Wayne Goss – the Beauty Star Selling Out Product in Five Minutes

Welcome to Artist Spotlight #16 series on my blog.

Wayne Goss is not your typical YouTube star. He has amassed over a million subscribers on his beauty channel, and has the consumer influence to match: His first collection of brushes on Beautylish sold out in five minutes. But he stands out among other beauty vloggers for several reasons — the first of which is that he’s a guy. A guy who can quickly and confidently demonstrate Kardashian contouring tricks on his own face. He eschews the cutesy, neighborly tone used by most beauty vloggers in favor of a methodical, straight-to-the-point delivery.

Goss spoke to the Cut about how being a guy is advantageous in the YouTube beauty world, how he got started, and why he doesn’t wear makeup himself.

How did you get started in the business?

It was something I’ve been interested in since I was a young boy. I always liked looking at magazines and seeing the pretty faces. When I was 20, I started suffering from acne. That experience reminded me of my love for makeup and how I could use it to fix my skin.

I am self-taught. Fifteen years ago, I picked up some books by Way Bandy and Kevyn Aucoin and read them to practice. I went to London and studied makeup artistry. Then, I discovered YouTube. I found that there were so many kinds of people on it, but there didn’t seem to be any teaching and instructions on how to make the process simpler. I feel like my videos fill a gap in the market. I keep them short and clearly explain what I’m doing. My point of view is that you don’t have to have a degree in art to be able to explain it.

How do you think you became successful on YouTube?

It was so gradual. You don’t really notice it creeping up on you. I remember hitting 20,000 subscribers and thinking, Oh my god, that’s a lot of people. And then it started to increase very rapidly after my first year, especially after I did videos on concealer and blusher. But I don’t really know. It’s still a mystery to me. I imagine it is a combination of people doing searches in Google, seeing a video, and liking it. The social media aspect certainly helps.

Do you think that being a man in the field is advantageous?

Absolutely. I’m pretty much the only male in my age group doing it. I think people appreciate that I’m not going to be talking for an hour about something I could do in a few minutes. I’m very matter-of-fact. I’m not very handsy nor flamboyant. Even if I’m demonstrating something on myself, it’s not about making myself a pretty princess. It’s about the technique and explaining it very succinctly. In real life, I don’t even wear any makeup. It’s not my cup of tea.

Since you demonstrate a lot of the tutorials on yourself, I think people probably do think you wear makeup every day. 

I think it does surprise people. I love putting eyeshadow on people. But I’m six feet tall. I’ve got a beard. It doesn’t interest me. I don’t want to be pretty. I’m just a bit scruffy and unkempt, and that’s just sort of my style.

If you don’t wear makeup yourself, why do you demonstrate the tutorials on yourself?  

Well, lately, I have been using models in my video. But sometimes, when I get home, the last thing I want to do is see anyone else. Also, apart from the fact that I’m male, my eye shape is very realistic. Models have good skin, very large eyes, so that makes everything very easy to do. If I apply eye shadow, you get a more realistic impression of what it looks like on my eye, not someone who is genetically blessed.

How did the brush project with Beautylish come together?

I contacted Beautylish because I read their online content a lot. I mentioned that I was pursuing a brush line and they liked the idea, which was to create a really good-quality brush using Japanese craftsmanship techniques. The difference in quality would be understood the minute you opened it.

I knew about the bristles and furls and what to look for. It was difficult finding companies that could deal with all the requests I had. It had to be hair that couldn’t be cut. Nothing could be done by machine. There’s a bluntness to machine-cut hair that cuts your face at harsh angles. Especially as we get older, that can be harsher on the skin. With the right makeup brush, makeup goes exactly where you want it. For women over 40, it’s a great benefit to have a brush that’s not moving the eyelids around.

This project was self-funded, so I was very pleasantly surprised when I learned they sold out in the first five minutes. My philosophy has never changed. I still believe you should buy the best makeup you [can] afford, and if you can only afford one thing, buy one brush. Most people are applying makeup with their fingers. But a brush is an instrument you can use it for several purposes, and blend at the same time. For someone like me, not born with this artistic flair, good brushes enabled me to do makeup well. I really don’t have this innate talent, I struggled all the way and managed to find the right sort of brushes. It was a very selfish project, in a way.

What do you think of the story that came out a few weeks ago that said YouTube stars like Michelle Phan were making millions?

I obviously know of Michelle, although I’ve never spoken to her. I would say that’s an exaggeration in terms of figures. But again, I don’t know anything about her. I started about a year and half after her. At that time, the partner programs for YouTube weren’t available.

The bulk of us who started doing YouTube did it for the love of doing it. Those of us that did it for the right reasons are still around for the right reasons. There has been an influx of people thinking, I shoud make a fortune here. 95 percent of them don’t make it any way. And those that do certainly aren’t making six-figure salaries. It would be nice to start with a thousand. The bulk of people earning good wages from it now were around when there was no money.

The partner programs now, I believe, make it more difficult. Everyone wants a slice of the pie. I think this pie is really wonderful and big. You hear these glamourized stories, but the reality is very different. We still have full-time jobs. We work hard. And YouTube is a full-time job, because you have all these components, like filming and editing. I imagine that 90 percent of us do that ourselves without the help of anyone else.

I’m still a makeup artist. I still do jobs. I always will do that. I’m in a wonderful position of doing a job that I love. It’s a great thing. YouTube is the icing on it. It’s lovely to be able to connect with people on it I would never otherwise be able to meet.

Check out Wayne Goss’s makeup line at Beautylish

Check out Wayne Goss’s Instagram

FORBES article
QUORA article
theCUT article

Lisa Eldridge – You Can Do It All

I have been personally inspired by Lisa Eldridge throughout my career as a makeup artist. I have used her as inspiration for my own looks as well as my clients’. From her skincare advice, successful makeup line and YouTube channel, to work with some of the most well-known celebrities and models – she’s one of the best artists who isn’t afraid to try new techniques and styles. Welcome to Artist Spotlight #9 series on my blog.

Lisa Eldridge is an English-New Zealand makeup artist, businesswoman, author, and YouTuber. She had her first big break when she was booked by ELLE magazine to work with model Cindy Crawford. From 2003 to 2013, Eldridge was Creative Director for Boots No7, where she was responsible for developing, re-designing and re-launching the brand. Eldridge, since 6 January 2015, is currently the global creative director of Lancôme, working across product development, advertising campaigns and digital strategy. In October 2015, Eldridge published the book Face Paint: The Story of Makeup.

Following a move to London, Eldridge took a course in photographic makeup artistry at Complexions, began building her portfolio and eventually signing with a makeup agency. She had her first big break when she was booked by aforementioned ELLE magazine to work with Cindy Crawford. Crawford and Eldridge subsequently worked together on several more shoots. She has been based in Paris, New York and Los Angeles, and now lives in London. Her work has appeared on the pages of British, Italian, French, Chinese and Japanese Vogue, Love, Allure, Glamour, Elle, Numéro, Harper’s Bazaar, Pop, and Lula for covers, fashion, beauty and celebrity shoots.

Eldridge has worked with the photographers Tim Walker, Mert and Marcus, Regan Cameron, Sølve Sundsbø, Rankin, Paolo Roversi, David Sims, Mario Testino, and Patrick Demarchelier. Aside from her editorial assignments, Eldridge collaborates with fashion houses and beauty brands on their international advertising campaigns and runway shows. These include Lancôme, Chloe, Alberta Ferretti, Prada, Donna Karan, Moschino, Yohji Yamamoto, and Pucci. Eldridge was named by The Business of Fashion as one of the people ‘Shaping The Global Fashion Industry’ in their Fashion 500 list for 2013.

Lisa Eldridge has a successful YouTube channel, on which she creates various makeup looks on herself and other models, shares tips and tricks, discusses skincare, and visits past decades of makeup history to recreate the looks of the times. When I attended makeup academy, I was often referred to her videos by instructors, to recreate her looks or take in her knowledge. Ever since then I’ve been a huge supporter of hers!

In February 2010, Eldridge launched her website, which has become one of the go-to sites for make-up tutorials, beauty advice and insider knowledge.

Lisa Eldridge wrote her first New York Times bestseller Face Paint, which she describes as “all about the history of makeup – something I’ve always wanted to write. It’s a hardback book (8 x 10 inches), with 60,000 words – full of fascinating, surprising and at times unbelievable stories of how and why the items in your makeup bag got to be there. I also spent a long time sourcing the right images – beautiful paintings, illustrations and iconic photography – to tell the story.”

Lisa’s blog
Lisa’s book
Lisa’s YouTube channel
Lisa’s Instagram page

Robert Welsh: Doing My Makeup Using Techniques I Hate

I’ve been watching Robert Welsh on YouTube for years and I really enjoy his content on Instagram as well. On his channel he creates amazing makeup looks, gives professional makeup advice, reacts to popular beauty trends, debunks popular makeup myths, and much more!

Robert is a professional makeup artist and his mission statement in the beginning of every video is “to help you become a pro yourself or just someone that’s really good at makeup. Here we learn how to separate what we see online from what’s actually useful in real life.” Welcome to Artist Spotlight #7 series on my blog.

I came across this video and it made me laugh so much that I decided to share it with you!

Check out more of his videos on his channel.

Wet’n’Wild x Bretman Rock

Eyeshadow Palette – This bold palette consists of 15 vibrant shades with a mix of bold and neutral colors with satin, matte, metallic and shimmer finishes. All vibrant mattes are paired with shimmer, metallic finishes that allow you to create unlimited “roaring” eye looks. The powerfully pigmented, buttery-soft shades glide on easily and blend seamlessly. The smooth formula provides optimum texture and smudge-proof all-day wear. Each shade can be used either wet or dry, to deliver a bold, captivating look.

Setting Spray – The 3-in-1 face mist preps, hydrates and sets the makeup. This multi-use mist is lightweight enough to be used throughout the day to refresh your makeup while continuing to deliver hydration to the skin. Sprayed on bare skin, it provides a natural, dewy finish. Enriched with an exclusive fruit blend of Coconut Papaya, Dragon Fruit and Kakadu Plum Extract, it provides Vitamins E & C and anti-oxidant properties as well as a powerful boost of hydration. The fine mist application delivers a unique blend of illuminating, light-reflecting properties that creates a soft, dewy glow leaving the scent of fresh tropical flowers.

Check out Bretman Rock on YouTube and Instagram!

Get the collection on their official website or at select drugstores near you.