THE INFLUENCE, THE DRAMA, THE FOLLOWING
If you grew up in the same way I did, it wasn’t your mom who taught you how to do the perfect cat eye or find the right shade of foundation for your skin, it was the internet.
YouTube has been teaching people how to do makeup for years. The “beauty community” on YouTube is one of the most viewed genres and hosts some of the most popular names in the business, such as Jeffree Star, NikkieTutorials, Zoella, Jackie Anina, Patricia Bright, James Charles, and many more.
People flock to these influencers for many reasons other than makeup. The beauty community is one of the most notoriously dramatic groups on the Internet when they come together in real life. Wherever there are Beauty YouTubers, it seems as though drama will follow. With such popular and drama-drawn YouTubers, there’s no wonder why the beauty community is as full of ‘tea’ as it is of makeup advice.
So why do people still watch them if they attract so much negativity? Honestly, a lot of people don’t. Many of the most devoted fans will stay with their favorite online celebrities, but those who are not as loyal will stop watching the creators altogether when they get caught up in drama or create a scandal. The beauty community is notorious for its drama, but many people can only take so much of it.
Even beauty YouTubers get fed up with the issues the community creates. Many decide to leave the YouTube community altogether, creating a new brand for themselves and putting them in a different less toxic community. The beauty community seems to draw more drama than any other community, so many people who were beauty YouTubers move into the lifestyle section of YouTube. The difference is simply what the channels focus on and gravitate toward.
But why is the beauty genre still so popular? Many people leave, but just as many stay, come back, or become new fans every day. Social media is fickle, but the numbers of subscribers are almost always climbing for well-known names. I think that it’s soothing to have someone walk you through something so ubiquitous and just talking to you like you’re their friend. We get so used to background noise and always want to hear some kind of sound, and so it’s a good distraction to have a person doing something you do every day, just talking you through the motions and updating you on their life.
I grew up watching Zoella put on her makeup and do ASOS hauls for hours. She was my “Internet big sister,” as she was to so many others. As I grew up, I started to see her grow up too, and even though she became less of the giggly girl whose personality made me feel somehow safe, I still watched her. She went through scandals and mistakes and her videos became slightly worse quality that I got used to, but still when her videos come up on YouTube, I’ll almost always watch them because they remind me of better days.
I think another reason we watch the Beauty YouTubers is because we live for drama. We want entertainment at our core, but sometimes that need can’t be quelled by just relaxing with a YouTuber. People love the drama that the beauty community creates because of the opposite reason than those who love its calming and mundane nature- instead of bringing them back to reality and connecting with them through ordinary actions, beauty YouTubers take people out of their world and put them in an upper class struggle for power and influence. Think Gossip Girl but real life.
But this can also be a reason why people leave and stop supporting the beauty community. When it gets uncomfortable, people crave the old times in which YouTube was simply a source of pleasure and enjoyment.
Whether you support the beauty community or not, it is still growing and with its growth comes more drama and more talk about it. Wherever Beauty YouTubers stand in your idea, if they calm you, disgust you, transport you, or even if you don’t mind a bit about them, the world still does.