In recent years, the cosmetics industry has seen explosive growth which can be attributed to beauty vloggers dominating beauty space on YouTube. BBC News reports that in 2017, global sales of makeup reached £35bn and it is predicted that in 2018, sales will increase by 6%.
The makeup industry on YouTube attracts 700m hits a month and 97% of beauty video views are attributed to individual beauty bloggers. Consumers want to know what’s trending and how to achieve different looks with products and whether there are ‘dupes’ to luxury branded make up. They are more likely to purchase products recommended to them by vloggers than the brand itself.
Beauty brands are cashing in and using vloggers as brand ambassadors. Vloggers are sent sample products to review online and brands are advertising products on popular videos.
There’s no doubt that YouTube stars such as Zoella, Tanya Burr and Huda Kattan have more commercial influence than Hollywood stars. In fact, some have even gone on to launch their own brand. Huda Kattan, an American makeup artist living in Dubai, is the founder of cosmetics line ‘Huda Beauty’ and Forbes most recently declared her as one of the “ten most powerful influencers in the world of beauty.”
Despite online beauty video views soaring, consumers still value trying on products and purchasing in stores rather than ordering online. In the year to 8 April 2018, just 20.8% of spending on cosmetics in the UK was online.