These days, make-up artists no longer have to work on supermodels or movie stars to become famous. Instead, several self-taught make-up aficionados are getting loads of fans through simple home-made videos posted on YouTube.
Urban found about 80 of these home-grown beauty gurus sharing their make-up tips on the Internet video-sharing site.
Their appeal? Those who wish to master the looks they teach can do so in the comfort and privacy of their homes.
Undergraduate Lynn Tan, 21, who is a fan of such YouTube make-up tutorials, says: "I don't have to pay to learn about make-up and the videos offer a huge variety of looks. I can pause or repeat a video clip as and when I like."
Indeed, beauty brands here are paying attention to the appeal of these make-up mavens.
One of them, 19-year-old student Sara Kye, says that she has been approached by two cosmetic brands recently to review their products. She declines to reveal who they are.
Fellow YouTube make-up guru Uma Preve, 28, a civil servant, specialises in make-up for Indian women and has also been approached by United States-based make-up brush company, Sigma Makeup, to review its products.
For the beauty brands, the girl-next-door appeal of these online gurus are a big bonus.
Stella Loh, public relations executive for L'Oreal consumer products division, says: "These online gurus can relate easily to regular consumers and give honest opinions about the products. They help create more awareness and excitement for products."
Urban sussed out the top three YouTube make-up gurus in Singapore. They were chosen based on the quality and clarity of their video tutorials and their high viewership numbers.
Sara Kye, 19, graphic design student at Raffles Education
www.youtube.com/user/icyabstract
Total subscribers: 4,229
Brushing up on YouTube since: 2008
Most popular clip: My Skincare Routine (28,602 views)
What is your signature make-up style?
The looks I create are for daily wear and I tend to use neutral colours.
How did you learn about make-up?
I have no formal training. Before I discovered the make-up tutorial community on YouTube in 2007, I knew only some very basic make-up skills. After discovering these YouTube tutorials, I started practising different techniques and experimenting with more products.
Why did you start posting on YouTube?
At first, I posted videos to take part in contests held by other gurus and realised I really liked making videos about make-up. It allows me to do something I am interested in and also assist people at the same time. The fact that people respond to me and value my opinions is a great motivation. I?m considering it as a career.
Wiwit Anggun, 20, freelance make-up artist
www.youtube.com/user/WiwitAnggun23
Total subscribers: 1,292
Brushing up on YouTube since: 2008
Most popular clip: Arabian Makeup Tutorial (6,799 views)
What is your signature make-up style?
I like looks by celebrities like Kim Kardashian and Megan Fox. Their make-up is immaculate, never too thick and I love their dewy skin. I also like to add a beauty mark or mole near my lips to achieve a sweet look.
How did you learn about make-up?
In 2006, I attended Cosmoprof Academy, where I was trained in various kinds of make-up. I was with Bobbi Brown for a few months before I was retrenched.
Why did you start posting on YouTube?
I was inspired by Seattle-based YouTube make-up guru Judy Gutierrez. I was also encouraged by the eagerness of my first batch of students in my Personal Make-up Workshop, which I organised earlier this year for bloggers. My goal is to let everyone know that they can look great - all it takes is a little practice, some knowledge and the right mindset.
Sarah Suhel Chaudhry, 23, accounts assistant and freelance make-up artist
www.youtube.com/user/sarahchaudhry
Total subscribers: 2,180
Brushing up on YouTube since: 2007
Most popular clip: Simplest Ever! Smokey Eyes Tutorial (226,001 views)
What is your signature make-up style?
I'm known for my love of bold looks - I simply adore bright colours. Most girls feel intimidated by loud colours but I try to show them how they can wear such colours without being over-the-top. I also do some toned-down looks, so my viewers get a diverse variety of styles.
How did you learn about make-up?
I graduated from Cosmoprof Academy in 2006, with a diploma in professional make-up artistry and have been freelancing since. I did the make-up for the performers in the National Day Parade from 2006 to 2008 and was the official make-up artist for the Miss India Singapore pageant in 2006.
Why did you start posting on YouTube?
It is an ingenious method of sharing tips and tricks with fellow make-up fanatics, as well as a way to gain more exposure.
This article was first published in Urban, The Straits Times.
