It is hard to imagine the beauty community without YouTube, but I did not fall down the YouTube Beauty rabbit hole until my senior year of college. Before YouTube, I found out about new products by perusing the aisles of Sephora, Ulta, Target, and CVS, purchasing the items that seemed to call to me.
Since becoming a part of the beauty community on YouTube, the platform has negatively impacted my shopping behaviors by influencing a large bulk of my purchases. Some of these purchases have been great finds, while others sit in my collection largely untouched. If you’re interested in seeing some of the items that YouTube Made Me Buy, then please keep scrolling.
Maybelline – Age Rewind Concealer
For a long period of time concealer was nonexistent in my makeup collection despite the bad acne I had as an adolescent. By the time I started wearing concealer, I was almost exclusively shopping at Sephora and my main concern was reducing the appearance of dark under-eye circles. For years, my go-to concealer was from CoverFX, but I kept hearing my favorite Beauty Gurus on YouTube speaking highly of the Maybelline Age Rewind Concealer. Most notably, Tati Westbrook, my favorite Beauty Guru at the time.
Eventually, I went to my local CVS and picked up one of the Age Rewind concealers and was not disappointed. I frequently repurchase this item since it has become my go-to concealer. The formula is lightweight, blends easily, and does not settle into fine lines. This concealer provides medium coverage and applies easily with a sponge or brush under my eyes. In addition to hiding my under-eye bags, this is great for brightening other points of the face such as the bridge of the nose, the center of the forehead, the chin, and cupid’s bow.
The biggest flaw in this product is the sponge tip applicator. When first opening this concealer, my preferred method of application is the sponge that comes with the product. However, eventually, I am forced to remove the sponge due to the bacteria and grime that accumulates. Also, while I’ve been able to find shades that work for me, I am disappointed in the extremely limited shade range.
The next time I pick up this concealer, I may try one of the three new shades since one of the newer shades looks as though it might be a better fit for me. Alternatively, I may pick up the brightening concealer.
Physicians Formula – Butter Bronzer
For a hot minute, the Butter Bronzer was everywhere (and to be honest, it is still everywhere on YouTube). At the time this bronzer was still making its rounds across the larger influencers’ channels, I stumbled across a Kathleen Lights video where she spoke so highly of this bronzer. Unlike Tati, Kathleen Lights is not one of my go-to beauty gurus, but I occasionally watched some of her content. For whatever reason, when she spoke about this bronzer, I finally felt compelled to try it.
Like the Maybelline Age Rewind, this is another product that is now a staple in my collection. The formula is light and warm, without having too orange of an undertone. I am able to use this year round. Since releasing the original formula, Physicians Formula has released three other shade variations.
The smell of this product is very overpowering and buttery. At first, the smell deterred me from using the bronzer, but after half a year of heavy use, the bronzer’s smell is not quite as overpowering. Additionally, for a drugstore product, the butter bronzer is quite expensive, ranging from $13-17 USD. If anyone out there wants to try this bronzer but finds that the price point is too high, try purchasing this during a sale. Retailers such as CVS frequently offer beauty coupons and promotions ranging anywhere from 20-40%
Juvia’s Place – Nubian Platte
Juvia’s Place exploded on YouTube in 2016 due to the brand’s low price point and highly pigmented products. At the time, I heard countless gurus talking about this brand, demonstrating the worth of each eye palette available. Even though many gurus spoke more highly of the Nubian II and the Masquerade Palette, I purchased the original Nubian Palette.
Even though I no longer watch NikkiTutorials, she played a role in influencing this purchase. Ultimately, another smaller creator’s demonstration and review helped me to make up my mind to purchase this palette, but I used one of Nikki’s discount codes. That being said, I have YET to even open this product… It has sat in my collection for close to 2 years (unused/unopened). In part, I have been neglecting most of my palettes as I’ve been trying to work on finishing my Master by Mario palette, but I would like to start using this palette soon since the warm neutral hues will be great for summer.
Anastasia Beverly Hills (ABH) – Dip Brow Pomade
Anastasia Beverly Hills’ Dip Brow Pomade was the hottest brow product for a long time on YouTube. I’ve heard everyone from NikkiTutorials to Jessica Braun speak favorably about this product over the years. Eventually, after hearing so many individuals rave about this product, I purchased it, but I rarely reach for it.
In general, I find pomades difficult to work with on a daily basis. Pomades take more time and effort to apply and can easily look too harsh. In general, I tend to prefer a traditional eyebrow pencil. I do regret purchasing this product.
ABH – Liquid Lipsticks
Anastasia Beverly Hills was one of the first brands to capitalize on the Liquid Lippie trend that took the beauty community by storm in 2015 and 2016. Pure Hollywood was being raved about by everyone on YouTube. Needless to say, I purchased Pure Hollywood, as well as several other shades that were released a few years later.
I like the ABH formulation, but as a whole, I don’t typically reach for liquid lipsticks. I’ve always preferred lipsticks with a cream or satin finish. However, I do still love the Pure Hollywood color.
ABH – Master By Mario Palette
Believe it or not, I actually had bought the Modern Renaissance before it blew up online and was out of stock everywhere. I never saw a single review about that palette prior to purchasing it on a whim on Sephora’s website one day. However, I seemed unable to escape the Master by Mario frenzy that was sweeping across YouTube.
At the time the Master by Mario palette came out, I could not have cared any less because I was just beginning to recognize my problem with buying makeup. Not only I was actively avoiding product reviews, but I thought the Master by Mario Palette was unappealing. Rather than watching reviews, I found myself gravitating towards decluttering videos.
Eventually, I stumbled upon Mariah Leonard’s video reviewing the Master by Mario palette and suddenly, I had to have this product. By the time I finally watched this review, the palette was sold out almost everywhere, except for Macy’s.
I purchased this palette and it is one of my all-time favorite eye shadow palettes due to the versatile selection of neutrals that can be worn for easy, everyday makeup looks or amped up to full glam. However, I find that two of the darker colors in this palette patchy and hard to blend – Claudia & Bronx.
In general, the ABH eyeshadow formula is super soft and powdery. The shadows produce a lot of kickback and can cause fallout, but are easy to blend. Some fans of ABH did not enjoy this palette because of the softness, but I don’t find this to be a drawback.
bareMinerals – Liquid Lipsticks
Although the entered the game late, the bareMinerals GEN NUDE liquid lipsticks and lip glosses took the beauty community by storm. The brand did a massive PR release on YouTube and most YouTubers raved about the brand’s shades and formulation.
I like the bareMinerals GEN NUDE liquid lipsticks, but I don’t necessarily reach for these products. Unlike brands like ABH or Kat Von D, this formula is super creamy and does not dry out the lips. However, this formula takes forever to dry down. One could make the argument that this product never fully dries down. Apply this well before eating or drinking, otherwise, it will wear off completely.
Other products I purchased based off YouTube reviews but have decluttered:
- Jouer – Essential Matte & Shimmer Eyeshadow Palette
- Kat Von D – Everlasting Liquid Lipstick in Lolita II
- Kat Von D – Shade & Light Contour Palette
- Kat Von D – Serpentina Eyeshadow Palette
- Maybelline – Color Tattoo in Bold Gold
- Too Faced – Peach Palette (original *limited edition* release)
- Too Faced – Baked Luminous Glow Bronzer – Sweet Tea (Limited Edition)
- The Balm – Meet Matt(e) Nude Eyeshadow Palette
- Wet & Wild – Comfort Zone
As you can tell, the majority if these decluttered products are palettes or eyeshadows that somehow I felt I needed to have in my collection.
I am still on a minimalism journey, but find that this type of retrospective look at my buying habits and purchase influencers is helpful to become a smarter consumer. Nonetheless, I recognize that I am 100% accountable for my actions, but acknowledge that YouTube played a part in influencing my purchase decisions.
How has YouTube or social media influenced your purchase behaviors? Are there any great products that you discovered through digital media?