THE BEAUTY ROY­ALTY OF SOCAL ME­DIA

These makeup artists be­came fa­mous through Youtube and In­sta­gram, and are now stars in their own right. Here’s why you should be a fol­lower.

Herworld (Singapore) - - CONTENTS -

Chris­spy

In­sta­gram: @chris­spy, 3.7 mil­lion Youtube: Chris­spy, 1.6 mil­lion You go to Chris­spy for bold makeup, drama and the­atre. Among her most­watched videos are “Hal­loween Skull”, “Gang­ster Clown” and “Were­wolf Makeup”, while her epic trans­for­ma­tions into char­ac­ters like Dory, Yoda and Pikachu are vi­ral hits.

A Univer­sity of Cal­i­for­nia, Los An­ge­les (UCLA) grad­u­ate who did free­lance makeup for photo shoots while in school, Chris­spy had lit­tle to no pro­fes­sional train­ing be­yond a stint at M.A.C. She built her fol­low­ing on In­sta­gram be­fore launch­ing her Youtube chan­nel in 2012.

Fans of the 31-year-old love how she seems com­fort­able in her own skin, never mind if it’s a size 6 or 16. She doc­u­mented her weight-loss jour­ney on Youtube a few years ago, shar­ing her per­sonal fit­ness goals and prat­falls, and coolly shrug­ging off the haters. She leaves her old­est videos (the ones with daggy light­ing, low pro­duc­tion val­ues and novice skills) on her chan­nel as re­minders of how she started from noth­ing – and the progress she’s made.

Her hon­esty about her strug­gles with body im­age and self-con­fi­dence struck a chord. Her heart-to-heart chat videos like “Real Talk”, “Why I Took A Break From Youtube” and “Life Up­date: We Broke Up” showed her as a real per­son. Many fol­low­ers ap­pre­ci­ated the guts it took to open up on cam­era and iden­ti­fied with her prob­lems, post­ing mes­sages such as “Raw & as authen­tic as it gets”, and “You could film in a dump­ster and we would still watch you”.

Tati West­brook

In­sta­gram: @glam­life­guru, 1.4 mil­lion Youtube: Tati, 4.7 mil­lion You know the say­ing that hon­esty is the best pol­icy? West­brook used it to build a ca­reer as a prom­i­nent beauty vlog­ger with solid cred­i­bil­ity.

A for­mer im­age con­sul­tant and makeup artist in Los An­ge­les, the 36-year-old started vlog­ging in 2010 to share her love of beauty.

What sets her apart are her hon­est and un­bi­ased views, backed by de­tailed road tests and de­mos. We’re talk­ing about (painfully) peel­ing off a sub-par mask on cam­era, wear­ing Kim Kar­dashian’s con­tour­ing makeup in broad day­light for a whole day to see if it looks nat­u­ral, and cre­at­ing a full eye do with an eye­shadow palette just to show that it doesn’t work for her.

View­ers love that she’s rel­e­vant – and help­ful. Her most-watched videos in­clude “Drug­store Makeup Favourites & Hates” and “My Wed­ding Makeup”. She makes com­par­isons be­tween high-end and bud­get brands, dishes the lowdown on gim­micky prod­ucts and fads, and gives can­did feed­back on buys she re­grets – all de­liv­ered in an even, ge­nial man­ner. No ju­ve­nile ex­cla­ma­tions, no histri­on­ics.

What re­ally ce­ments her rep­u­ta­tion, though, is her con­tin­ued re­fusal to post sponsored videos, in or­der to stay im­par­tial (al­though she is known to re­view free prod­ucts at times). In 2016, she re­leased her own Glam­life­guru app (avail­able through se­lected dig­i­tal stores), which fea­tures high­lights from her Youtube chan­nel, bonus con­tent, and ex­clu­sive give­aways.

Patrick Ta

In­sta­gram: @patrickta, 1.1 mil­lion He went from zero to Shi­seido’s Global Colour Artist in a mere six years. Van­ity

Fair dubbed him “The Selfie-made Makeup Artist” – lit­tle won­der, as his In­sta­gram ac­count looks like a vir­tual tem­ple to the hottest It girls and celebri­ties. And he’s only 27 years old.

Ta’s jour­ney to makeup star­dom be­gan in an M.A.C store in Ari­zona, where he worked as a free­lance makeup artist. Soon after, he moved to Los An­ge­les. There (while still work­ing for M.A.C), he started ex­per­i­ment­ing with dif­fer­ent dos, post­ing his work on In­sta­gram.

In place of the heavy makeup favoured by many makeup artists and beauty blog­gers, he di­alled back. His style: ef­fort­less looks em­pha­sis­ing beau­ti­ful bronzed skin.

This caught the at­ten­tion of Pretty

Lit­tleLiars ac­tress Shay Mitchell, who rang him up to ask him to do her makeup. A month later, Gigi Ha­did called too, hav­ing also spot­ted his work on In­sta­gram. Then came oth­ers: Joan Smalls, Bella Ha­did, Blake Lively, Rosie Hunt­ing­ton­White­ley, Chrissy Teigen, the whole Kar­dashian-Jen­ner clan, and Jen­nifer Lopez. All high-pro­file beau­ties, all known for their ra­di­ant, sunkissed com­plex­ions and im­pec­ca­bly con­toured faces that have be­come a Patrick Ta hall­mark.

After serv­ing as La Mer’s brand am­bas­sador in 2017, Ta scored his Shi­seido coup in Au­gust, in line with the over­haul of the Ja­panese brand’s point makeup col­lec­tion. He also has his own makeup app called Flaw­less, where he shares stepby-step in­struc­tions on how to achieve the looks he’s cre­ated, the prod­ucts he’s used, re­views, video tu­to­ri­als and sneak peeks at be­hind-the-scenes pro­ceed­ings.

Pony aka Park Hye Min

In­sta­gram: @ponys­makeup, 5.7 mil­lion Youtube: Pony Syn­drome, 4.5 mil­lion She is to the South Korean vlog­ger scene what Big Bang is to K-pop: huge. Celebrity dop­pel­ganger videos are her claim to fame – watch her trans­form her­self into a dead ringer for Tay­lor Swift or Kylie Jen­ner.

Start­ing out as a graphic de­signer and e-com­merce model after univer­sity, Pony be­gan blog­ging on a South Korean so­cial net­work in 2008 as a hobby, post­ing stepby-step pho­tos and, later, videos of makeup ap­pli­ca­tion. She has no for­mal makeup train­ing, but soon be­came one of the top beauty blog­gers on Naver, a pop­u­lar South Korean search en­gine.

In 2015, with the launch of her own Youtube chan­nel, Pony Syn­drome, she re­ally hit the big time. The video plat­form gave her a global reach and saw her fan base snow­ball, pos­si­bly boosted by hal­lyu (or the Korean wave) and by her stint as a makeup artist to CL, a mem­ber of all­girl K-pop group 2NE1.

Her sweet-faced looks, chameleonesque makeup skills (she pulls off cutie-pie, glam and vamp equally well) and well-made, easy-to-fol­low videos (many with English sub­ti­tles) were a win­ning for­mula. Mil­lions now watch her for tips on top­ics rang­ing from makeup for mono­lids to 10-step skin­care rou­tines and even makeup for hi­jab wear­ers.

Also in 2015, at the age of 26, she launched her cos­met­ics line, Pony Ef­fect. The ven­ture helped to land her on Forbes’ 30 Un­der 30 Asia – The Arts list.

The most re­cent feather in her cap: be­ing ap­pointed makeup am­bas­sador for Ja­panese beauty gi­ant Shi­seido.

Huda Kat­tan

In­sta­gram: @hud­abeauty, 28 mil­lion Youtube: Huda Beauty, 2.5 mil­lion Kat­tan is the self-made boss of a cos­met­ics em­pire val­ued by Forbes at more than US$1 bil­lion (S$1.38 bil­lion), with Kat­tan her­self worth around half of it. Last year, she topped In­sta­gram’s In­flu­encer Rich List, rak­ing in US$18,000 a post.

The US-born daugh­ter of Iraqi im­mi­grants, 35-year-old Kat­tan stud­ied busi­ness in univer­sity, then took a fi­nance job in Dubai, where she got mar­ried and set­tled down. She found the job bor­ing, so she quit to be­come a makeup artist, even go­ing to Los An­ge­les briefly to train.

She couldn’t get a job on re­turn­ing home, so she started a beauty blog. It wasn’t long be­fore fol­low­ers took to her tu­to­rial videos, beauty hacks and cult-prod­uct rec­om­men­da­tions.

When she wasn’t able to find false lashes that were up to scratch, she teamed up with her two sis­ters to make her own, and Huda Beauty Eye­lashes was launched in 2013. The syn­thetic and faux-mink lashes were a mas­sive hit, sell­ing out on the first day and win­ning fans such as Kim Kar­dashian with whom, in­ci­den­tally, Kat­tan shares a marked re­sem­blance and style (ex­otic looks, volup­tuous fig­ure, killer pout and a pen­chant for full-face makeup).

There’s been no stop­ping her since. Huda Beauty now has more than 140 prod­ucts, from lip­sticks and foun­da­tions to eye­shad­ows, avail­able here ex­clu­sively at Sephora. If photo-per­fec­tion, dar­ing colours and ex­treme con­tour­ing are your thing, there’s no one big­ger out there.

Hrush Ache­myan

In­sta­gram: @styled­byhrush, 2.3 mil­lion All hail the queen of the In­sta­gram face. Dis­cov­ered by Kim Kar­dashian, who saw her makeup in per­son at an LA event and de­cided to suss her out on In­sta­gram, the 31-yearold Ar­me­nian-Amer­i­can has since be­come a reg­u­lar face pain­ter for the rest of the fam­ily. She even looks like one of them – a mix of Kim and Kylie, with shades of Me­gan Fox.

De­spite a rep­u­ta­tion sculpted on big pouts, big­ger lashes, high­wattage high­light­ing and heavy­duty con­tour­ing, not to men­tion a glit­ter­ing clien­tele, Ache­myan never at­tended makeup school or worked un­der an in­dus­try pro. In­stead, it was pure serendip­ity that set her on the path to be­com­ing a celebrity makeup artist and top-tier beauty in­flu­encer.

As a 17-year-old in­tern at a bridal stu­dio, she had more affin­ity for the con­tours of a face than the cut of a wed­ding gown – a fact that wasn’t lost on the de­signer she was work­ing for. So when one bride’s makeup artist can­celled at the last minute, she was asked to step in. She did such stel­lar work that the bride re­ferred other clients to her.

Later, with the rise of In­sta­gram, she be­gan putting up videos of her work – a move she cred­its as the rocket fuel that boosted her vis­i­bil­ity. She’s fur­ther aided by the power of the hash­tag. Be­cause when the likes of Kim K and Ken­dall reg­u­larly credit you on their so­cial me­dia feeds and you’re part of their glam squad, your stock only goes up and up.

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