Influenced or Educated?
We have been so inundated with influencers that true experts have been cast aside. No longer.
Kevin James Bennet is right. If you do not know who Kevin is, he is worth following. An expert in makeup artistry, brand development and the cosmetic industry. His is a voice of knowledge and decades of experience. We are lucky to have him.
Kevin has been tracking the rise and fall of influencers since the pandemic. When we all hunkered down and discovered Tik Tok! Suddenly all of the beautiful and interesting people were calling us friend and showing us their new favorite cosmetic product. They were colorful and dang if their skin and makeup weren’t flawless!
We fell for it. Read Kevins latest article here.
Influencers Rise
We were influenced. And we spent so so much money on makeup and skincare. Because what else what there to do? But the issue is that those beautiful people were scamming us. They were not our friends, we were their prey. They were being paid to sell us whatever and we gobbled it up. They looked so perfect, so well made up because they faked it. From the filters and blur tools to the ring lights and gobs of makeup.
People with real knowledge, with decades of experience were pushed aside for the flashy influencer with the big following. Some of us struggled to find our place in the new social sphere. Some of us joined in. Others tried to play the game, build a following in hopes of creating an income stream. I don’t know many real artists who were able to compete with the influencer during the heyday. They all came to it too late. But maybe there is hope now.
On a Personal Note
During the pandemic, my wheel was featured in a video that went viral. The artist that posted it reached out to me and encouraged me to get on Tik Tok (I had never heard of it before that.) Over 3 years I built a following of over 200k by just doing what I do here. Talking about color theory, makeup application and things that urrked me. I sold a lot of wheels from my TT videos and I was grateful. TT helped me pay rent on my studio space and stay in business during a time when I could not work.
I never have thought of myself as an influencer. I’m an educator. But I do understand the rush and wave of going viral on social media. I never took a paid collaboration and was never sent much product. But hustle for exposure in the influencer world was too much. I became focused on building a following and trying to capture that wave, that growth. It was exhausting and depleting. Since leaving TT in 2025 I am so much happier, I feel healthier as well. Being an influencer is not for me.
Education is Back
The numbers do not lie. Consumers are more knowledgeable and aware of the influencer grift. They are wanting something more, something deeper. I also believe that many consumers are tired of buying and not seeing results.
I had a client come in recently with a large plastic bin filled with makeup she had purchased. 8-9 foundations, a box of concealers, colored powders and correctors, primers out the wazoo. She was so overwhelmed with all of that stuff. I asked her what worked and she pulled out 5-6 things. (Which inspired my blog post on the 4 things you need for complexion.) Out of all of that makeup, that she purchased in person at various Sephora’s and Ulta’s, 5 things worked.
So she came to me. An educator, someone who isn’t being paid to sell or say something. Someone with experience and knowledge. I told her to get rid of what did not work. Quality over quantity is huge.
We need more educators in the makeup sphere. This is why Kevin’s latest blog is such good news.
How to Find a Makeup Educator?
Well, this can be tricky because there are a lot of makeup artists on social media. Many of them are really great artists, but not great educators. It is hard to vet them sometimes.
Here is what to look for:
Do they have a range of experience? Most of the educators I know and respect have worked in all mediums: cosmetics, TV, film, runway, red carpet, bridal and with the consumer.
An artist who has only worked in one medium is not going to have the range of knowledge that a multi-medium artist will. Understanding cameras and lighting and the different products needed for different situations is key. Understanding how a makeup adjusts based on how it is seen or recorded is priceless. That knowledge is so important.
How much experience do they have? 10 years is the minimum to gain expertise. I stick by this completely. I have been doing makeup and teaching for 37 years. I have expereince in all mediums and also so much history to reference. I know what an 80’s look is because I was doing makeup then. I helped launch Bobbi Brown to the world, usher in goth makeup, saw the transition from SD to HD cameras and had to troubleshoot on set to adjust makeup to the new cameras. I see the subtle difference in a liquid eyeliner placement from decade to decade.
I’m not trying to brag. This is the experience we need in the industry. Not someone who repeats the same makeup from face to face, but the artist who understands reference, color, theory, placement and product. We have walking encyclopedias in this industry and need to honor them and tap into what they have learned.
I’m not talking about me. I’m talking about artists like Kevin James Bennet, James Vincent, Ve Neil, Lisa Eldridge, Erin Parsons. There are so many amazing artists with incredible resumes and a vat of knowledge. We just have to wade through the influencer glut to find them.
What do they teach? Are they selling you product or teaching you a technique? What are they offering? A 3-day “masterclass” where you get a bag of cheap makeup and a “certification”? This is a great way to find out who is in it for the money grab and who is in it for the purpose of education. Not that we all don’t need to and want to make money. We do. But I have seen “educators” doing these massive classes with hundreds of people who line up for a photo or pay extra for a VIP seat and goodie bag. These are not educators. They are influencers who “teach”.
Look for someone who does what you want to learn and does it well. Look for gimicky things like goodie bags, certificates or photo opportunities. They are usually a red flag. I cannot share how many students I work with who have attended masterclasses from popular influencers, thinking it was really a makeup class. They all walked away disappointed.
Demand More from Makeup Artists
If you are wanting someone to design and apply your makeup, choose someone who does work that you like. Look at their work, how long have they been working and where are they promoting themselves? Choose someone who jives with you, can do what you want and is easy to work with.
If you are looking for education, this is a different artist. Not all artists are good educators, just like not all influencers are makeup artists. Take time to look at their social presence, experience, how they speak about makeup and what they offer. You will be better served by taking the time to find someone who has more than influence.
In Conclusion
Was this a soap box post? Not sure, but it definitely felt like an important topic for the day.
I am grateful each and every day for the position I’m in, for this wonderful and long career I have had. It has not been an easy path, but it has been my path and I am proud that I’m still here.
If there is anything I can do for you, help you with, guide you to, please reach out.
Thank you and until next time.
Terri
