For its 2023 Magnificence Subject, The Hollywood Reporter requested each artist on its 2023 Glam Squads listing what their most well-liked social media community is to advertise their work — and practically each individual named Instagram as their No. 1 platform, adopted by TikTok. “Instagram serves as my portfolio,” says groomer Amy Komorowski. Provides make-up artist Jenna Nicole, “Instagram is probably the most genuine manner for me to share my work and join with purchasers, manufacturers and a group of individuals which are desirous about make-up.”
It’s additionally merely a large relating to numbers, as greater than 2 billion lively customers a month share round 2 billion reels every day by way of DMs. (The platform’s mum or dad firm Meta can also be a sponsor of THR’s Oct. 25 Magnificence Dinner honoring the highest glam squads in Hollywood.)
Eva Chen — vp trend partnerships at Meta, who is also a former magnificence editor and has 2.5 million Instagram followers of her personal — says that magnificence content material pops on the platform for quite a lot of causes. Typically, it’s behind-the-scenes movies and pictures documenting the creation of superstar appears that go viral, moments that “have the authenticity that customers actually crave,” she says. Some moments are so huge, “they change into immersive cultural experiences the place you’re actually taking part within the development,” says Chen, noting summer time 2023’s “Barbie pandemonium.”
Different huge magnificence moments in 2023 on IG included Doja Cat’s pink crystals look in Paris in January, Jennifer Coolidge’s advert for e.l.f. Cosmetics, Beyoncé’s live performance appears, Taylor Swift’s pink lip, Kim Kardashian’s Met Gala hair and Pamela Anderson’s no-makeup take a look at Paris Style Week in September. “Sofia Richie’s marriage ceremony make-up routine was immensely well-liked. Hailey Bieber does a tremendous job documenting her day whether or not it’s by way of nails or the lip product she’s utilizing [from her brand Rhode],” continues Chen. “It’s so inspiring to see creators who’re leveraging this actually natural, joyful dialog of what they’re doing when it comes to glam.” The platform runs best-practices periods tailor-made to glam squads.
Chen, who notes that magnificence can also be well-liked due to its accessible value factors in contrast with high-end trend, provides, “One of the crucial superb issues that I hear is that it permits them to grasp skilled paths they didn’t know existed, to grasp what it takes to make it within the trade.”
A model of this story first appeared within the Oct. 25 concern of The Hollywood Reporter journal. Click on right here to subscribe.