Social media has really reshaped the makeup industry; many years ago, if you wanted to buy makeup you just purchased whatever was at your local drugstore and what you thought was your shade (because back then regular customers usually didn’t know anything about colour-matching or undertones) and becoming a makeup artist was not a well-known or easy career to get into. Now because of social media, it is easier than ever as a makeup consumer and an artist! There is so much information available and easily accessible, anyone can get into makeup. But not all of social media’s changes to the makeup industry are a good thing, and so here are the good, the bad, and the ugly:
One good thing that social media has brought to the makeup industry is the ability to learn online; we now have easy access to information about products, ability to build our skills, and knowledge all about the makeup business right at our fingertips. This is especially beneficial to people in Canada because in order to become a makeup artist, we don’t technically have to go to school as it is not a regulated sector. Therefore, we could get all of our ‘schooling’ through social networks and become a makeup artist that way. If we decide we still want to go to school (in my opinion, social media does not replace actual education and I still think we would benefit from attending them), social media can help us as we have easy ability to research on the different beauty schools available. Social media is a huge tool for networking and building a business, especially for those in the makeup industry. Makeup artist’s portfolios are basically their social media; it is where they can market their skills instantly and it’s easier for old and future clients to get in contact.
Unfortunately, because of social media and the rise of the beauty industry online, the makeup field has become super competitive. Now that so many people have easy access and can share online, it is hard to get noticed in the tens of thousands of makeup Instagram accounts. The rise in beauty influencers is also not a good thing, mainly because a lot of them don’t really know much about makeup, or even worse, they’re not trustworthy people; they’ll sell and advertise anything for money, including products they would never use on themselves or even unsafe products. Jade Parker makes another good point in why influencers are not necessarily a good thing:
“The rise of social media has altered brand priorities to shift from trying to appeal directly to the desired consumers, to trying to appeal to beauty influencers with large social media followings.”
This is not good because beauty influencers are not a majority of the population, and a large population is being excluded. Social media can also make or break your business; one wrong misstep and your career is essentially over, especially with cancel culture becoming more and more popular in the online world. Where it may have taken more time before social media, now ramifications are instant and nothing ever really goes away on the internet.
Online harassment is an ugly part of social media, and everyone faces it. As a makeup artist, people are constantly having their work judged, receiving negative messages and comments, or even online stalking. It’s unfortunately a part of social communications that doesn’t go away, and the more your work gets noticed the more trolls start to notice you and bully. Another ugly part of social media and the makeup industry is those who take it a step too far with cosmetic procedures – makeup is not enough anymore. Makeup is supposed to be fun but when people online lie about getting work done and pretend their ‘beauty’ is all makeup (or on the other end of the spectrum, when they advertise cosmetic procedures like injectable fillers and nose jobs and such), it affects people’s wellbeing and confidence. Lastly there’s lots of fake accounts and scams online, making it harder than ever to know what companies to trust, especially when influencers are constantly shoving products down our throats. This has brought ugliness into the makeup sector as not only is there a level of drama and distrust in the makeup community, but these things also ruin lives.
Can you think of any other changes that social media has brought to the makeup industry? Let me know in the comments below!
Facebook: How Has Social Media Affected the Beauty Industry? http://bit.ly/2HLmVvr
Twitter: The Good, Bad, & Ugly of #socialmedia and the #beautyindustry http://bit.ly/2HLmVvr
Online Makeup Academy. “How Social Media Can Help You Succeed As a Makeup Artist.” 23 July 2019, onlinemakeupacademy.com/makeup-academy-blog-old/the-importance-of-social-media-for-a-makeup-artist
Parker, Jade. “How Social Media Has Evolved The Beauty Industry.” Chattr, May 2019, chattr.com.au/2019/06/04/social-media-evolved-beauty-industry/
Valentine, Olivia. “How Social Media is Reshaping The Beauty Industry.” We Are Social, 11 July 2019, wearesocial.com/us/blog/2019/07/how-social-media-is-reshaping-the-beauty-industry