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As of 2017, beauty and lifestyle content on Youtube is estimated to have generated more than 88 billion views. For many, the online beauty community is able to provide the diversity and acceptance that mainstream media doesn’t. People of colour are grossly underrepresented in mainstream fashion and beauty media, and makeup is still marketed almost exclusively to women worldwide. Online, people of colour and male make-up artists have begun to chip away the notion that beauty and makeup are for white women only. Three of Forbes’ top 10 beauty influencers of 2017 were men, while four were people of colour. With their reach and massive followings, many online beauty and lifestyle creators have been able to launch independent brands or lines with existing and accepting brands that create makeup for a more diverse range of skin tones and people, while celebrities like Padma Lakshmi and Rihanna too have launched inclusive makeup lines.
That being said, given the sheer number of creators and make-up tutorials online, it can often be incredibly difficult to find a creator or tutorial that suits you. Any makeup fanatic knows the pain of trying to follow a makeup tutorial that just doesn’t work for your skin tone, is full of products you can’t afford or find, or is simply difficult to follow. Despite the diversity of Youtubers and beauty gurus, Indian and Indian-origin creators still have a hard time gaining popularity, and in India itself, the Youtube scene is largely dominated by comedians and sketch artists. However, sift through Youtube hard enough and you can find whatever your heart desires, and we have done exactly that to find five Indian and Indian-origin beauty gurus and makeup artists that cater specifically to brown skin and an Indian audience.
I. Deepica Mutyala
Deepica Mutyala is an Indian-origin make-up artist and YouTuber from Los Angeles. She started her Youtube channel in 2011 and since then has amassed nearly 200,000 subscribers. Her tutorial on covering under-eye circles using red lipstick as a color corrector went viral in 2015, and has over 9 million views! Mutyala posts regular makeup and hair tutorials, along with vlogs and other lifestyle content. Aside from being a makeup artist, Mutyala is an advocate for inclusivity and diversity in the beauty industry and started her company ‘TINTED’ 一 an online website and community that empowers people of colour and underrepresented skin tones 一 early last year.
While her channel isn’t intended specifically for Indians, she makes it a point to create content directed towards people of colour, and has done tutorials for Indian festival and wedding looks. Given her background as a professional makeup artist with L’Oreal, Mutyala’s tutorials are incredibly well-informed while still simple enough that they could be recreated by complete beginner. Whether you’re looking to get started with makeup or have been doing it for years, Mutyala’s funny and gorgeous tutorials have something for you.
II. Elton J Fernandez
Elton J Fernandez is a professional Indian makeup artist and winner of Vogue India’s ‘Best In Beauty’ award in 2016. Though he started out working at Google, Fernandez quit to become a make-up artist and started his Youtube channel in 2013. Since then, his channel has gained 81,000 subscribers while Fernandez has gone on to become one of the most sought-after make-up artists in Bollywood, working with actresses like Alia Bhatt, Aditi Rao Hydari, and Radhika Apte. You can find a range of looks and tutorials on Fernandez’s Youtube and Instagram, from basic contouring tutorials to intense goth-inspired makeup to hair and makeup tutorials for men.
A champion of androgyny, Fernandez’s eclectic looks are easily adaptable for people of any gender. Aside from regular tutorials, you can also find videos on makeup brushes and makeup kits for beginners, as well as behind the scenes looks at his work with actresses and models for fashion magazines and brands. If you’ve ever wanted to learn makeup from a professional, Fernandez’s channel is the place to go.
III. AnchalMUA
Anchal is an Indian-origin beauty guru and lifestyle vlogger from London and a brand ambassador for Beauty Bay cosmetics. Starting on Youtube in 2012, Anchal has been posting makeup and hair tutorials, product recommendations, and vlogs twice a week, and has over 130,000 subscribers. While most of her videos are tutorials for regular and everyday makeup, Anchal is also trained in special effects and has posted tutorials for gory SFX looks like this fantastic dead Indian bride tutorial!
Along with a number of looks inspired by Bollywood actresses and tutorials for Indian festival and wedding looks, she has done a series of product recommendations specifically for people with Indian skin tones. Enthusiastic and bubbly, Anchal’s tutorials are fun to watch and her gorgeous looks are easy to replicate. Getting ready for a Diwali party and realised you don’t know what to do with your makeup? Just looking for some inspiration? AnchalMUA’s channel is the place to go.
You can find her on Youtube and Instagram.
IV. Yohan Lohia
Yohan Lohia is an emerging makeup artist and lifestyle vlogger from India. He started his channel in September 2016 and has built a fanbase of 1600 subscribers since. Still building his Youtube career, Lohia is definitely a beauty guru to watch out for. The 18-year-old posts twice a week, and posts tutorials alongside “get ready with me” style videos demonstrating his different makeup looks.
A self-taught make-up artist, Lohia’s tutorials are funny and accessible, and will be a good fit for people of any gender. Lohia also posts product reviews and uses easily available and affordable Indian makeup and cosmetic products, making his tutorials a must-watch for those who find the high-street brands most makeup artists recommend too expensive.
V. TheDesertRoseJournals
TheDesertRoseJournals is a budding Youtuber and makeup artist from India. She started her Youtube channel in 2015 and since then has posted tutorials and vlogs regularly, building a fanbase of 4700 subscribers. The Malayali amateur makeup artist is strongly committed to using cruelty-free products and has posted a number of videos recommended cruelty-free products and makeup brands available in India. A Hijabi Muslim, her channel also features Hijab tutorials alongside makeup tutorials and skin-care instructionals. Her looks are easy to do and look beautiful, and she does both natural everyday looks alongside more complex ones.
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