing, instead relying on a one-time label demo done by the influencer, and then don't take any other effort to educate the end-user on the product performance."
Makeup education isn't only a great opportunity for brands; it's twofold happening. The more skills customers learn about makeup, the more products they go on using, thus making it very likely that they become loyal repeat customers, feeling confident in their purchases, knowing exactly how to maximize the performance of each and every product.
"Those tips and tricks that were once thought of as only for pros now belong to a wider public because of their mass appeal," said Myricks. "What was once considered a crazy technique is now the norm for all."