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I'm not an insider so my informations may not be totally accurate but I know a 'new' beauty youtuber/blogger and apparently, she sometimes receives products directly from the brand. In her posts, she's quite transparent and says she got the product from the brand for a test but well yes, I suppose a lot of sponsored posts are 'hidden' (just like with fashion bloggers).

It seems there's also some creative/marketing agencies which contact bloggers/youtubers and send them products from random brands. I suppose these agencies are hired by the brands to get the social media coverage without needing to create a whole new department. Or maybe because it's still quite 'controversial' to send products for this kind of 'advertisement'.

As I'm french and talking about french bloggers/youtubers, I think maybe it's not the same in the US or in any other countries. I know that hidden advertisement in France is legally prohibited so brands may need to be careful on how they manage this kind of stuff.

 

Just discovered chrissstttiiine by way of her Francoise Hardy inspired make up video on youtube.

She's super adorable, medium skin-toned Vietnamese (?), hipster beauty/fashion blogger. She comes across as well read and informed while still being fun, enthusiatic and approachable.

I find her adoration for Francoise, Chloe Sevingy a refreshing alternative to the obviously contoured and heavily drawn eyebrow IG beauty zombies emulating the likes of Kylie, Gigi.


Here's her Camille Rowe Inspired Makeup tutorial:

 

Love how outdated this thread title is. Thank you @ellastica for its resurgence.

My favorite that falls under the category of IG/YouTube makeup gurus is Alissa Ashley... first was introduced to her when she had under 100k subscribers and absolutely adore her professionalism and creativity (and, my goodness, she's SO beyond gorgeous).

 

thanks for sharing @Armani. Make-up indeed can be very therapeutic! He skin is stunning without the make-up though. and her foundation didn't really match her skin But as a women of color, I identify 100% with the skin-matching struggle. No company out there has nailed that often yellowy green, almost chartreuse golden undertone without the ashy cast.

I'm really digging this clean make-up artist Sammie Kolk on IG. She doesn't cake on the base, rather lets her freckles shine through. She plays around with beautiful bright, rich eye colors and lots of bold decidedly not chalky nude lips (she doesn't do the flat, muddy nude lip trend which I despise and looks good in).

 

Forgot to link. her IG handle is hullosam.