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. Charles created his YouTube channel in 2015 and rose to popularity in 2016 when he shared a highlighter-heavy yearbook photo . Charles' career has been dominated by controversy, from ill-advised tweets about Ebola to his recent falling out with fellow guru Tati Westbrook. But nowadays drama doesn't damage profits, and is instead a route to further success.
In 2019, beauty vloggers are firmly involved in the tea trade. Money is no longer made just by launching lipsticks, but also by selling secrets. A whole new genre of channels has emerged that profits from spreading gossip and spilling tea about YouTube gurus. AdSense money accumulates quickly under videos exposing stars, and later, videos of those same stars apologising.
We no longer watch make-up tutorials to learn how to do our make-up — we watch them to be entertained. Tutorials have fallen prey to the same algorithms as the rest of YouTube, meaning clickbait prospers. Perhaps this was inevitable – perhaps we all mastered our winged eyeliner in 2011, and no longer needed online teachers. Regardless, over the last decade, beauty gurus have transformed the very concept of a normal make-up look, a normal make-up collection, and the normal tools you should use.
Over the last decade, YouTubers have gone from showcasing five products on their face to creating tour videos of their overflowing make-up cabinets, opening drawer after drawer of lipstick. The effect on young fans can be confusing and upsetting – anti-haulabout how following beauty gurus as a teen left her buying make-up every time she left the house and exacerbated her anxiety. Beauty gurus themselves have also been emotionally affected.
, she answers questions from fans, one of which is how she feels about the YouTube beauty community now."I know it's not the same as it used to be," she says."I do believe when I first started it was innocent, there was no money involved, it was pure, it was innocent, it was creative, it was having fun… It still is that now, but I think for a lot of people it's very money-driven.
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