California-based Morphe Cosmetics is adding new stores to its Canadian collection of premium retail outlets after the exceptional success of its first Canadian store at Square One Shopping Centre in Mississauga, Ontario. A new Morphe Cosmetics location will open at the West Edmonton Mall by this spring, with more plans for further expansion across the nation in the works. Growing makeup brand Morphe Cosmetics opened its new Tysons Corner Center store about an hour ago today (Friday). Based in California, Morphe is known for its eye make-up and brushes. The newly opened store is on the second level next to Lush — another cosmetics store — and sells mostly Morphe products, along with brands like Eye Kandy, Iconic London and Jeffree Star. Some items this reporter spotted included $15 Morphe eye shadow palettes, $8 Morphe lip glosses and $7.50 Eye Kandy glitter. Morphe’s opening at the mall adds to its half of a dozen stores in the D.C.-area and is part of the brand’s large-scale expansion.
Some beauty vloggers change their career in the online beauty industry and earn an income by utilizing their channels as a way to branch out and utilize it for business purposes, also executed through collaborating with cosmetic and/or clothing brands to launch new products, Beauty-related videos generally fall into the following categories: product reviews, makeup tutorials, hauls and personality clips.
According to the article journal of University of Calgary, one of the most “popular” category of video is “Get Ready With Me"'s. These videos showcase how beauty YouTubers get ready for certain occasions going on in their day-to-day life and their daily rituals, whether it be a trip to the mall, special event, or even to just to go to bed. Besides creating videos, Beauty YouTubers typically take part in media events such as "BeautyCon Festivals, an annual beauty festival for brands and Internet celebrities, and Vidcon, a conference featuring YouTube stars, brands and media companies.
Because Jeffree Star Cosmetics is privately owned, the company is not obligated to make its financial earnings public.
However, Forbes estimated that Jeffree Star Cosmetics does about $100 million in annual sales, and Star’s income was $18 million in 2018, making him one of the world’s Top 5 highest-earning YouTube stars. The impact that beauty vloggers have had on social media can especially be seen in the magazine world. This was a pivotal decision considering beauty vloggers have a way larger influence and salary than beauty editors do in today's times. This change shows that technology is far surpassing paper sales when it comes to the beauty world.
Within these categories, beauty YouTubers provide viewers with life advice while disclosing stories about personal experiences, share their positive and negative encounters with certain beauty products through trial-and-error, and demonstrate how to perform particular techniques in order to achieve specific makeup looks. While issuing this large amount of information, these channels also provide a forum for feedback.
Consumers will sooner log onto YouTube and watch a beauty tutorial than they would open up a magazine and view an article on the same topic. The only way that the magazines are able to keep up is by collaborating with the beauty vloggers.
