Throughout the years, we have seen the makeup industry evolve constantly, with companies and brands expanding their shade ranges for people of colour, even using a diverse range of women to be the faces of their brands. Much has changed within the beauty industry and even history was made. In 2015, Dior launched their Secret Garden Campaign which saw global sensation Rihanna named as the front woman, making her the first coloured woman ever to represent the brand which has been around since 1946.
It doesn’t stop there either. Over the last few years, we’ve seen companies who are huge in the makeup industry really try hard to make their branding more diverse and suitable to people of every colour. Especially companies like Estée Lauder and L’Oreal who have introduced women of colour, like Frieda Pinto and Joan Smalls, to represent and advertise their brands on both billboards and magazine advertisements.
The beauty industry have also seen the vast amounts of beauty vloggers hitting the scene in the last three years, putting themselves on both YouTube and Instagram showing the world their makeup skills and reviews, which has become a popular trend with this generation. The amount of popularity and attention that these vloggers have achieved has even led cosmetic brands – both big and small, using these normal everyday people to sponsor their brands and even collaborate with them on special one-off palettes and lipsticks. In 2016, YouTube star Shaaanxo released an eyeshadow and lip-gloss line with BH Cosmetics, followed by fellow YouTube star NikkieTutorials, who collaborated with Too Faced, releasing a huge range of eyeshadows, blushes etc.
It’s not just female vloggers who are taking the beauty industry by storm, YouTube has also opened up a world for male beauty. Last year saw female dominated brand CoverGirl have its first ‘CoverBoy’ as the ambassador of their popular brand. James Charles is a 17-year-old beauty vlogger from New York who has received vast amounts of attention for his dynamic and unique makeup skills and techniques. It’s not just James who has received this much attention, the world of blogging has made a name for people like Jeffree Starr, who now has his own beauty empire – and an impressive one. Fellow male vloggers MannyMUA and PatrickStarr have also started their own ranges with Manny becoming the face for Maybelline and having his own eyeshadow palette with MakeupGeek.
But do people really agree with male beauty?
Miss. Alesha Riley | 21 | Hair Dresser | Beeston, Leeds.
“I think that it’s great how these big brands are using males as their ambassadors as it’s helping other men who may be afraid of wearing makeup, to actually embrace it. Although I’m slightly jealous of most of these male beauty gurus do makeup better than me.”
Mr. Josh Thompson | 18 | Chef | Harehills, Leeds.
“Personally, I don’t agree with men wearing make-up. It’s not a manly thing to do, I mean I understand why they want to do it- each to their own but I really don’t understand the whole point of it.”