Re-entering the Beauty Guru Era
The allure of the year 2016 is in full effect—a time when Snapchat filters and Kylie Lip Kits were all the rage. Since then, a subdued industry has reawoken, enticing viewers once again to engage in the ever-changing beauty standard. The beauty community, led by influencers coined as “beauty gurus,” has returned on a new platform and caused a stir like never before.
Beauty gurus in the past proved just how powerful, vulgar, and downright shady influencers could get. They were experts at marketing products on YouTube and kept the trend cycle on its toes. Today, beauty trends are cycling faster than ever. So much so that similar dramatized trends are resurfacing, forcing us to look back to how makeup used to be applied with a sense of nostalgia.
Micro makeup trends seem to highlight the shock factor but also the need to be original when there’s so much content out there. Layering on a pound of foundation like TikTok creator Meredith Duxbury, attacking local Sephora stores with ‘skincare smoothies,’ and the pressure to buy the $600 Dyson Airwrap are just some of the extreme trends taking over the modern age of youthful beauty. Today’s mission is looking effortless with hours of effort by creating dewy skin and delicate blush, while only six years ago, the name of the game was high coverage and full glam.
As TikTok maintains its wild popularity, anyone can be an influencer. If you have anywhere to be, you might as well film a “get ready with me.” Yet the innocence of small creators filming content on the fly is often counteracted by influencers who have grown larger audiences and feel the pressure of accountability. The beauty community has not come out on the other side unscathed by cancel culture consisting of fans who refused to accept past racism and blatant dishonesty.
Mikayla Nogueira, famous for her “honest” makeup reviews and transparent content, prompted Jefree Star’s return by her excessive use of filters and the appearance of a false lash in a mascara advertisement. While many choose to reminisce on Star’s transparent reviews, others have called his character into question because of his offensive past, highlighting instances of alleged racism and abuse. Then again, has integrity ever been the standard for these influencers?
Toxicity within the community comes in all forms, from problematic brand deals to creators like Jaclyn Hill, Kat Von D, and Laura Lee. Then comes the issue of overconsumption with the many ‘hauls’ and mountains of PR that end up in giveaways. The way of the past was convincing the masses to invest thousands of dollars into products that ended up sitting at the bottom of drawers. Creators today warn makeup fans about being influenced by the many trends and spotlighted products because of this exact issue. Excessive beauty rooms with Ikea organizers may have been the standard before, but minimalism transcends these habits now.
Inclusivity hasn’t always been the standard for these influencers, either. Creators and artists like Jackie Aina, NikkieTutorials, and Danessa Myricks had to pave their own way into the community. Newer lifestyle influencers are changing the game with not only representation but also the transparency and personality viewers crave most. TikTok creator @Golloria, who has a series entitled “The Darkest Shade,” addresses the enduring colorism and discrimination in the beauty industry, begging brands to catch up and increase shade ranges. The blatant lack of diversity was recently displayed in the highly publicized Tarte Cosmetics “Dubai” trip, which was actually hosted in Ras al Khaimah in the United Arab Emirates. Out of the fifty influencers invited, Ahnesti “Monet” McMichael appeared to be the only non-white attendee.
For some, becoming a beauty guru is all about marketing products and making affiliate income. Other creators deliver content for a greater purpose, like passion for the art and changing the system. However, nothing has changed when it comes to viewers craving personality and someone to set the trends. While we continue searching for the perfect products and the flawless look, in the meantime, why not indulge in the 2023 trends?
Strike Out,
Matilda Pollard
Boca Raton
Matilda Pollard is a Content Writer for Strike Magazine Boca. She is a proud Pisces who loves all things creative. Her hobbies include trying new foods and watching classic rom-coms. You can reach her at mpollard280@gmail.com
