A few years ago I consumed a lot (ok not that much, but I was a regular watcher of a few Youtubers) of makeup related content and learned from it. Nowadays I feel like everyone is just repeating their existing videos. Everything is done and old so I stopped watching maybe over a year ago.
Is it me personally or is beauty YT still as big as it was in let’s say 2017?
I feel like what happened to the beauty industry is kind of what happened to the fashion industry?
Like just broadly - Look at 90’s runways, a few very popular faces with star status, a few major fashion houses.
Then fast fashion just kept accelerating with Shein and Aliexpress, a ton of new brands entered the market, it’s hyper-saturated and hard to keep up with new launches, celebrity collections every week, micro-influencers and PR packages and sponsored events.
I think the same thing is happening in the beauty space. There were a few really big stars, now brands want niche and micro-influencers, the trend cycle is a lot shorter. There are a lot more people in the space (and a lot more diversity, which is great!) but it’s hard for one person to keep up with all the people because of the hyper-saturation.