beauty, Makeup

Over the past few years the makeup industry has seen a dramatic growth in popularity. However, the large number of products now available to us is not the only thing that has grown, as the audience of which the products appeal to has also grown. Recently, the target market of the makeup industry has evidently vastly expanded, to a point where in fact there may no longer be a specific audience that makeup brands are aimed at. Popular and well-known names in the industry e.g. such as Mac, NYX and Maybelline are now using male makeup artists as their brand/campaign promoters, with many other brands such as Spectrum planning to do the same. So, with the great increase of male beauty gurus on YouTube, Instagram & now, in beauty campaigns, in addition to transgender stars, has the makeup industry truly been transformed? Are there now ‘new faces’ of beauty? I have researched both luxury and drug-store makeup brands to find out.

The first makeup campaign I looked at was Jeffree Star Cosmetics’ Christmas collection, which features the creator of the brand, Jeffree Star himself, as well as his friend & fellow YouTuber Nikita Dragun, who is a transgender woman. The former singer Jeffree Star has seen his brand boom over the past year and a half, particularly his Velour Liquid Lipsticks, which arguably started off one of the biggest makeup trends of 2016. In addition to his makeup collections popularity, he also has a YouTube following of over 3.5 million, highlighting what an influential role he has in the growing beauty community. His channel consists of makeup tutorials, reviews and ‘get ready with me’ videos, which also feature some of his friends that are also in the industry, such as MannyMUA, another male beauty guru, and Nikita Dragun. Nikita is very open on her Youtube channel about her transitional journey, sharing her own personal experiences throughout the process, including her operations etc. Assessing the images (below), the fact that Jeffree, Nikita and a male model are featured within the campaign suggests a new ideal that makeup is truly for anyone. Jeffree, through promotion of himself, his products, and his friends, has now developed a brand that caters for everyone, and that makeup has no gender. It is also clear, from his vast social media following, that millions of makeup enthusiasts agree with him. Related image

Maybelline, a world-wide popular drugstore brand, has also recently brought out a new campaign advertising their latest mascara, which features male beauty guru ‘MannyMUA’. Manny is another YouTube phenomenon, who has built up his subscribers to an impressive 2.2 million and growing. His feature highlights that drugstore brands are also willing to take risks in relation to promotion of their products by using non-traditional ambassadors such as male makeup artists. Additionally, NYX, another drugstore brand has also featured a male promotor; makeup guru Patrick Star within their campaigns that can be seen in their stores/branches. This consequently reinforces that men may be the new faces of beauty.Image result for manny mua maybelline

But, are there any campaigns using non-makeup artist males? I searched for a beauty advertisement that used more traditional non-famous male models for the promotion of makeup, and although they certainly seem less popular amongst makeup brands, I did find one from Anastasia Beverly Hills. This add features a male model with simplistic makeup, used mainly for cover up (e.g. foundation and concealer) rather than the intense makeup looks that can be seen in the previous campaigns. However, this add does prove that the makeup industry has expanded even more than first thought; to not only male makeup professionals, but also the average man in society too. Thus, this shows that as an industry, that includes both luxury and drugstore brands, makeup is constantly pushing boundaries and subverting stereotypes.Image result for anastasia beverly hills men

So, can it be concluded that men are indeed the new faces of beauty? I’ll leave that decision up to you. But, it is clear that there has been a clear shift in acceptance, as well as a shunning of stereotypes in the makeup industry that has been a long time coming. I can’t wait to see what one of the world’s fasting growing industries has to offer us next.

Let me know your opinion in the comments!

Thanks for reading,

Chloe x




Everyday makeup.


Welcome back to my blog! I hope everyone is having a great weekend! Today, I thought I would share with you my ‘go-to’ makeup look that I opt for on a daily basis. It is simple and quick to achieve, which is great for days where I am running late, but still want to look put together (basically everyday!). All product details will be listed below along with some pictures of this natural and glowing look! So, if you want to find out more, then please keep on reading!




Face: For the face I wanted to keep it as simple as possible, whilst still having some coverage, colour and of course, a glow.

  • LA Girl Pro Conceal – shade Green.
  • Collection Lasting Perfection Concealer – shade 1.
  • Rimmel London Stay Matte Powder – shade Transparent.
  • Kat Von D Shade and Light Palette – shades Subconscious and Shadowplay.
  • Bourjois Paris Bronzing Powder – shade 51.
  • Benefit Rockateur Blusher.
  • Mac Extra Dimension Skin Finish – shade Double Gleam.

Eyes: For the eyes I opted for a shimmery but natural look that would match perfectly with the dewiness of the skin, with minimal use of shadows in order to save time. I also attempted to make the brows look more natural rather than structured. I did this by using feathery strokes rather than sharp/ harsh ones, as well as making them thicker & lighter.  I love the way they turned out!

  • Anastasia Beverly Hills Dipbrow Pomade – shade Ash Brown.
  • Freedom Pro Conceal & Correct Palette – lightest shade for under the brows.
  • Mac Paint Pot – shade Soft Ochre.
  • Zoeva Cocoa Blend Palette – shade Bitter Start and Substitute for Love.
  • Loreal Paris individual eyeshadow – shade Wild Gold.
  • Benefit Roller Lash Mascara.
  • Maybelline Brow Drama – shade Medium Brown.
  • Mac Extra Dimension Skin Finish – Double Gleam ( for the inner eye corners).

Lips: For ease I chose to apply some of my Rosy Lips Vaseline; it provides a subtle hint of colour, whilst also moisturising the lips! Not to mention it can be easily reapplied throughout the day.

To finish, as always, I used a few sprays of my Urban Decay All Nighter Setting Spray, to make sure that my makeup stays on throughout the whole day!

So, that completes my natural everyday makeup look! I hope you enjoyed this beauty themed post! More to come soon.

Thanks for reading,

Chloe x





Welcome back to my blog! I hope everyone has been doing well! Long time no post… recently I have been feeling a little uninspired and unmotivated, a feeling I hope some of you might be able to relate to. Nonetheless, in a bid to shake this unwanted feeling off, I am back today with a very belated ‘favourite product’ post for the month of February. So, if you would like to find out what item of makeup I have chosen this time, then please keep on reading!

Throughout the month of February there was one product in particular that I constantly reached for, and so it only made sense to choose it… my Jeffree Star Velour Liquid Lipstick in the shade ‘Leo’. Whether it was in the day or at night, this liquid lip was my go to.

I love the colour; I would describe it as… well the word ‘rust’ springs to mind, although that doesn’t make it sound very appealing! The product description on the brand’s website describes it as a ‘ true matte honey brown’, in case my efforts didn’t do the colour justice 😉 But I have also left some pictures of the product at the end of post as always, so you can see what the colour looks like both on the lips and a swatch on the hand for comparison. The colour matches so many eye looks, my personal favourite to wear it with is a dark red/ orange eye, which I use my Anastasia Beverly Hills Modern Renaissance palette to achieve, as I think the colours compliment each other very well. Moreover,  believe it is a great ‘in-between’ shade that everyone can wear; it is still in the nude colour spectrum, so is wearable for day-to-day ( like I wore in the picture, with minimal eye makeup), but because of the darkness of the shade, it can be worn with a more dramatic look, perfect for nights out, and also it isn’t too dark for those who might not be confident enough to rock a statement lip!

The product itself, like all others in the range, lasts a long time, which is why I feel I can wear it out to dinner or drinks and not worry about it smudging or coming off… you can’t say that about many dark lipstick shades! The ‘matteness’ of the product is definitely another bonus, as well as the fact that it dries down from wet to matte very quickly, good for applying makeup in a hurry or on the go!

Overall, I just love ( guessed I love it by now, huh?) the versatility of this liquid lip, and I really am surprised that this shade doesn’t get more recognition! I know I am going to continue wearing throughout the next months; definitely a product that can worn all year round no matter the season! IMG_6457

I hope you enjoyed this short post, and I am looking forward to sharing my March edition with you soon.

Thank you for reading,

Chloe x