It can seem like almost every week, a new line of beauty products is being released, just begging make-up lovers to buy this ‘better than ever’ product. With make-up brands capitalising on the popularity of social media to convey products to a larger audience than ever before, companies are better able to gauge public interest in certain trends.
The popularity of Urban Decay’s NAKED eyeshadow palettes saw a boom in palettes with a similar packaging and colour range by several different beauty brands. Also, the rise of celebrities endorsing or creating their own beauty lines creates the ultimate advert for their products. For example, Kim Kardashian KKW beauty range and Kylie Jenner’s overwhelmingly popular Lip Kits and sets are featured in almost every Instagram photo, Snapchat story and tweet that these hugely popular icons post. This in turn generates a huge interest in their products as they are so glamorously advertised by celebrity influencers. As their range of products grow, it can feel overwhelming and many make-up lovers face the quandary of simply wanting it all and feeling pressured to do so by the make-up industry.
Make-up brands are beginning to do more and more crossovers with popular beauty YouTube stars such as Grav3yard Girl X Tarte, mutually beneficial to the company as the YouTuber provides advertising to highly motivated make-up consumers, and to the make-up guru as they see their subscribers rocket up. All these amazing products rarely come cheap, with a Kylie Cosmetics palette setting you back just under £40 or a Smashbox highlighter for roughly £30, the prices begin to pile up. It’s not just that these products are expensive, but the accessories that companies insist are necessary for a correct make-up application, Morphe brush sets can reach up to £184 and companies often encourage make-up buyers to purchase these brushes and beauty blenders alongside the foundation or eyeshadow.
Through social media we can all see how fast trends can change and make-up companies stay relevant by constantly being at the frontier of new development, collaborating with the biggest stars of the moment (such as the Gigi x Maybelline collection in early 2017 that marked another successful collaboration between the popular model and the fashion and beauty industries). What was popular one year (2016 was a year of smoky eyeshadow and bold eyebrows, with Anastasia Beverly Hills Brow Pomades becoming an essential), can quickly fall out of favour the next as 2017 saw the rise of ‘natural’ beauty with brands like Milk capitalising on the ‘dewy’ trend that focused more on skincare and light, subtle make-up rather than full-face. With so many make-up brands available to us now, it can feel difficult not to want to buy everything and be perfectly on trend. Without buying the latest releases of the most popular brands can leave some people feeling left behind and not part of the conversation regarding new and exciting beauty products.
However, it is important to recognise that constant production of more beauty products is what keeps make-up companies afloat and in competition with other brands and that not constantly buying new products does not mean you are unfashionable or irrelevant. If in doubt, try to totally recreate the brand’s look with cheaper alternatives or be comforted in the thought that expensive make-up trends are often filtered down to drugstore make-up and made more affordable and attainable.