Throughout history, makeup has evolved to reflect societal trends and individual expressions — from the thick, dramatic eyebrows of silent films to the iconic winged eyeliner of the 1960s, immortalized by Audrey Hepburn, and the contouring craze popularized by Kim Kardashian in recent years.
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Each season introduces a new style, a look, or a fashion moment, often led by a notable celebrity or fashion icon. Yet, for so long, replicating the mesmerizing looks of movie stars or the avant-garde makeup seen on the runways was a challenge for the everyday beauty enthusiast. Many of us have wondered how those iconic looks were achieved since professional makeup artists closely guarded the secrets, techniques, and tools of the trade.
However, with the advent of social media, we’ve entered a new era. Makeup artists are now taking to Instagram, YouTube, and TikTok to offer a behind-the-scenes peek at the creation process of some of the most memorable beauty moments, making it easier for us to experiment with these trends ourselves.
Here’s how the beauty industry has been revolutionized in this digital age…
#1. Transformation through tutorials
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Platforms like Instagram and YouTube have become the go-to sources for beauty education, with makeup artists such as Pat McGrath and Mario Dedivanovic sharing tutorials on how to achieve the glossy, dewy skin seen on runway models or the smoldering smokey eye sported by Selena Gomez at red carpet events. These tutorials not only break down each step but also list the exact products used, from McGrath’s Mothership Eyeshadow Palettes to Dedivanovic’s collaboration palettes with Anastasia Beverly Hills, democratizing beauty by making professional tips accessible to all.
#2. Celebrity influence and product revolution
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Celebrities themselves have become beauty educators and entrepreneurs, further blurring the lines between the glam life and everyday makeup. Rihanna’s Fenty Beauty, for example, revolutionized the industry by offering an unprecedented range of foundation shades, catering to skin tones long ignored by mainstream brands. Meanwhile, Kylie Jenner’s Kylie Cosmetics has turned the perfect pout into a coveted look with her famous lip kits, proving the power of celebrity influence in the beauty world.
#3. Embracing diversity and inclusivity
The beauty revolution on social media has also paved the way for more inclusivity and diversity. Makeup artists like NikkieTutorials have challenged traditional beauty norms, inspiring millions with her “coming-out” story and advocating for the LGBTQ+ community. The focus has shifted from adhering to a single beauty standard to celebrating individuality, with products like Fenty Beauty’s Pro Filt’r Foundation leading the charge by offering something for everyone.
#4. Transparency and affordability
The rise of social media has also ushered in an era of transparency about the tools and techniques used to create iconic looks. Makeup enthusiasts now have access to detailed product reviews and tutorials showcasing both high-end and drugstore products, such as the L’Oreal Paris Infallible Foundation or Maybelline’s Instant Age Rewind Concealer, proving that achieving a glamorous look doesn’t have to break the bank.
#5. The interactive future of beauty
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Looking ahead, the integration of technology with beauty via social media and even Artificial Intelligence is set to enhance the way we learn about and interact with makeup. Innovations like augmented reality (AR) try-ons, as seen in apps by brands like Sephora and MAC, offer a glimpse into a future where trying on a new lipstick shade or eyeshadow palette can be done virtually from the comfort of home, making beauty more accessible and personalized than ever before.
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The journey from exclusive studio sets to the open forums of social feeds has transformed our approach to beauty, making professional makeup tips and tricks accessible to everyone. This shift has democratized beauty, making it more inclusive and diverse, and has also allowed us to see ourselves in the myriad representations of beauty celebrated today.
Through the power of social media, makeup artists, celebrities, and brands have created a new beauty culture that encourages self-expression, experimentation, and personal empowerment, reshaping not just our makeup bags but our perceptions of beauty itself.
Featured image: Hailun Ma for Vogue China
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