Shelf Life 063: It’s a Trap: Virality In The Beauty Industry


I’ve always been fascinated by beauty culture. I grew up watching YouTube beauty gurus like they were my older cousins, learning about contouring before I even knew what bone structure was. Michelle Phan, Blair Fowler, and Jaclyn Hill were my go-tos, among many, many others. 

I spent more money than I’d like to admit on the CVS makeup aisle, practicing looks in my bedroom, and quietly washing them off before I left the house. Not because I wasn’t allowed to wear makeup, but because it intimidated me. If I’m being honest, it still does.



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