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Influencing Beauty: How Creators are Reshaping Beauty Brands

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beauty influencer - the reelstars

According to a study by advertising firm Ogilvy, social media influencers are wielding significant influence in the beauty products category. Analyzing content across platforms like Instagram, Facebook, and WhatsApp, the study found that influencers are transforming brand narratives by addressing real-life issues and offering genuine solutions.

Influencing Beauty Brands

Beauty has transitioned from airbrushed perfection to authentic representation. Influencers are embracing imperfections and openly discussing their struggles, fostering a sense of shared vulnerability that resonates with audiences. This authenticity has compelled beauty brands to become more inclusive, offering a diverse range of products catering to different skin tones and hair textures.

For instance, with influencers of different skin tones or hair textures creating content, brands have been compelled to bring out products that cater to a wider range of consumers. Gone are the days when brown skinned women would struggle with mixing shades of foundations because there wasn’t one in their tone. Brands have gone from 2-3 shades to 30-40 shades of foundations and concealers now. And a large part of this has been because of influencers content that brought such issues out in the open.

If makeup brands were to still offer a meager selection of foundation shades that come in mostly light shades, they would miss out on the influencer reach of creators like Debasree Banerjee. Catering to such mid-tone consumers (who are a larger percentage in the country) is crucial for brands today.

 

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Effect on Consumer Behavior

Influencers are not only changing beauty trends but also influencing consumer behavior. With their engaging content on platforms like Instagram and YouTube, influencers are winning over consumers who seek authenticity and honesty in product reviews. Consumers are drawn to influencers who provide genuine feedback, even if it includes negative reviews, as a sign of legitimacy. It is also important to note that consumers are not as inclined to be influenced by creators who promote too many products as paid advertising content. For instance, if they promote one affordable sunscreen in a video and then post another saying they use another brand every day, followers are likely to notice. In fact, this is another reason why brands are willing to invest in micro/nano influencers with a niche following. These creators tend to have a more authentic approach that makes them better able to actually influence buyer behavior. Creators like Sungjemla Longkumer are a prime example, with the young K-beauty focused influencer having won NDTV Skin Care Influencer of the Year 2023.

Also Read:  NDTV x WhosNext Skincare Influencer of 2023

Promotion of Diversity and Body Positivity

Social media platforms are playing a crucial role in promoting diversity and body positivity in the beauty category. Influencers of all body types are securing brand deals, allowing brands to showcase a more inclusive vision of beauty. Additionally, the emergence of localized beauty trends, such as K-beauty, can be attributed to the spread of information through social media channels.

Future of the Beauty Industry in India 

As India’s beauty and personal care sector continues to burgeon, with projections reaching $30 billion by 2027, the influence of social media influencers is expected to grow exponentially. Legacy brands are recognizing the power of digital marketing and are increasingly collaborating with influencers to stay relevant in the ever-evolving beauty landscape.

Through the authentic voices of influencers, beauty standards are being redefined, celebrating diversity, inclusivity, and individuality. While challenges remain, the influencer movement represents a seismic shift in the beauty industry, empowering individuals to embrace their unique beauty in a digital age.

Anusuya, a Bengali girl in Bengaluru, is an experienced content specialist with a passion for writing compelling articles & blogs while crafting engaging social media posts & website copy. Currently a content manager, she thrives on being hands-on in the creative process. When not meeting deadlines, she enjoys Pinterest-planning her next trips; to explore new cities and immerse herself in local cultures, especially local food. Is it any wonder she chose a degree in Travel & Tourism?

Beauty

Beauty Influencer Shraddha Gurung is All About Self-Love

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Beauty Influencer Shraddha Gurung is Raising the Bar - The Reelstars

Influencer Shraddha Gurung, 27, popularly known as @lilmissgurung, has a passion for creating diverse content, including beauty, fashion, dancing, and recently cooking on her new page @cookmayasanga. Shraddha is also a body-positive and mental health advocate who encourages her followers to embrace themselves in every shape and size. Born and raised in Noida, Uttar Pradesh, she has been an assistant beauty producer for the last seven years. 

Brand Collaborations

Being a beauty creator, Shraddha has collaborated with many brands, including MAC, Clinique, Nykaa, Kay Beauty, Chambor, Gillette, Biolage, Matrix, and Cin Cin Fashion. Along with five others, she was the face of Estee Lauder’s ‘My Shade, My Story’ campaign. 

Shraddha’s background 

It’s no longer casual to be bullied over looks, body sizes, or skin tones due to equal opportunities without any beauty biases. Whether in the entertainment or cosmetic industries, supporting talent matters the most. 

As a kid, she was bullied because of her Nepalese facial features and prominent forehead. It bothered her a lot, but eventually, she became a body positive influencer who started feeling comfortable with herself. 

She is a beauty and hair expert making beauty and fashion videos. Recreating celebrity makeup looks is one of her favourite content formats. From sharing makeup tutorials to clothing hauls, she is an interesting content creator. Giving importance to mental health has greatly impacted her journey with unfiltered content, innovative and informative polls, videos, and interviews.

Being a content creator, Shraddha Gurung has a massive fanbase of 255K on Instagram and 78.2K subscribers on YouTube. 

She started developing an interest in vlogging when she worked for POPxo, a digital community for women. She has always wanted to make a career and study mass media while being a loyal fashionista. 

Shraddha started off by reading the blogs of many bloggers, did an internship, got a job opportunity as a video talent at POPxo, and went on to work there for more than 7 years. She became the Beauty Producer for their YouTube channel.

As an influencer, Shraddha Gurung is a great example of a content creator who talks about her self-love and mental health, which is the need of the hour. Follow her for engaging fashion and beauty content. 

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World’s First AI Beauty Pageant Queen, “Miss AI,” is Kenza Leyli!

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World's First AI Beauty Pageant Queen, "Miss AI," is Kenza Leyli - The Reelstars

Hijabi lady Kenza Leyli is an AI activist and influencer who won the world’s first “Miss AI” title. She was one among the top 10 out of 1500 AI-generated models worldwide.

Kenza Leyli is crowned as “Miss AI” followed by the first and second runner up i.e. Lalina from France and Olivia C from Portugal, respectively.

Miss AI Beauty Pageant

The Fanvue World AI Creator Awards (WAICAs) launched the world’s first artificial intelligence beauty pageant, competing for a prize of $20,000 (approximately Rs. 16,70,666) with AI-generated images and influencers. They aimed to celebrate the technical skill and the effort behind creating these AI models worldwide.

ai influencer zara - The Reelstars

The Fanvue Miss AI pageant contestants also included an Indian AI contestant named Zara Sharavari in the top 10 finalists. These winners were announced at an online awards ceremony.

Miss AI Kenza Leyli has over 193,000 Instagram followers. She is closely connected to Moroccan culture and content and aims to contribute to women’s empowerment in Morocco and the Middle East while in the influencer market.

Judges of “Miss AI”

Industry experts and AI influencers judged the AI models based on beauty, tech, and social clout. These contestants will be given a point-based score in each category, and each entrant will be given an overall score.

AI beauty pageants were also asked questions like traditional beauty pageants. One question was, “What would be your one dream to make the world a better place?”

Kenza Layli - the reel stars

In Kenza’s acceptance speech, she expressed gratitude for her win: “I am incredibly grateful for this opportunity to represent AI creators and to advocate passionately for the positive impact of Artificial Intelligence. Winning Miss AI motivates me even more to continue my work in advancing AI technology.”

Kenza also said, “AI is a tool designed to complement human capabilities, not replace them. By showcasing AI’s potential for innovation and positive impact, I aim to dispel fears and promote acceptance and collaboration between humans and AI. Through education and positive examples, we can foster a more informed and optimistic view of AI’s role in our society.”

The Miss AI beauty pageant celebrated tech advancements that enhance the potential perpetuation of unrealistic beauty standards.

Using AI on social media platforms warrants scrutiny and regulation. It is not as harmful as deepfakes, which impact one’s mental health, self-esteem, and societal image.

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Brown Beauty Creators Every Brown Girl Needs to Follow

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Brown Beauty Creators Every Brown Girl Needs to Follow - The Reelstars

Embrace your beauty with these inspiring beauty creators every brown girl should follow. In a world where fair skin tones previously dominated, these influencers celebrate and empower brown beauty, promoting self-acceptance and confidence in your own skin.

Top Brown Beauty Creators: 

Debasree Banerjee @debasreee

Instagram followers: 300K

Debasree Banerjee is a beauty influencer who is in love with graphic liners. Debasree is also a certified Vinyasa Yoga Teacher. 

This beauty and lifestyle blogger is based in Assam. Her videos ring around cosmetics, beauty, and lifestyle, answering all of your inquiries regarding skincare and covering all the “unspoken beauty” topics.

Debasree is also the founder of #debasree, a cosmetic brand with co-founder Nikita Nariani. This gender-neutral company offers clean beauty products that are vegan and cruelty-free. 

She was recently seen flaunting her babymoon reels:

Here is a makeup trend she demonstrates:

Arshia Moorjani @arshiamoorjani

Instagram followers: 475K

Arshia Moorjani is an Indian-American brown beauty influencer currently based in New York. Her content is focused on beauty products that work beautifully on brown skin tones. She also loves sharing content based on lifestyle, fashion, and motherhood. 

Arshia studied Fashion Merchandising at the Fashion Institute of Technology while working side by side in the fashion industry. Previously, she worked as a makeup artist at Sephora and MAC. Eventually, she dropped out of college but continued her career in fashion corporate before switching to Cosmopolitan India as an Editor.

During her journey at Cosmopolitan India, she wondered if there was a lack of South Asian content creators who focused on beauty, and she decided to fill that void. 

Here are some brown skin tone-friendly lipsticks:

Sathya Priya @sathyapriya_mua

Instagram followers: 63.6K

Sathya Priya is a brownie makeup artist who believes in enhancing herself the way she is. Be it anything and everything in the makeup and beauty industry, Sathya Priya loves it. She creates unfiltered, dusky makeup videos, which gives more confidence to the brown skin tone girlies. 

If you need a chic look with accurate finishing, Sathya Priya is one of the best MUAs to follow. She can help you look mind-blowing and Instagram-ready. 

Here is a makeup tutorial by her:

Susmitha @brown_girl_susmitha

Instagram followers: 161K

Susmitha is truly an inspiration for brown-skinned girls because she believes in adoring herself the way she is. She is based in Hanamkonda, Telengana. 

Suggesting the best makeup products for dusky skin tones and demonstrating all those products on her skin is what her content talks about. She creates terrific high-quality makeup tutorials with some fantastic products suiting your beautiful dusky skin.

Here are some brown lip oil swatches by her:

These brown beauty creators are here to motivate you and help you shine in your skin tone. Every brown girl must follow these renowned brown beauty creators.

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