The year is 2019 and the power of persuasion is epitomised in a 10-minute video titled Get Ready with Me. The space is illuminated with a single ring light, a discernible halo reflecting upon the irises of the figure behind the camera. Each movement is a choreographed dance; a multitude of gestures designed to showcase the buzziest new entry within the beauty space. Fingers kneading and caressing silky textures into skin. A precise plunge of a brush within a powder pan. The pointed edge of a beauty sponge tapping delicately onto the face. It is a language all its own; a dialect familiar only to aficionados and savants with a keen interest in niche categories ranging from luxury skincare to clean fragrances. Welcome to the hallowed space that is beauty YouTube; a world that belongs to a new breed: beauty influencers.
As with all things that undergo the passage of time, however, it is safe to say that we face a different reality now. Once characterised by its glamour, vivacity and maximalism, the art of beauty influencing has now taken a markedly different turn. Tutorials have been condensed from 30-minute instructional disquisitions to snappy TikTok clips set to the beat of the latest viral track. Make-up challenges and collaborations have gained a satirical edge, with a focus on comedy and controversy over technique. Beauty influencers in the vein of Bretman Rock and Jackie Aina have expanded into other ventures, touting aspirational lifestyle content centred around their personal branding rather than grooming. We have arrived in a whole new world: one where the impact—and effectiveness—of a beauty influencer is called into question.
It certainly begs the question: what does this spell for the industry? Perhaps the answer lies in the revival and resurgence of old icons, as seen with Michelle Phan’s return to YouTube. Or maybe, the solution lies in the ascension of a new type of trendsetter. A personality who is averse to the chameleonic nature of fads and bandwagons typically advocated within the sphere. Someone who proves to be directional and unambiguous about their likes, dislikes and philosophy. An individual who possesses a certain je ne sais quoi, a magnetic charm and hunger for innovation that is reflected in their portfolio.
With said parameters in place, Vogue Singapore scoured Asia and located five beauty influencers within the field who fit the bill. This motley crew of artists, musicians, entertainers and the like share their personal skincare, make-up, hair and wellness-related predictions for the year and beyond; a crib sheet, if you will, for staying ahead of the beauty curve this year.
Diipa Büller-Khosla, content creator and founder of Ayurvedic skincare label, Indē Wild
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An underrated beauty practice you wish more people knew about.
Heating up your oil before a Champi. It is essentially an Ayurvedic head massage that hones in on your chakras located in the head, face and shoulders. I recommend heating up the oil as it allows for deeper penetration and helps seal in moisture. For a true Indian Champi, you really can’t skip this step.
The wellness trend you can’t wait to see more of.
It’s not a trend per se, but I believe that we will be seeing a larger emphasis on hair- and body-care. I find that the haircare market globally has tremendous potential. As for bodycare, I think it will take the spotlight with more people realising the importance of holistic wellness. Instead of solely focusing on the face, I believe that there will be a greater emphasis on caring for the entire body as a whole.
What do you hope to see more of from the beauty industry?
I find joy in bridging the gap between modern beauty practices and our rich Indian heritage, helping individuals embrace and conveniently incorporate traditions into their routines. I want to bring together ancient Indian wisdom and blend them with modern convenience. I love seeing young people learning about and embracing our rich cultural heritage through beauty routines.
Holland, South Korean musician
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The little-known beauty ritual you wish more people engaged in.
I believe more people should try natural drying—that is, letting their faces dry rather than using a towel to do so. I find it supremely beneficial as it helps my sensitive skin retain moisture more effectively.
Name the make-up brands and influencers you’re obsessed with.
I love MAC Cosmetics for their eye make-up products and I’m particularly drawn to the artistry displayed by influencers like Simihaze. Their eye make-up styles are rich in colour and vibrancy, and they exude a sense of urban chic that I find appealing
The trend you’re excited to try over the next few months.
Bold and decadent eyeliners to help create a more dramatic and alluring make-up look.
Junz Loke, creative director of experimental hair salon, 35A
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What’s a little-known hair practice you wish more people knew about?
I wish more people would pay attention to blow drying their hair instead of letting it drip-dry. Damp hair can lead to scalp issues and also causes tangling as well as breakage. Instead, I recommend towel drying your hair after your shower—and when it is about 80 percent dry, proceed with blow-drying. Be sure to point the hair dryer nozzle downwards along the hair shaft to enable the hair cuticles to close so you’ll be able to achieve a smooth glossy effect.
Products that everyone should have in their arsenal.
Goldwell’s Lagoom Jam Styling Gel is the perfect go-to styling solution for a long-lasting hold that grants great volume. It has a gentle, musky scent and boasts a formidable yet flexible hold. Another favourite is Oribe’s Gold Lust Transformative Masque. This potent cream has the ability to restore overworked strands back to its youthful, rejuvenated state. It also further strengthens the hair cuticle and provides essential nourishment to the hair.
A hair trend you’re excited about.
With the mass consumption of imagery, trends and exposure of hair content digitally, it is likely that corporate professionals who work in offices—many of whom used to be quite restricted in terms of hairstyling due to their profession—would be more open to try cutting-edge looks and interesting cuts.
Lauren Jin, founder of minimalist skincare label Cle Cosmetics
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The little-known skincare practice you wish more people engaged in.
Portion control. Just because a product has skin-benefiting ingredients doesn’t mean you should be scooping a bunch and applying it in one go. Of course, it varies according to skin type and sensitivity, but I think most people apply too much product than they think they need. For example, instead of five pumps, maybe three is all you need. And that is all about experimenting, listening and seeing your skin as well as adjusting accordingly. I do this from time to time too and I have to remind myself to adjust the amount.
The people in the beauty space you’re obsessed with.
My most-viewed content creators on TikTok are Steph Hui and Juliahni. Steph has an amazing make-up technique that I love to emulate. Juliahni, on the other hand, is always creating informative, personal takes on beauty procedures and products that work for her, which I adore. I also love Jasmine Tookes, Rina Hiramatsu and Stephanie Arant. They are a little more focused on a lifestyle aesthetic, but I do find their style and make-up unbelievably chic and enjoyable to watch.
The upcoming trend you believe is about to break the Internet.
Latte-toned make-up is going to become fairly mainstream. I love the glass skin trend, but I believe it will be replaced with a blurred, velvet skin finish soon.
Sahur, beauty personality and founder of local make-up label, Sahurs Art Beauty
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Your favourite beauty brands and figures within the industry you’re obsessed with.
Some brands I’m always looking forward to hearing from are Skin Inc, Huda Beauty and Fresh. As for beauty personalities, I didn’t realise it at first, but many of the creators I admire are social media mavens turned entrepreneurs—I love the honesty in their journey. Some I can name off the top of my head are Huda Kattan of Huda Beauty, Negin Mirsalehi from Gisou and Marianne Hewitt from Summer Fridays. They have inspired me in a lot of different ways, the biggest of which is to keep going and to believe in yourself.
The make-up trend to look out for.
A huge surge of pink. A large part of it has to do with Barbie. It’s fun and exciting to witness all these bright, vivid shades being in vogue now after years of an emphasis on minimalism and earth tones.
Your hopes for the beauty industry in the next five years.
Even more transparency and truthfulness. In the last few years, we’ve seen brands shift away from language that can be misleading and I would love to see more of that through the campaign process. This ensures that when a customer buys a product, they can know that they are getting exactly what they bought.
