The heart of the online beauty community isn’t lost. It just moved to TikTok.

November 19, 2020

“Because of TikTok’s for-you algorithm and its discoverability, the engagement and following that creators are seeing have skyrocketed,” Albus said. Her first videos, which showed her with and without makeup, “blew up instantly,” as she told Insider. “In an industry that has been regarded in the past as a little bought-out or overly sponsored, I hope my content can show a high standard that people can at least rely on, whether they agree with my positions or not,” he said. Ft. “Hyram really put CeraVe on the map, and it’s nothing new, but the younger generation is so hungry for education and knowledge about taking care of their skin, especially during the pandemic when people couldn’t see their dermatologists,” Albus said. “With TikTok, the algorithm means similar videos to ones I’ve liked come up and they’re easy to save and go back to whenever I need.”
This transition makes sense, according to Albus, who says there’s “a lot of realness” on TikTok, which makes for an inclusive environment. new Soft Matte Complete Foundation. You changed my life. “And then there are others that are like deer in headlights. “I use to watch YouTube, but I’ve found it harder to find specific videos that are relevant to me,” she said. @mikaylanogueira Thank you so much. “The biggest reason I ended up leaving Ulta Beauty is because of how much time TikTok takes up,” the makeup artist said. But that changed quickly — she was even asked by Nars to star in its biggest TikTok advertisement. According to the makeup artist, she gains approximately 100,000 followers per week. “But that has not been my experience. He now has more than 6.6 million followers on the platform. ❤️ #duet with @kassandravalentina01 #skincarebyhyram #bodyacne #skincare ♬ original sound – kassandrabracamontes

Yarbro is open about the fact that he’s not a dermatologist or licensed aesthetician, and describes himself as a skin-care specialist. So when TikTok users started asking how she covered the acne she had at the time, Nogueira showed them. Today, the online beauty community is ruled by digital moguls like Jeffree Star and James Charles. I also love how I can post things on my story in the moment, and not be concerned about views.”
Yarbro, on the other hand, thinks YouTube and TikTok are “the perfect duo,” especially when you grow your following on the latter platform and direct viewers to your longer-form content. Yarbro told Insider that TikTok gives him a way to connect with fans. Around that time, the influencers, as well as women like Zoella and Bethany Mota, became known for their reviews of trendy products, giant hauls, and makeup challenges. #foundation ♬ Bring Your Mattitude – NARS Cosmetics

Some people prefer beauty content on TikTok over YouTube and Instagram
Bailey Gandy, a 24-year-old TikTok user from Florida, told Insider watching videos on the platform has completely altered her beauty routine. “Today, I filmed two different types of videos — an eye-shadow tutorial and one about how to make your foundation look good. The top creators on those platforms transformed into rich celebrities as they helped the beauty industry become a multi-billion-dollar business. And many became early users of Instagram. “My makeup collection has doubled in size, and I’ve completely revamped my skin-care routine since downloading TikTok.”
Charlotte, a 23-year-old from Guildford, UK, agreed and said since using TikTok she has developed a four-step skin-care routine that’s made “a massive difference.” She told Insider she prefers beauty videos on the platform because they’re “more realistic” than ones she’d watch in other places. @mikaylanogueira Catfish????🐱🐟 #fyp #foryou#foryoupage #beauty #makeup #levelup #catfish #beforeandafter ♬ They Call Me Tiago (Her Name Is Margo) – Tiagz

Now, Nogueira has more than 2.7 million followers, and TikTok serves as her full-time job. “We’ve certainly seen an impact of Hyram’s endorsements through engagement with new brand fans as well, as they continue to share their own CeraVe stories with us.”

@skincarebyhyram Sold Out CeraVe? Finding herself stuck at home when not working at Ulta Beauty, Nogueira helped her mom — a social worker — make educational TikTok videos. “After I post a TikTok, people always go over to my Instagram post so they can see the details, read all the products I used, and that’s why I love Instagram. But the heart of the beauty community isn’t lost. Nelson is credited with posting the first makeup tutorial in 2006, though creators like Michelle Phan and NikkieTutorials are often considered the founders of YouTube’s beauty community, starting their channels in 2007 and 2008. “YouTube is difficult because it’s the long game. It gets addicting.”

Read more:
Inside the YouTube beauty community that’s turning makeup artists into millionaires
The coronavirus could majorly impact the beauty industry in the future, as people turn to DIY services at home
Surprising jobs Jeffree Star, James Charles, and other beauty influencers had before achieving internet fame
The surprising real names of 14 popular beauty influencers
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Join the conversation about this story » NOW WATCH: Beaded weft extensions are satisfying to sew in And after seeing how the social-media platform works, Nogueira tried it for herself. The opportunity is tremendous, but because you have to create content that is very specific to TikTok — you cannot just repurpose existing content — it’s harder for brands to really take the leap. That’s why influencers argue that up-and-coming creators shouldn’t rely on one platform over another — no matter how enticing TikTok is. “I really do view my followers as my friends, and it feels like we’re all going skin-care shopping together.”
While Yarbro says he would have expected a dermatologist to be more influential, he can understand why followers like him: He’s relatable. And now beauty brands are taking notice. “You can almost feel the energy and excitement when you’re on the app, and I think that’s something that’s been missing — especially on Instagram — for a long time. Nogueira was in a graduate program when the pandemic hit the US. “Hyram has undoubtedly played a part in letting the secret out of the bag to a new generation of skin-care enthusiasts, and he has been a great skin-care educator to his followers by showing how an effective skin-care regimen can come at an affordable price,” Booker said. But, along with their popularity and success, beauty influencers have become synonymous with drama and feuds — everyone from Jeffree Star to James Charles has a scandal tied to their name. YouTube’s beauty community formed in the early 2000s — and it’s changed drastically over the years
Adrienne K. Use these instead!! Her TikTok fame gets her free products from brands, and she’s earned enough money on the platform to move into her own apartment. The two influencers, as well as other top beauty creators, still share makeup reviews and tutorials, though they also sell products, open up about their personal lives, and become involved in feuds with one another — largely as a result of the competitive opportunities now available to creators. It’s just moved to TikTok, where everyday beauty enthusiasts rack up millions of views with their down-to-earth videos. “That’s a really unique interaction that you’re not able to get on any other social-media platform.”

@skincarebyhyram You got this boo, we’re behind you!! “I’ve been browsing Ulta and Sephora once a week just because someone on the app shares a holy-grail product, or there’s a sale going on that I hadn’t known about,” Gandy said. “You can poke fun at yourself, show close-ups, show your acne, show skin texture, and have fun,” she said. And the community that once served as a safe haven for experimenting with makeup and sharing skin-care insecurities has, for some, become toxic. “I’m able to make duet-style videos in response to their skin-care routines or respond to them doing crazy things to their face, and they can get my genuine reactions and thoughts about what they’re doing,” Yarbro said. “I’ve always approached social media and my skin-care recommendations the same way I approach walking into a store with my best friend,” he said. It’s so loving and welcoming.”
“I personally don’t think I’m like a lot of the major beauty people — I’m just not — and because of that, I really didn’t think people would be interested in me,” she continued. But I think if they do it in the right way, it can be really rewarding and successful.”
One brand that has is CeraVe, with products flying off store shelves in recent months thanks to Yarbro; the brand’s cleansers are some of his most recommended products. It can be a full eight-hour day, and it’s exhausting honestly.”
Nogueira wouldn’t trade her new job for another. “People on TikTok are not afraid to share that.”
She added that there’s a “thirst for knowledge” on TikTok that’s not as strong on other platforms — and Yarbro’s audience is the perfect example. She made another video about her product recommendations and application techniques, which gained more than 15 million views before being set to private — though the video has been reposted by fans. How will you #BringYourMattitude? But by 18, Nogueira found herself at a standstill, and decided to delete her accounts and go to college. “So it’s Hyram to the rescue.”
YouTube and Instagram are still crucial to the beauty community — but its stars are being made on TikTok
TikTok videos might be quick and entertaining, but the platform lacks the ability to share long-form content, in-depth explanations, and high-quality photos — which you can do on Instagram and YouTube. Speaking to Insider over email, CeraVe’s Vice President of Marketing Derrick Booker said he could not disclose sale numbers, but noted that the brand “has been growing for quite some time now,” partially as a result of TikTok videos reaching Gen Z customers. @narsissist Achieve total mattisfaction with @mikaylanogueira. Little did she know at the time that the decision would lead her back to beauty. Representatives for Nars did not immediately respond to Insider’s request for comment. The multi-billion-dollar beauty industry is taking notice of TikTok’s rising stars
According to Trina Albus, a social-media expert and founder of the influencer-marketing group Magenta Agency, the opportunity for beauty brands to grow on TikTok is “tremendous” — though not all are taking advantage of the platform. She taught herself makeup skills, began a YouTube channel and Instagram page, and even worked as a freelance artist. You really have to invest a lot of time for a long time to see growth, but with sustained growth on YouTube, you’ll really ensure your business thrives long-term.”
Still, TikTok has made beauty on social media feel “fun again,” according to Albus, and thanks to creators like Nogueira and Yarbro, that feeling is likely here to stay. “I think on its own, TikTok does lack the monetary ability to support its creators in the long run, which is where I think you’ll benefit from YouTube,” he said. Today, makeup enthusiasts are rising to fame on TikTok
Massachusetts native Mikayla Nogueira became interested in makeup at 10 when she realized it could be an outlet for creativity and acceptance. “I think it’s critical to use TikTok and Instagram together,” Nogueira said. “Some brands have been really smart to get on there and form partnerships with influencers,” Albus told Insider. Summary List PlacementA digital beauty community emerged over a decade ago, sharing makeup reviews and tutorials on YouTube and Instagram. #makeup #beauty #thankyou #WorldPeace #MusicLesson ♬ Night Trouble By Petit Biscuit – Tyler

“Everyone says the beauty community is so toxic, negative, and the worst community to be in,” Nogueira said. “But now I get comments every day that say, ‘I watch you because you’re relatable and act like a normal person. Her school went remote, and her post-graduate job offer was rescinded. I got up around 7 a.m., and I finished those videos around 12 p.m. She’s also been able to see how her videos have positively impacted viewers. ✨🙌 LINK IN BIO ##skincarebyhyram ##cerave ♬ Backyard Boy – Claire Rosinkranz

Nogueira, on the other hand, said it was slow at first to get in contact with beauty brands or be offered sponsorships. When I watch your videos, I feel like I’m FaceTiming my friend.’ And that means so much to me.”
Skin care is also having a moment on the platform, and no one knows that better than Hyram Yarbro
Yarbro, known as Skincare by Hyram on TikTok, began making beauty videos on YouTube in 2017, though he saw a major boost in his TikTok following as the pandemic began.

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