MAC Is The Makeup Brand Taking Over YouTube

16 February 2016, 10:33 | Updated: 17 July 2017, 12:14

We the Unicorns

By Charleyy Hodson

Is it too early to start your Christmas list?!

It will hopefully come as no great surprise to you that YouTubers and Beauty Guru's have the most synergistic relationship in the world. Before YouTube, the beauty elite consisted of celebrity MUA's who existed purely through word of mouth and editorial pieces in magazines. But now, thanks to YouTube and it's style vloggers, makeup brands such as MAC are becoming the true Internet celebrities.

In a study conducted by Vocativ, 25 of the most viewed YouTube makeup tutorials (excluding Halloween tutorials) were analysed to discover which beauty brands were mentioned the most. MAC, the clear winner, was mentioned "43 times across 12 different videos" in comparison to other drugstore brands such as Maybelline and Rimmel London.


The findings also revealed that "80% of the videos featured at least one instance in which the vlogger either mentioned or intentionally displayed the product for viewers". With product placement being somewhat of a sore issue in the last few years regarding YouTube and its creators, it's still an undeniable tool when it comes to promotion for both the brand and the vlogger.

A clear example of this is in Lauren Curtis' "Prom Makeup Tutorial", which has been seen nearly 8 million times. Over the course of seven minutes, Lauren shows "35 different products at a rate of five per minute" which, if you're being paid per placement, can equal massive bucks for beauty vloggers. Other 'Tubers such as Michelle Phan has since made a living by featuring Lacôme products in her videos, as she was then "hired to work as a spokesperson for the luxury cosmetics brand".

With vloggers preaching their adoration to multiple makeup brands to their hoards of dedicated viewers, it's certainly not surprising that they can gain major financial gains by singing up to profitable endorsement deals. And as one of the biggest beauty brands in the entire world, MAC has fuelled the YouTube revolution to help create one of the most desirable products in the industry.