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Nikki de Jager is a Dutch YouTube star and makeup artist with more than 11 million subscribers. Jeffree Star got his start on MySpace, where he was pursuing a music career and quickly became the most followed person on the social network.

Make-up: Have YouTube stars boosted beauty sales?

A few years later, he changed course and started focusing on his talents as a makeup artist. Today, he has his own cosmetics line and more than 12 million YouTube subscribers. Genelle Seldon has more than , Instagram followers and a YouTube channel where she posts beauty tutorials and fashion try-ons. Strashme , aka Ashley, is a beauty influencer from Alaska with around , followers. She posts complicated makeup looks on her Instagram and encourages her followers to recreate them. Rocio Cervantes describes herself as a professional olympic blender and makeup artist.

She shows off creative makeup looks on Instagram, as well as tips on covering up acne. She has around , followers. Makeup artist Jaclyn Hill has more than 6 million Instagram followers and more than 5 million subscribers on YouTube , where she posts makeup tutorials. Jaclyn got her start behind the counter at MAC Cosmetics and has since gone on to launch collabs with the likes of Becca cosmetics.

Christen Dominique has more than 4. Makeup artist Naomi Giannopoulos has more than 7 million followers on Instagram.

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  • Zoe Sugg is barely years-old, but has already had a nearly decade-long career as a beauty influencer. Like Simondac, Ta started his career in beauty at an early age. But it also brought me a lot of joy because you saw the business you built. Clients walk through and people post about it and talk about it.

    YouTube’s new AR feature lets you virtually try on makeup while watching videos – TechCrunch

    The salon closed four years after opening, prompting Ta's move to Los Angeles and transition into doing makeup full time. Ta is now a global makeup ambassador for luxury skincare brand La Mer and launched an app, Flawless by Patrick Ta, this year. It features makeup tutorials with his clients, including Olivia Munn and Shay Mitchell. Digital platforms like YouTube have been a particularly welcoming space for content creators of color.

    Michelle Phan

    In addition to social media experts changing the industry, brands too have made efforts to keep up. Kylie Jenner-backed Kylie Cosmetics recently followed suit, releasing a line of concealers in 30 shades. Although, she added, brands still have progress to make — something she encountered recently with one of her clients, YouTuber Nyma Tang, who tests products made for deeper skin tones.

    In trying to find one brand that could supply Tang with all of the products in appropriate shades to do a full makeup look, they came up short. Several cosmetics companies accepted her criticism, which led to successful partnerships between them and Aina.

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    Aina disapproved of people who claim that they "don't see color", saying that they ignore racial issues and discourage her from discussing them. In a YouTube video demonstration, she did an ordinary makeup tutorial in black-and-white, and subsequently revealed that she had put on makeup of the wrong color.


    After IT Cosmetics co-founder and CEO Jamie Kern Lima criticized the beauty industry for non-inclusive and unrealistic depictions of women in advertising, Aina, who had previously criticized IT Cosmetics, confronted her and the rest of the industry about excluding people of color and accepting critiques from a white woman. In July , Aina teamed up with e. Cosmetics to create an eye shadow palette. Bustle reported that the palette "includes five jewel-tone and metallic shades with both shimmery and matte finishes" and described the colors as "nude-ish mauve , copper taupe , dark burgundy , glistening gold, [and] deep teal".

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    • A known champion for dark-skinned women and men, Aina expressed her opinion that a foundation product by cosmetics brand Too Faced did not feature enough shades, Too Faced announced a collaboration with her to expand the shade range of its Born This Way foundation. She said that she listened to perspectives of her online followers and other influencers of color.

      Aina told Bustle in that she would create a cosmetics line by