For the past two years, the online Beauty Community has been rocked with wave after wave of new scandals. Racism, petty feuds, scams, and now, sexual predators have torn the community apart, and given it a bad reputation, bringing the community so far from the grace it used to hold. How did this happen? There’s several reasons.
1. Petty Feuds
The Beauty Community has become notorious as-of-late for nasty, and public fights. Beauty gurus will one day decide to air their dirty laundry through passive aggressive, or even outright accusations, against the person they are having problems with on social media, leading to huge dramas and nasty splits. Of the top 11 scandals that happened in the beauty community in 2018, 7 of them were feuds between each other and with makeup brands.
It’s not difficult to tell why these fights suddenly break out on social media. The beauty gurus, in making these posts, are attempting to bring both their fans and other people to their side, against the person they are fighting against. They are attempting to create a mob mentality to worsen the reputation of the person they’re fighting with, possible even ruining their reputation. It just adds to the pettiness.
2. Overload of Sponsored Content
Sponsored content has become a new norm on social media (particularly Youtube following the 2017 “Ad-Pocalypse”), and is often seen in many videos both by big-name Youtubers and small ones. You’ll often find at the mention of a sponsor at the start/end of a video, or even find the video center around the products that the sponsor is trying to promote. The latter has become a problem in the Beauty Community.
Makeup companies and beauty brands have flooded the Beauty Community, asking the gurus to make videos on their products. The amount of sponsored videos has become overwhelming to many viewers, who now complain that most of what the beauty gurus are producing is “unoriginal” and lacks creativity. People have become tired of finding another beauty video just being about a sponsor.
3. Racism and Apology Avoidance
Last year, beauty guru Laura Lee was exposed for having made extremely racist tweets, after she tried calling out Jefree Star for his racist past. The sudden revelation created shock waves throughout both the beauty community and social media, and quickly became one of the top Youtube scandals of 2018.
Lee’s apology video for her racist tweets was short and over-dramatic, drawing even more criticism, and hatred against her. She was not the only beauty guru to have been exposed during the whole ordeal, as others like Nikita Dragon, Manny Mua, James Charles, and others were also exposed for their racist tweets, though they quietly slipped under the rug.
The racism that has become evident in the beauty community has been excused many times by fans wanting to protect their favorite, although this only adds to the resentment against the beauty community. The defense only encourages the gurus to make fake apologies and move on with their lives, especially since their career only seems to get temporarily hurt by it.