CULTURE
The Death of Beauty Blogs
By: Arieza Maglalang Edited By: Ava Pettigrew
Tavi Gevinson. Bryanboy. The OG Fashion influencers. In the 2010s, the public’s curiosity for tabloids was surpassed by their trust in beauty blogs. Ranging from topics such as the latest trends and upcoming forecasts, beauty blogs were the fashion bibles. Even video bloggers such as Bethany Mota and Zoella had the same type of engagement with their content. With the other forms of social media platforms increasing in popularity, beauty blogs seem to be a form of media that did not survive the platform competition, and they don’t appear to be making a comeback any time soon.
Tavi Gevinson was the face of the fashion and beauty media during the 2010s when her fashion blog, “Style Rookie,” brought her to the attention of respected fashion names such as Anna Wintour and Karl Lagerfeld at age 13. Style Rookie mainly focused on outfit lookbooks that at the time were considered experimental. Her style pushed the “Twee” aesthetic, which could be described as eclectic with pops of colors and patterns. Sharing these looks propelled other teenage girls to explore and build their style. Her influence in this realm earned her seats at luxury fashion shows that only cemented her as a 2010s icon.
Among her closest confidants and contributors to Style Rookie was Petra Collins. Collins’s name may sound familiar, as she is a hidden force between all things Hollywood and mainstream media fashion. Her brand, “I’m Sorry,” has served as the creative director for shoots, with big pop culture names including Charli XCX and Skims, and celebrities such as Euphoria’s Alexa Demie. It’s clear that Collins’s fashion input speaks to the masses. So where has her voice gone?
In a new sphere of media, where content is coming primarily from TikTok, are these fashion influencers really influencing how style is dictated, or is it just content curation? Bryanboy was a prime example of the distinction between these two goals. Bryan Grey Yambao, better known to the media as Bryanboy, is a Filipino beauty blogger. He became well-known after giving his input on a Marc Jacobs collection that caught the designer's eye. Yambao’s deference to Marc Jacobs granted Bryanboy the “BB” bag (named after Yambao’s brand) and earned him a spot on fashion week’s most elite shows. Yambao also appeared in Tyra Banks’s hit show “America’s Next Top Model” as the Fashion Correspondent, bringing his fashion critiques to the attention of aspiring models.
During the 2010s, beauty-inspired gurus were on the rise in their sphere. Take Zoella and Bethany Mota, for example, as two of the most well-known beauty content creators who overtook the social media fashion scene. Their content relied on makeup and fashion, targeting the same audience. With the original “Get Ready With Me” and lookbooks in a more accessible manner, many teens resonated with the content and took notes. Though it wasn't in the same sphere as Gevinson and Bryanboy, these content creators still contributed to the trajectory of teens’ fashion and personal style.
Today, popular fashion and beauty media brands might be more recognizable, but are less impactful and influential. The excessive amounts of content tends to dilute brands’ messages, resulting in scattered or unclear brand identities. These early influences shaped the way fashion and beauty content is curated. While personal style is still celebrated by brands and creators, the decline in beauty blogs can be attributed to less cohesion in the fashion and beauty industry.
