It’s not easy to avoid conflict in the YouTube beauty world. We took a look inside the community that gave us Jeffree Star, and James Charles and Tati Wesbrook’s feud 💄
And while it may appear glamorous to viewers, the journey to success is not easy. “It’s a 24-hour job. There’s no sleeping, no days off,” Cohl said, and this pressure is exacerbated when drama erupts online, noting that “you can definitely feel it.” Kristi agrees, calling these scandals “uncomfortable” for those who make their living on YouTube. “There’s just this sick-to-your-stomach feeling,” she explained. “It’s almost like if something bad were to happen at your workplace.
That's why many beauty influencers feel the public image of the YouTube beauty community isn’t 100 percent accurate. “[It] is really being painted as something that I feel like it’s not,” Kristi said, explaining that the drama often has nothing to do with makeup and everything to do with “personal relationships, friendships, egos, numbers, and subscribers.” Still, the negative attention makes her fear for the future of the space as a whole.
But Cohl isn't so concerned. After all, as long as consumers have access to products, there will be a community. “Beauty will never go out of trend,” he said, sharing that even his grandma watches Jaclyn Hill. “This is not a fidget spinner. This is people’s everyday lives.
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