The makeup artist and influential YouTuber Lisa Eldridge may have cracked the code.
Years ago, Lisa Eldridge, a makeup artist in London best known for working with models and celebrities, woke up the morning after a fashion industry party looking, let’s say, less than Picture Day ready. unique lipstick packaging
Instead of sliding back under the covers, she decided to do something she had been considering for some time: She filmed herself applying makeup over her blotches and blemishes, giving pointers along the way, and posted the footage on YouTube, then in its early days as a hub of beauty-focused content.
Her idea, she said, was that the best day to show people makeup tips and tricks was the day you had a tired-looking face. “I do have splotchy redness, my face does feel really tight and dry and oily at the same time — I’ve got weird skin — and my eyes look tired,” she said, sitting on a pink velvet, lip-shaped sofa in her northwest London office, appearing dewy and splotch-free.
Ms. Eldridge started posting tutorials on YouTube regularly, gradually amassing more than two million subscribers. She was excited by the new medium — “I could actually show people how to do makeup in a way I’d never been able to before,” she said — but initially she kept her online profile something of a secret.
“I didn’t tell anyone in fashion because I thought they’d look down on me.” she said. “I thought publicists would say: ‘She’s on YouTube now. We’re not going to book her.’”
Ms. Eldridge doesn’t seem to have lost any assignments — these days she posts on TikTok and Instagram, along with YouTube — and now she has an additional job: cosmetics entrepreneur. In 2019, she founded a makeup brand, Lisa Eldridge Beauty.
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