The year is 2019 and the power of persuasion is epitomised in a 10-minute video titled Get Ready with Me. The space is illuminated with a single ring light, a discernible halo reflecting upon the irises of the figure behind the camera. Each movement is a choreographed dance; a multitude of gestures designed to showcase the buzziest new entry within the beauty space. Fingers kneading and caressing silky textures into skin. A precise plunge of a brush within a powder pan. The pointed edge of a beauty sponge tapping delicately onto the face. It is a language all its own; a dialect familiar only to aficionados and savants with a keen interest in niche categories ranging from luxury skincare to clean fragrances. Welcome to the hallowed space that is beauty YouTube.
As with all things that undergo the passage of time, however, it is safe to say that we face a different reality now. Once characterised by its glamour, vivacity and maximalism, the art of beauty influencing has now taken a markedly different turn. Tutorials have been condensed from 30-minute instructional disquisitions to snappy TikTok clips set to the beat of the latest viral track. Make-up challenges and collaborations have gained a satirical edge, with a focus on comedy and controversy over technique. Household names in the vein of Bretman Rock and Jackie Aina have expanded into other ventures, touting aspirational lifestyle content centred around their personal branding rather than grooming. We have arrived in a whole new world: one where the impact and effectiveness of a beauty influencer is called into question.
This story is from the September 2023 edition of Vogue Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the September 2023 edition of Vogue Singapore.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
House Proud
Two symbolic homes come together in Louis Vuitton's latest haute horlogerie creation: a pocket watch that honours its historic trunk manufacture in Asnières and its cutting-edge watchmaking facility in Geneva.
A LIFE'S WORK
There are some paths in life that are a calling and palliative care feels like one of them. With great tenderness, three hospice nurses open up on what it means to offer care—in its many forms—at the end of life.
Genetic Make-Up
Digital filters, but with real-life consequences. Vogue Singapore considers the implications behind a new generation of parents choosing to edit pictures of their children.
Mythic ROMANCE
Dior's Cruise 2025 collection transports us to the enchanting landscapes of Scotland, blending romantic narratives with modern allure.
AN ASYLUM
Co-founders Jaren Neo and Becky Ng speak to Vogue Singapore on the driving force behind their label, its in-house residency programme and their hopes for a more supportive creative ecosystem.
Metropolis of IMAGINATION
Moncler debuts The City of Genius in Shanghai, a bold celebration of creativity featuring an eclectic line-up of visionary co-creators.
STANDING Tall
The Louis Vuitton Cruise 2025 collection was an exploration of postmodern architecture and the future through sharp tailoring, romantic draping and ornamental detailing.
WATERWORKS
In an era of power showers, cold plunges and #Shower Tok, there's still merit to be found in slowing down for the age-old ritual of bathing.
First CLASS
Education is the most powerful weapon, a noble pursuit that these three watches and jewellery brands have embarked on with different approaches.
A New FRONTIER
The nearly two-century-old watchmaker Jaeger-LeCoultre has crafted its first olfactive identity courtesy of perfumer Nicolas Bonneville.
