@isittherightword: The Rise and Catastrophic Fall of Beauty YouTube PART 1 Hey all! This is a video I've been wanting to make for quite a long time. Today we're doin' a little pop culture history lesson where we're going over the rise and eventual demise of the whole beauty YouTube influencer culture that was super dominant in the 2010s but by the early 2020s was all but finished. The beauty YouTube era was truly a golden age where these YouTubers who we had parasocial relationships with became industry titans. Unfortunately through violation of the parasocial contract, ego, and straight-up self-cannibalization, the beauty industry as it existed on YouTube basically self-imploded, truly at the hands of a few major influencers. Here's part one of that tale. Hope you enjoy!!! (Part two coming sometime later today) #makeup #beautyindustry #jaclynhill #popculturehistory #influencermarketing

Shay Omi

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Region: US

Friday 03 July 2026 09:09:19 GMT

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Comments

Alissa Ashley :

I miss HereForTheTea 😭

2026-07-04 22:01:50

3496

Urblackfrand :

this is how I find out here for the tea passed away??😭

2026-07-03 17:30:18

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𝔤𝔬𝔬𝔡 𝔱𝔯𝔬𝔲𝔟𝔩𝔢 :

if you don’t remember BH cosmetics, you weren’t really there 😮‍💨

2026-07-06 00:59:40

5885

Quaggy :

I mourn this era. I still quote “and you did it at my birthday dinner” tooooo much

2026-07-03 09:29:17

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Morgan Wims :

no cause where IS Nikita Dragun

2026-07-05 02:26:12

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Megha :

The Jaclyn hill x becca highlighter has never been replicated

2026-07-03 20:48:04

4494

Imanni :

yall always forgetting my queen TymeTheInfamous 😭

2026-07-05 12:02:16

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aj 🌹✨️ :

Oop! And we CANNOT forget about the OG YT Beauty Influencer, Michelle Phan and her mega viral '08 Lady Gaga makeup tutorial that truly changed the game. I'd even argue that Kim K took inspiration from Michelle Phan to start doing makeup tutorials. Every single beauty influencer after wanted the Michelle Phan influencer package, her rise was meteoric! 🌟💫✨️

2026-07-04 18:27:09

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sambesiwe :

I would love a Surviving Morphe documentary!

2026-07-03 11:24:53

3784

TaLesha Oliver :

Remember the Amrezy and MakeupShayla beef???😭😭

2026-07-04 12:55:40

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batybug :

Laura Lee created the blue print for influencer apology 😂

2026-07-04 08:18:15

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Kiara :

Once those cameras became HD and the backgrounds went soft focus we lostttt them

2026-07-04 01:48:03

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Safia Alice :

Their fanbase matured. We had to take on adult responsibilities like paying for housing essentials, getting married, and having children. I believe this significantly contributed to the decline in viewership, as we simply no longer have the time to watch YouTube as we did before.

2026-07-04 20:26:41

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TheCelestialEnova :

Beauty YouTube really started in 2012. It hit its peak. I would say in 2016.

2026-07-03 12:56:27

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Pardonmysanity :

My first taste of overconsumption

2026-07-05 12:44:50

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Dani :

The rise and fall of beauty YouTube could be a ten parter! 😭

2026-07-03 12:04:10

1910

duchess_okwaben :

This could be a Netflix docuseries

2026-07-03 18:04:49

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Knockout Cincy :

Who remembers Makeup Geek?

2026-07-19 04:30:38

PrettyRecklessGhoul👻🎃🍒✨️ :

who remembers the Makeupgeek and Jaclyn drama?? 😭😭

2026-07-04 05:34:48

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Majo Padilla :

Dose of colors Colabs

2026-07-03 19:42:28

254

30something_dramaqueen :

who's old enough to remember xSparkage, BubzBeauty, Panacea81, THE KANDEE JOHNSON DRAMA 👀

2026-07-05 13:34:12

Base 🐆 :

Close enough, welcome back Wendy!

2026-07-03 21:53:29

206

Briana J :

Do anyone remember Gerard cosmetics and those lipglosses and codes?

2026-07-06 05:44:06

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Tay 🤍📖☕️ :

I still have my Jackie x ABH palette and Carli Bybel’s OG BH one 😭

2026-07-03 14:33:33

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