Gone are the days when it took a film star on a billboard or on TV to grow awareness of a makeup brand. Daily use of social media as a forum to educate and share has created a new wave of makeup artist celebrities. Their reach and credibility amongst Millennial and Gen-Z consumers has allowed independent brands such as Huda Beauty and Glossier, as well as major-owned brands like Maybelline, to grow exponentially on a far more cost effective basis. 

For smaller, younger brands there is a growing network of credible yet more accessible makeup artists with a significant social media following able to drive engagement towards their brand and achieve growth rates previously unattainable when reliant on the shelves of Boots, Superdrug and the grocers. It's an exciting time and one where brands able to create genuine excitement and engagement with consumers on social media can become very attractive very quickly.