IF THE FACE FITS ...
Makeup is not longer a female preserve, as several online ‘beauty influencers’ show
Once the dream for many women was to become an actress. Now topping the list of ambitions is to become a beauty influencer; to be part of the glamorous realm where one dolls up to attend cosmetics events and receive goody bags with items to overload the beauty wardrobe, and then do reviews or tutorials on YouTube. But not only women do that. The fluidity of gender has produced some of the best-known non-female beauty influencers, whose online makeup advice draws millions of fans. Once these transgender and gay makeup experts used to work behind the scenes; now some of them have stood before the camera and become YouTube stars commanding a legion of devoted followers.
These non-female beauty bloggers rely on humour, expertise and recognisable screen persona, and their fame also challenges the concept of beauty and stardom. The booming influencer market also provides a platform for their popularity.
While small in number, non-female influencers have emerged to present their own beauty perspectives on digital platforms. Brunch recently spoke with three of them.
CHATSAK MAHATA — “JUEPAK”
His face dotted with blemishes and bursting zits doesn’t hinder Chatsak Mahata, aka Eclaire, from being a popular beauty YouTuber, whose
Juepak channel has reached more than 100,000 subscribers.
On the contrary, the 20-something Chatsak takes advantage of his breakouts by showing people how cosmetics can cover imperfections and give him a smooth complexion with a shimmery glow whimsically compared to mackerel skin.
“Female beauty bloggers tend to have good skin whereas mine is a dermatological disaster,” he quipped.
“People are thrilled about seeing the
‘before’ and ‘after’ while having a good laugh watching my clips.”
His first video, released in April, demonstrated makeup for the watersoaked Songkran festival. The video was an overnight success due to the quirky content with a fastpaced, punchy and deliberately crude narrative.
Chatsak doesn’t define himself as a beauty influencer, though. He regards himself as an entertainer, whose comically vulgar personality may raise eyebrows.
“From the very first video, viewers like me as this larger-than-life character and I have to continue being the wacky Eclaire, whereas I’m actually a nerd,” he said.
His childhood dream was to become a doctor. Despite studying science to get into medical school, he changed his path and enrolled himself at Rangsit University’s Faculty of Liberal Arts.
An English major student now in his fourth year, Chatsak is now fully occupied by completing a thesis but does spare time to create eyecatching makeup looks tied to current situations.
For instance, wearing Thai traditional costume, he mimics Karaket, a protagonist from the hit TV drama Buppaesannivas currently airing on Channel 3.
One amusing makeup tutorial is dedicated to brow-grooming for 7-Eleven employees, corresponding to news that the convenience store will become a banking agent.
“That video was created based on a request in my inbox and statistics that 40% of 7-Eleven employees draw awful eyebrows,” he said.
Other crazy requests have been translated into humorous tutorials such as makeup to find a husband, to impress a mother-in-law, to get money back from a borrower, and when financially broke.
Chatsak knows what it is like to have limited means, reflecting on his past situation when watching makeup tutorials using products that he couldn’t afford.
“My own makeup tutorials tend to feature affordable products so that the masses can obtain them, or they can just follow the routine by using similar stuff in their beauty bag,” he said. “My job is to update viewers on the latest cosmetic products and technologies, to keep them informed of the new options. I personally encourage consumers to make smart choices that don’t need to be expensive.”
His videos showcases edgy looks with bold colours on eyelids and lips, the latter for the sexy ‘Juepak’ gesture.
“I could have named my Facebook page and YouTube channel ‘Chatsak Tutorial’ but that wouldn’t have an appeal. My clips are around three minutes, and that make them easier to watch than the countless lengthy videos posted on YouTube,” he said of his strategy on social media.
Chatsak does the production all by himself, using a camera to film the videos, natural lighting by the window, and a mobile phone to do the editing.
“My family is not well-off and buying the camera and iPhone was a big deal. So I intend to make the best use of them in creating better and of course entertaining clips,” he said. “One will be released next month to celebrate Juepak’s first anniversary and to thank followers, who have brought me to where I am today.”
AMORNTHEP WITTAYAPASIT — “ICEAMORE”
Among the legion of fashionable beauty influencers, the 172cm tall Amornthep Wittayapasit can be easily spotted at cosmetics events, by her donning chic tailored-looking outfit often matched with a hat, not to mention her Parisian red lips and leaving a trail of masculine perfume.
“One has to be flamboyant in order to stand out from the crowd. I have my own personal style, not typical of a transgender woman, and I like to make myself approachable,” said Amornthep, who quit her job at a magazine to become a full-time digital influencer six months ago.
On the increasing number of beauty influencers, the 20-something Amornthep said: “It’s easy to jump on the bandwagon.
“With new faces coming in, we have to work harder to gain recognition from beauty brands and increase the number of audience and followers, while being knowledgeable about cosmetics, in order to stay in the game.”
As a one-woman band at her home office, she finds herself busier than when she was a nine-to-five employee, now that she is producing digital content for her beauty, fashion and lifestyle website, Iceamore.
Her most recent upload is a review of newly launched complexion products by a South Korean luxury brand.
Unbiased reviews build credibility, she added, and consumers are smart enough to notice sponsored reviews under influencer marketing.
“I make my reviews real by sharing products’ advantages and disadvantages,” Amornthep said.
“Consumers take that information, to help them screen the plethora of cosmetics and make buying decisions,” said Amornthep, whose media ethics come from having a background in print journalism.
Some of her videos have English subtitles, which in itself helps her stand out, as only a few Thai beauty influencers aspire to reach out to international netizens.
Amornthep, like many others who were once clueless about cosmetics, learned how to put on makeup from watching YouTubers such as the Dutch star Nikkie de Jager and American-Vietnamese Michelle Phan.
“It’s an ongoing self-study as well as trial and error. There’s an artistry about it, so no strict rules,” she said.
“For instance, when applying foundation, one can use a finger, sponge or brush.
“My own makeup demonstrations are based on a user’s perspective, to show how we can apply the various products or recreate a look.
“This is the beauty of YouTube, in helping people look good by doing their own makeup.”
The first three minutes of a video are important in attracting viewers, she added, while noting that some of them may like a talkative blogger whereas her own communication style is to articulately get to the point.
While a significant and engaged following may determine the lifespan of a beauty blogger, the affable Amornthep is not so worried about the numbers, believing that her effort in creating interesting digital content will pay off.