YouTube Beauty Gurus Wipe Off the Makeup and Look for Something Deeper | Emily Reich

February 13, 2015 6:51 AM

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It was only a few years ago that I discovered a sector of YouTube that would keep me hooked for months, and coming back for many more -- the beauty gurus. There is something relaxing and mindless about watching someone discuss facial cleansers, foundations, and footwear. My mild infatuation with these videos began innocently enough. I was searching the internet looking for inspiration for my hair for a party when I stumbled upon this goldmine of all things beauty and fashion. For the past couple years or so I have wandered through YouTube, watching a haul (in which a YouTuber will show and discuss certain purchases they have made recently) or a makeup video here and there. I recently noticed a certain trend in the video content of many YouTubers who focus on beauty and lifestyle -- dissatisfaction.

I had often wondered in the past if these women felt fulfilled by talking about products and basically acting as an unknowing (or contracted, as has often become the case) advertiser for hundreds of different shampoos, eyeliners, lipsticks, and moisturizers. Although many continue to happily film an...

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