How Instagram change Makeup World?
December 14th, 2016 was a good day for Instagram users. Why? Because that was the day the app added a “Saved” section to every profile, instantly giving all of us the ability to secretly catalog any post.
For beauty lovers, this was big. Gone were the days of screenshotting a notable makeup look or palette to buy, only to lose it in the mess of photos in our camera roll. Now, if we spy something we love, we can simply click “save” and add it to our private vault of inspiration images in Instagram.
That being said, there’s no denying the fact that inspiration can be hard to find when you’re inundated with hundreds — nay, thousands — of images daily.
Whisper the words “Instagram makeup” in a room full of celebrity makeup artists, and it’s like you just shouted, “Orange bronzer.” The phrase was popularized when beauty expert Wayne Goss called out the“Instagram eyebrow,” a dramatic, faded-out eyebrow that he described as “a really frightening thing.” Thousands of commenters chimed in to agree. The Instagram eyebrow has since given way to Instagram contouring, highlighting, eye makeup, and lips. Although “Instagram face” isn’t a coined phrase yet, makeup artists recognize the app’s aesthetic when they see it, and most of them hate it.
You’ve most likely seen Instagram faces before. They may appear in your Instagram “popular” feed, showing people with cartoon-smooth skin, perfectly defined flicky eyeliner, cheekbones carved like marble, and strobing so shiny it creates what one makeup artist jokingly described to me as “C3PO cheek.” The biggest beauty influencers on the app mostly do Instagram makeup, posting daily selfies, breakdowns of the look, and how-to videos that condense the flurry of baking, highlighting, contouring, and “beat” into a slick minute.
And right now, Instagram makeup is getting all of the Likes. There isn’t much overlap between those the beauty industry views as its biggest influencers (celebrity, editorial, and fashion-makeup artists ) and the app’s most popular users.
Naomi Giannopoulos has never worked with Steven Meisel or for Prada, and she isn’t a household name. But her Instagram handle @Vegas_Nay has 7.8 million followers, thanks to her consistent beauty posts. Compare that with McGrath, whose account has 843,000 followers — granted, she only started it last year. A few months ago, McGrath posted a photo of model Stella Maxwell wearing dark, black-rimmed eyeliner from the Versace show, and received almost 7,000 Likes. But a video Giannopoulos posted of a bare-faced model transforming into a full-face of “Instagram makeup” received 635,000 Likes.