How Does Social Media Change Makeup Culture?


Freshman Olivia Towns poses with enhancements provided by Picsart.

The makeup industry has always been one of the most competitive growing industries. From as early as 4000 B.C., the practice dates back to when Egyptian women did their own makeup, according to Neotorama. Since then, makeup has been transformed into this amazing, diverse art form with the help of social media. 

Before social media, beauty brands relied on major ad campaigns to target consumers, and makeup shops to sell them. Fast-forward to today’s generation and the practice has transformed. Social media is reshaping this fast-growing industry, bringing numerous new opportunities every day.

According to Forbes, “In the U.S., women are spending more [on beauty products]: 13% more on foundation; 18% more on concealer’ 35% of women use more than five makeup products every day; and 80% use three skincare products every day.”

Social media has changed how we do business and live our lives. It’s easier to stay up to date on what is happening throughout the world, while at the same time easier for people and businesses to communicate with each other. It has also played a big part in the introduction and inspiration for new makeup brands and makeup trends.

An apparent change is that social media has generated many new ways to target customers, and those most of the time cost nothing at all. This has a big impact on smaller, younger brands that don’t have the money to spend on huge marketing productions.

“Influencers from Instagram or YouTube have definitely given me inspiration for new products and new makeup looks,” said freshman Madeline Moore.

Using beauty influencers and celebrities is very popular and is an amazing marketing tactic. This strategy is also keeping the industry from slowing down. Social media gives people a place to look at things that beauty influencers are currently working on, and to see what other people’s opinions or ideas are. Influencer marketing on social media has clearly adapted into one of the most efficient ways to give a boost to new beauty brands and products.

A beauty influencer is someone who is well-known for posting their opinion and reviews on beauty products. These people have been popular recently because they give ideas and knowledge to people wanting to know more about makeup. The influencer can also get paid and create a lifestyle from this job. 

“I think that social media has made makeup its own form of art, that can be put on a face,” said junior Skylar Cash.

Makeup buyers are also ahead of others for finding out about new brands or products via reviews/opinions of other buyers whether from comments on social media, posts from expert influencers, or celebrities’ support.

Social media has also been exceedingly helpful in promoting awareness of diversity and inclusivity issues, embracing people of every race, body type, sexuality, and gender. The makeup industry has been very female inclusive in terms of how products are made. But there have been huge actions taken from this in the last decade for many reasons.

Male makeup artists, like James Charles or Patrick Starr, are helping to re-define the beauty industry into a culture that is inclusive to not just females but all genders.

L’Oreal is a perfect example of a common beauty brand that strives to advertise beauty for all. The brand has created documented campaigns that tackle these issues, and social media had been an outlet to provide this positive message.

“In my generation, I felt that makeup was important and essential to wear at the time, but since then social media has taught me that it is ok if I don’t wear it,” said Nancy Pollock, who recently substituted for one of the attendance secretaries.

The impact of social media has had and continues to have on the makeup industry is notable. This is giving new opportunities to consumers, brands, and people who haven’t used the products before. Brands can now be more creative with advertising and can advertise positive social campaigns or can advertise things that channel and create trends.