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Easy, Breezy, Beautiful: Uncovering the Business of Beauty on YouTube

Tameka Kee

It all started with a simple YouTube search: “smoky eye for brown eyes.” Four hours later, I had a basic grasp of how to achieve the coveted look — not to mention a newfound appreciation for eyeshadow primer, liquid liner, and brow highlighter. Welcome to the Business of Beauty on YouTube, where thousands of digital beauty gurus upload thousands of hours of tutorials, product reviews, and interviews every day.

It’s where mega-brands like P&G and Estee Lauder are targeting a rabid audience with channels of their own, or through partnerships with media companies like Hearst and sponsorships of high-profile content creators like Tanya Burr. It’s where the “face” of beauty actually mirrors the demographic ma… Read More

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