Alessandro Cardoso remembers when he was just eight years old, taking his mother’s expired eyeliner and eyeshadow to secretly recreate her looks “just for fun.”
Now 23, he shares beauty tips with over 285,000 followers on Instagram and over 926,000 followers on TikTok, and has been nominated for the American Influencer Awards’ Emerging Makeup Influencer of the Year.
These social media platforms are exploding with beauty influencers sharing everything from makeup tutorials to product reviews online. These viral personalities have gained endorsements that even celebrity makeup brands have taken note of.
“Social media creators, especially beauty creators, convert sales. It’s as easy as that,” says Amanda Marzolf, partner at management firm Underscore Talent. “They have the power to sell out products and put them in front of new audiences and demographics in a measurable way…and now celebrities such as Selena Gomez, Ariana Grande and Hailey Bieber. We’re seeing a power shift in fashion mimicking influencers and embracing social media to market their own beauty lines.
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The power of beauty influencers
- Video tutorials and levels of detail help users better understand products and technologies.
- Even celebrities are imitating influencers and embracing social to market their products.
- The familiarity of influencers helps people follow and trust them.
Beauty influencers are as powerful as celebrities
Cardoso himself is witnessing the change.
“Beauty influencers have reshaped who has power in the beauty industry,” he says. And now, thanks to social media, creators like me are born out of thin air.”
So how did beauty influencers become so influential? Experts say it’s the combination of friendliness and direction that sets influencers apart.
First, there is an educational aspect to beauty influencers that brand commercials and other types of marketing lack.
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“People can watch someone apply makeup all over their face from start to finish, or have their hair styled professionally with extensive commentary and tips. That level of detail. Where else can you find ?” she says.
Relevance and Purpose Drive Followers
Ultimately, however, Marzolf believes that what truly sets creators apart is their transparency, their reasons for creating content, and their dedication to their audience.
For example, mega beauty influencer Jackie Aina collaborated with Too Faced Cosmetics in 2018 to expand the brand’s popular Born This Way foundation, increasing the line from 24 to 35 to create 11 new shades. bottom.
“I think people go to creators for their stories and their ‘why’. Why are they creating new foundation shades? Because they couldn’t find a shade and it hurt their sense of self. Are you recommending what worked for them? So others don’t have to suffer from anxiety like they do,” she explains. “Beauty content is much deeper and more important than eyeshadow and lipstick.”
Salima Popatia, chief digital officer at luxury cosmetics brand Orveon Global, agrees that the attraction to beauty influencers stems from this commonality.
“There is a connection that makes influencers and the content they produce authentic and authentic. That’s the magic of influencers,” she says. “I follow a lot of South Asian influencers because the content they share is very relevant to my own problems I am trying to solve.”
Cardoso knows his fans appreciate that he, a longtime lover and beauty product consumer, got off to a similar start.
“We started by posting a video on the bedroom floor talking about last-money makeup, so we definitely feel more relatable and connected,” he says. is known for its music and roles rather than its association with makeup.
Celebrities like Gomez and her makeup brand Rare Beauty are working with content creators ranging from Cardoso to TikToker Alix Earle with 3.5 million followers to bring the power of beauty influencers to their product promotions. points out Marzolf.
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Beauty influencers find empowerment on platforms
Cardoso created a powerful platform, but his platform gave him power.
Growing up in a conservative family in Mexico, he kept his love of makeup a secret until he began his social media journey at the age of 20 because men who wore beauty weren’t accepted.
“I feel so empowered to be able to break down this barrier, especially from where I came from. I did.”
As for the future impacting beauty, Marzof doesn’t think that power will be lost anytime soon.
“We’re seeing diversification and steady growth like we’ve seen before, but no extreme growth or extreme contraction,” she says. “Brands continue to allocate more and more budgets to her marketing to different types of influencers.”
And Cardoso wants to show even more of himself in his content for the New Year to inspire others through his stories and messages.
“I hope my presence resonates with other queer people who feel like outcasts and other first-generation individuals who were born out of nothing and have to build their own lives. “I hope they understand that you can do it. You have the power to do whatever you want.”
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