“I find that it’s really hard to buy make-up being a student,” said Kimberly Rude, a 23-year-old sociology student in her fourth year at the University of Calgary.
Make-up products have gotten much more expensive, even when they are purchased at the drugstore.
Rude said that Sephora is always her go-to for high-end make-up because it has everything she could ever need.
“I find it’s easier to compare different products at Sephora because there aren’t representatives for every brand like in department stores,” she said.
“I also think that certain items are worth the investment, but being a student most of the year, I don’t even have much time to apply make-up in the mornings.”
Rude says that she used to watch beauty related YouTube videos obsessively, but now finds that she is not as interested in them anymore.
“I used to watch videos because I was really into seeing make-up trends and discovering new brands.
“I find now that I listen to recommendations with a grain of salt because all of these influencers are getting sponsored by the same brands, and the reviews are becoming redundant.”
With the growing popularity of online applications such as Instagram and YouTube, popular influencers have been able to build a career based on advertisements from make-up brands.
Samantha Ravndahl is a 24-year-old Canadian online influencer from Vancouver, who has been making a living off make-up artistry since 2012.
“I only accept work from brands that I love and trust, because I have worked so hard to build my online presence, and want to maintain my reputation of always being honest with my content,” says Ravndahl.
“It’s stressful feeling like you don’t have time to properly (test) products before reviewing them to make sure you can get a video up in time.”
Ravndahl relates to the rapid growing beauty industry that has many different brands introducing new product launches every month.
“I want to ensure that my viewers aren’t spending their hard earned money purchasing something I say I like before I really know that I do in the long run.
“The obvious approach is to just take your time and do a better review, but everyday after a release, your views go down tenfold which can affect my income.”
Vicky Nguyen, a student studying at Mount Royal University, says she finds it difficult to afford the make-up products she loves.
“I work part time while in school and that barely covers necessities like food and transportation.”
“With things I want but don’t need, such as make-up, I try to purchase products that I know will last me a long time and that I will love.”
Nguyen says she still currently follows certain beauty bloggers and is influenced by their recommendations because they have an Asian background as well.
“Following influencers that have similar heritages helps me find make-up products that will usually match my skin tone and help define my eyes.”
Nguyen’s favourite part about the beauty industry is that it is universal.
“There is no limit to how much makeup you can wear, what you can buy, and I have made online friendships by finding other people who love makeup as much as I do.”