The makeup world of today is very different than even the makeup world of ten years ago. While makeup has been around for most of history, the market and industry of it has recently gone through a giant change, thanks to social media. Makeup brands not only have social media pages that are full of perfected influencer looks, the huge industry that is beauty oriented YouTube channels and videos is now even more marketable and mainstream than it was in previous years. Beauty gurus rack up not only millions of views on their channels, but millions of dollars’ worth of products and sponsorships as well. In a world where the makeup industry is more mainstream and dynamic than ever, it’s unsurprising that the relationship women have with the products are also more dynamic and changing as well.
Everyone now has an opinion of women’s use of makeup. Feminist sites are quick to call makeup a benefit of the “patriarchy” that is only used for men’s opinion and sake in mind. On the complete other side of the spectrum, many men on social media are quick to call out women for putting out “false advertisement” for their use of wearing makeup because of how different women can look when the products are taken off. Apparently no one ever informed these men that women’s eyelids aren’t naturally a shimmery gold or our lips naturally bright red. Women judge other women snidely on social media, posting about how they don’t wear makeup because unlike others they aren’t “insecure” and “fake.”