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<ul class="summary-list"><li>Earlier tihs year, <keyword id="10822183" type="UNKNOWN" weightage="60" keywordseo="becca-cosmetics">Becca Cosmetics</keyword> announced it will be going out of business in September.</li><li>The brand, which debuted in 2001, had success with cult-favorite highlighters in the mid-2010s.</li><li>The brand has lost touch over the past few years, which makes the announcement less of a surprise.</li></ul><keyword id="850288" type="PERSON" weightage="60" keywordseo="Becca">Becca</keyword> Cosmetics helped introduce me to <a href="https://www.insider.com/things-people-who-work-in-beauty-stores-hate-2020-2">the world of beauty</a>, but saying goodbye will be bittersweet.I've been a customer since around 2016 when its cult-favorite highlighter introduced me to the concept of highlighting. Becca Cosmetics' highlighters made the world of celebrity glamour more accessible and taught me that anyone could achieve a red-carpet glow at home.But when the Australian <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> brand <a href="https://www.insider.com/why-becca-cosmetics-is-closing-going-out-of-business-2021-2">announced</a> it would be going out of business after 20 years, officially closing its doors at the end of September, I wasn't surprised. The brand attributed the closure to "an accumulation of challenges, together with the global impact of COVID-19." Estée Lauder, which bought the company in 2016, made the final decision to shutter the brand, <a href="https://wwd.com/beauty-industry-news/color-cosmetics/estee-lauder-closing-becca-makeup-coronavirus-1234747480/">Women's Wear Daily confirmed</a>.Although the news is devastating for some fans, the once-cult-favorite brand has dealt with a series of issues and missteps over the past few years that make it easier for me to say farewell.<h2>Becca's following really began with its 2015 highlighter collaboration with <keyword id="9884638" type="UNKNOWN" weightage="60" keywordseo="jaclyn-hill">Jaclyn Hill</keyword></h2>Rebecca Morrice Williams founded Becca Cosmetics in 2001, and the brand proceeded to go through a few ownership changes as it struggled to find its place <a href="https://www.insider.com/best-and-worst-beauty-trends-of-the-year-2020">in the beauty industry</a>.<a href="https://www.racked.com/2017/6/22/15830406/becca-estee-lauder-chrissy-teigen">According to Racked</a>, the brand had stints being sold at both global luxury stores, like Bergdorf Goodman, as well as affordable drugstores, like Duane Reade, before relaunching at <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> retailer Sephora in 2013.The brand didn't reach cult-favorite status until 2015 when it collaborated with beauty YouTuber and influencer <a href="https://www.instagram.com/jaclynhill/?hl=en">Jaclyn Hill</a> on its most famous product to date: The <a href="https://www.sephora.com/product/shimmering-skin-perfector-pressed-P381176">Shimmering Skin Perfector highlighter in Champagne Pop</a>.The color skyrocketed sales. According to Women's Wear Daily, 25,000<a href="https://wwd.com/beauty-industry-news/products/jaclyn-hill-becca-cosmetics-collaboration-sales-10186945/"> units were sold within the first 20 minutes of its launch on Sephora.com</a>.The product set a new standard for illuminators with its powder-to-cream formula that melts into the complexion to create an Insta-worthy glow. It also kept the beauty industry buzzing and became a fan-favorite highlighter. Celebrities and <a href="https://www.teenvogue.com/gallery/best-highlighters-according-to-celebrity-makeup-artists">professional makeup artists</a> swore by <a href="https://www.byrdie.com/most-flattering-highlighter">the product</a> and used it religiously <a href="https://www.feelingthevibe.com/archives/chloe-lukasiaks-makeup-artist-gives-the-complete-beauty-breakdown-products-inside/">for major events</a>. It seemed like every YouTuber and at-home beauty fan had Champagne Pop in their makeup bag. The highlighters kept up steam for years.Becca's pressed Shimmering Skin Perfector <a href="https://www.allure.com/story/best-selling-highlighter-united-states-becca-shimmering-skin-presse">was the best-selling highlighter in the US in 2019</a>. In 2021, the product still has a near-perfect five-star rating on both <a href="https://www.sephora.com/product/shimmering-skin-perfector-pressed-P381176">Sephora</a> (over 5,200 reviews) and on the beauty retailer <a href="https://www.ulta.com/shimmering-skin-perfector-pressed-highlighter?productId=xlsImpprod10921068">Ulta</a> (over 1,100 reviews). The brand also launched a secondary Champagne collection in 2016 that expanded the beloved product into palettes and liquids. It generated <a href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">$3.5 million in sales within just five hours</a>.<h2>But the brand quickly began having issues with its strongest collaborators</h2>In June 2016, Becca <a href="https://www.instagram.com/p/BGYVT3ahdeR/?taken-by=beccacosmetics">announced on Instagram</a> it was no longer launching the highly anticipated eyeshadow palette it was working on with Hill as part of the Champagne Glow collection. Meanwhile, Hill took to Snapchat to say the palette would not be released due to quality-control issues.As <a href="https://www.bustle.com/articles/165562-why-wont-the-becca-x-jaclyn-hill-champagne-eyeshadow-palette-be-released-its-complicated">Bustle</a> reported, Hill said high demand for the palettes caused the brand to send the product to a different lab to be manufactured at a faster pace. She said the lab was incapable of reproducing the same level of quality, resulting in fans having negative experiences with the product before it officially launched.In another Instagram post, the brand <a href="https://www.instagram.com/p/BGaHHwRBddN/?utm_source=ig_embed">publicly apologized to Hill and fans</a> for the disappointment."We apologize to our fans, to Jaclyn's fans, and to <a href="https://www.instagram.com/JaclynHill/">@JaclynHill</a>, whom we love and respect so much," the post read. "We remain committed to the highest standards of excellence and we are very sorry in this case that we've let you down." After the palette was pulled, reports spread about <a href="https://fashionmagazine.com/face-body/jaclyn-hill-becca-feud/">Becca and Hill feuding</a>.These rumblings intensified in 2017 when <a href="https://www.instagram.com/trendmood1/">@trendmood1</a>, an Instagram account best known for leaking beauty launches, claimed Prosecco Pop (a color Hill collaborated on) would be re-released as a standalone shade.<a href="https://www.teenvogue.com/story/jaclyn-hill-becca-cosmetics-champagne-pop-drama">Hill commented</a> on the post saying this was "news to her" and that she was "literally in shock." The brand eventually released Processo Pop as its own standalone shade even though Hill was a co-creator of it.<div type="image" title="becca highlighter" height="3024" width="4032" msid="81357379" hostid="261"></div>Given Hill's impact on the products and their rise, it was strange for fans to see her name removed from them. <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/bxj4x9/jaclyn_hills_name_no_longer_on_champagne_pop/">But as some pointed out</a>, it's not abnormal for a brand to remove an influencer's name from a line of products once their contract is up.Three years later, Becca's biggest collaborator became a major competitor when <a href="https://www.insider.com/review-photos-highlights-jaclyn-hill-makeup-brand-2021-2">Hill launched her own collection of highlighters in 2019</a>.Jaclyn Hill did not immediately respond to Insider's request for comment.<h2>The brand tried to follow up Hill's line with big-name partnerships but couldn't keep up in a saturated market </h2><a href="https://www.latimes.com/fashion/la-ig-wwd-chrissy-teigen-becca-glow-face-palette-20170505-story.html">In 2017</a>, the brand collaborated with A-list model Chrissy Teigen to design a glow palette with pressed Shimmering Skin Perfectors similar to the products Hill had worked on not long ago.The palette was sold on <a href="https://www.refinery29.com/en-us/2017/04/149962/chrissy-teigen-becca-cosmetics-collab-news">Sephora's app</a> and has received <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-face-palette?__cf_chl_jschl_tk__=4b85ac8b0763520fad79ff4a68977e6a7dd8892a-1614893715-0-ATOIJmXqkFRLB2GGjdopB8UtITXLqFY_VjHltdtuzOnzUEv3P6HvHuDyVTepi8u-4vCoEzK-NPbyAWztDU8tyjCaNWPtKIlOWGe-_jLTUmtkJZZZP4MYR_1AsDIKwn6h6-zk8EKN6vy0JAf2_RpNnXSC2QMqSDKgYDYfpZwgugMOrgs-tTMVS8BB5muKDn8QCQp9aTUdimhj2ejmmfn57Zj0r51Dn4_wue9SSCUmdSYUtqi1JMCEmmmFh9JQHKfAlbZWsevSVXVusjJE-tOD9yLykgMixJufp-rZNWCrmCld3or7Meh895y8fofN-2lTkWelbXHDXeQ8F_1UqxFDrOk7ASXXzV9mPWQ4T7HU3YzpjsxBVWNPvYinwmPWRmreCcunj6cIeiCCZkYNeCH3qiqiyBMXttslmcWlqnTjZclhKRnPGh0uCFXRD4d0ZukmRw">over 2,400 glowing reviews, with many being five-stars,</a> on popular product-review site Influenster. The brand <a href="https://www.allure.com/story/chrissy-teigen-becca-glow-kitchen-kit-exclusive-interview">collaborated with Teigen on other products throughout 2018,</a> including lip glosses and eye shadow, but none seemed to receive the same level of buzz.On <a href="https://www.influenster.com/reviews/becca-becca-x-chrissy-teigen-glow-body-oil">Influenster,</a> the newer collaborations received positive reviews but not many of them. Teigen's body oil had 153 reviews and scored four stars. The glosses received four and a half stars and between <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-lip-gloss-choose-from-three-colors-malibu-soleil-nectar-or-beach-bum-nectar-neutral-berry">five</a> and <a href="https://www.influenster.com/reviews/becca-x-chrissy-teigen-glow-lip-gloss">81 reviews</a>.The brand followed with several other celebrity partnerships, including the <a href="https://www.beccacosmetics.com/becca-bffs-collection">BFF collection with Khloe Kardashian and Malika Haqq in 2018</a>.The collection had some well-reviewed products, but Becca Cosmetics struggled to keep up as it faced stiffer highlighter competition throughout 2017 and 2018. Celebrity-led brands like Rihanna's Fenty Beauty and KKW Beauty by Kim Kardashian West released highlighter palettes of their own as did industry staples like <a href="https://www.cosmopolitan.com/style-beauty/beauty/a9078726/huda-beauty-3d-highlighter-palette/">Huda Beauty</a>, <a href="https://www.teenvogue.com/story/glamglow-highlighter-makeup-palette-launch">Glam Glow</a>, <a href="https://www.allure.com/story/kat-von-d-metal-crush-highlighters-instagram">Kat Von D</a> (<a href="https://www.insider.com/kat-von-d-makeup-brand-name-2021-3">now KVD Beauty</a>), and Anastasia Beverly Hills (<a href="https://www.refinery29.com/en-us/2017/03/147469/anastasia-beverly-hills-new-aurora-glow-kit">its Aurora Glow Kit would become a cult-favorite</a>).A few big, recognizable names just weren't enough to bring Becca back to the influential highs reminiscent of the award-winning Champagne Pop.<div type="image" title="rihanna fenty beauty" height="1331" width="2000" msid="81357381" hostid="261"></div><h2>The brand faced more retaliation from customers when it released problematic promotional photos </h2>The brand came under fire again in 2018 when it got called out for <a href="https://www.teenvogue.com/story/becca-cosmetics-accused-blackface-foundation-swatch-images">problematic photo editing</a>. Becca released a photo of its Skin Love Weightless Blur foundation swatched on four different hands for customers to see the different shades available.But a number of people noticed the palms of the darker-skinned models looked colored-in, leading some to speculate the brand had edited a white model's hand instead of hiring a Black model.Following the accusations, Becca Cosmetics <a href="https://www.instagram.com/p/BmSCNEPA-Fm/?utm_source=ig_embed">apologized on Instagram</a>, admitting its photo-editing choices missed the mark."Truth: BECCA is committed to showcasing the lightest to the deepest skin tones and hiring inclusive models for our campaigns. To demonstrate this commitment, we've re-shot with real girls from the BECCA office," the brand wrote.The new photo showed the arms of four women with four distinct skin tones and no obvious editing, but the major misstep from the company showed that, once again, the brand was failing to keep up in an evolving industry. <h2>The brand continued to miss the mark with new releases that were dubbed misleading or just OK </h2>It's clear the Shimmering Skin Perfector was Becca's biggest success, but it's one that couldn't be replicated. While the brand scrambled to get customers excited about new launches in recent years, products like the <a href="https://www.sephora.com/product/becca-cosmetics-zero-no-pigment-glass-highlighter-for-face-lip-P461136?icid2=products%20grid:p461136">Zero No Pigment Glass highlighter</a> from 2020 are some of the lowest-rated Becca products on Sephora's website. Becca's <a href="https://www.sephora.com/product/becca-cosmetics-zero-no-pigment-virtual-foundation-P461135?icid2=products%20grid:p461135">Zero No Pigment foundation</a> was called a misstep when it debuted in 2020. Customers said Becca Cosmetics' marketing of the product was misleading because it <a href="https://www.elle.com.sg/2020/09/17/becca-zero-no-pigment-virtual-foundation-makeup-beauty-review-mask-wearing/">didn't perform as a foundation</a> despite being advertised as such and was <a href="https://www.popsugar.com/beauty/becca-cosmetics-no-pigment-virtual-foundation-review-47683194">more of a primer than a foundation</a> since it offered no coverage. Big-name YouTubers like <a href="https://www.youtube.com/watch?v=b1mX_2-UJcs">Allie Glines</a>, <a href="https://www.youtube.com/watch?v=uK46-ZZ5pIs">Kathleen Lights</a>, and <a href="https://www.youtube.com/watch?v=F9emuXiS0JI">Gary Thompson</a> (The Plastic Boy) also criticized the "gimmicky" foundation for offering no real coverage.Coverage wasn't the only problem. Others criticized the product further for failing to cater to different skin tones and undertones.It's currently one of the lowest-rated products on the brand's page on Sephora.com, earning three out of five stars. <h2>Still, it's bittersweet to say goodbye to the brand that helped so many find their glow</h2><div type="image" title="becca highlighter" height="2870" width="3827" msid="81357384" hostid="261"></div>Becca Cosmetics peaked in the mid-2010s with its Shimmering Skin Perfectors and it's what the brand will be remembered for. It elevated the entire category of highlighters, inspiring other brands to create their own.But in recent years Becca Cosmetics struggled on all fronts with product launches, inclusivity, quality control, and influencer relations. Top that off with a global pandemic, and it's not surprising to see the brand is closing down. But Becca's mark on the beauty industry and my <a href="https://www.insider.com/best-cheap-lip-gloss-to-get-review-photos-kiss-broadway">makeup routine</a> won't be forgotten. And I think it's still worth stocking up on Champagne Pop - the product that made Becca shine - before it's gone for good.Becca Cosmetics did not immediately respond to Insider's request for comment.

I've been a Becca Cosmetics customer for years, but I'm not surprised the brand is shutting down

<ul class="summary-list"><li><keyword id="10822183" type="UNKNOWN" weightage="60" keywordseo="becca-cosmetics">Becca Cosmetics</keyword> announced that it's going out of business in September 2021.</li><li>The brand cited "an accumulation of challenges," including the impact of <keyword id="8763838" type="UNKNOWN" weightage="60" keywordseo="covid-19">COVID-19</keyword>, as the cause.</li><li><keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">Beauty</keyword> fans are shocked by the news, as the cult-favorite brand was once a staple of their routines.</li></ul>There was once a time when you couldn't watch <a href="https://www.insider.com/youtube-beauty-everything-you-need-to-know-jeffree-james-nikkietutorials-2020-3">a beauty video on YouTube</a> without hearing influencers mention <a href="https://www.insider.com/category/becca-cosmetics">Becca Cosmetics</a>. Now, the cult-favorite brand is going out of business.On Wednesday, <a href="https://www.beccacosmetics.com/becca-important-brand-announcement">the makeup company announced</a> that it would no longer be available as of September 2021. The brand said it recently faced "an accumulation of challenges," as well as "the global impact of COVID-19."The brand noted <a href="https://www.instagram.com/p/CLrM8sLjAJJ/?utm_source=ig_web_copy_link">on Instagram</a> that those struggles of the past year have "sadly been more than our business can withstand," leading to its eventual shutdown."We are confident that the spirit of BECCA will continue to live on through all of you," the brand wrote on Instagram. On its website, Becca Cosmetics added that over its 20 years in business, the company formed connections with shoppers, <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword> artists, influencers, and brand ambassadors.Most famously, the brand teamed up with <a href="https://www.insider.com/category/jaclyn-hill">Jaclyn Hill</a> in 2015 to create the Champagne Pop highlighter. By 2016, the highlighter was a staple of the brand's line, and the duo went on to create numerous Champagne Pop-themed products that <a href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">earned more than $3.5 million in online sales alone</a>. The brand also made an effort to do "meaningful work" in support of mental health, according to its website. Becca Cosmetics previously worked with nonprofits <a href="https://www.jedfoundation.org/">The JED Foundation</a> and <a href="https://www.mentalhealthmates.co.uk/">Mental Health Mates</a>, and the brand says it will "continue to do so" by supporting <a href="https://www.thetrevorproject.org/">The Trevor Project</a> in June 2021."Together, we put our best light out into the world, and for that we are forever grateful," Becca Cosmetics wrote. "Thank you for every last ray of positivity and support."Now, beauty fans say they're shocked by the announcement, and disappointed to see a staple brand disappear."Omg I'm so sorry to hear this!!" one fan wrote on Instagram. "I've been using your amazing products for so many years - I'm truly gutted Where will I find that Becca glow again!! ""I can't live without your highlighter " another person wrote, while a different fan said "OH NO!!!!! I LOVE YOUR PRODUCTS!!!!!! I'll have to STOCK UP!!!!!"On Twitter, beauty fans seemed equally upset.Representatives for Becca Cosmetics did not immediately respond to Insider's request for comment.

Becca Cosmetics says it's going out of business partially as a result of COVID-19, and beauty fans are shocked

<ul class="summary-list"><li><keyword id="12832686" type="UNKNOWN" weightage="60" keywordseo="jaclyn-hill" source="Orion">Jaclyn Hill</keyword>, 31, is a <keyword id="11915641" type="UNKNOWN" weightage="100" keywordseo="beauty" source="Orion">beauty</keyword> <keyword id="11985408" type="UNKNOWN" weightage="60" keywordseo="influencer" source="Orion">influencer</keyword> known for her YouTube career and cosmetics brand.</li><li>Insider spoke with her about <keyword id="11993268" type="UNKNOWN" weightage="60" keywordseo="makeup" source="Orion">makeup</keyword>, her career, and life-changing scandals she's faced.</li></ul><a href="https://insider.com/category/jaclyn-hill">Jaclyn Hill</a> made a name for herself in an industry where airbrushed photos and highly-edited Instagram captions are the norm. But as I chat with her via Zoom, she's unfiltered in every way — from her casual sweats and no-makeup look to her blunt words.The makeup mogul, who has <a href="https://www.youtube.com/c/Jaclynhill1">5.6 million YouTube subscribers</a> and <a href="https://www.instagram.com/jaclynhill/">7.6 million Instagram followers</a>, is known as <a href="https://www.insider.com/youtube-beauty-everything-you-need-to-know-jeffree-james-nikkietutorials-2020-3">one of the original beauty influencers</a> who rose to fame on YouTube. Her career led her to <a href="https://www.bustle.com/articles/185447-did-jaclyn-hill-start-another-highlighting-trend-she-found-a-clever-place-to-glow">start beauty trends</a>, have <a href="https://www.bustle.com/p/1-million-morphe-x-jaclyn-hill-palettes-were-sold-in-2017-fans-are-gushing-with-support-7674918">record-breaking product collaborations</a>, and create makeup and jewelry brands. Hill has also faced her fair share of scandals — most notably in 2019 when her brand, <keyword id="14457019" type="UNKNOWN" weightage="60" keywordseo="jaclyn-cosmetics" source="Orion">Jaclyn Cosmetics</keyword>, launched lipsticks that <a href="https://www.insider.com/jaclyn-hill-responds-to-broken-lipstick-reactions-accusations-2019-6">customers said arrived damaged</a>, with some products coated in <a href="https://twitter.com/ginabeautymakup/status/1138291267811598338">white fuzz</a>. (Jaclyn Cosmetics denied the products were dangerous and <a href="https://www.insider.com/jaclyn-hill-promises-refund-lipsticks-instagram-2019-6">issued refunds to all customers</a>.)It's experiences like the latter that have shaped Hill into someone who is both the product of her past and someone entirely different."I started off my career at 20, and now I'm 31. So at this point, if you don't want to buy a product because you don't trust me, my thought is, 'You literally don't know me,'" she says. "I'm a person on the internet, and for some reason, I'm a trigger to you?"<h2>Jaclyn Hill started her online career in 2011 — and everything has changed since</h2>Her <a href="https://youtu.be/cbKYlbMqLlo">first YouTube video</a> — a grainy, 10-minute clip filled with close-up shots and minimal editing — was a tutorial inspired by Kim Kardashian. At the time, Hill had hopes of sharing her love of beauty and maybe furthering her career as a makeup artist."Success back then wasn't turning your full-time job into social media," she tells me, noting that you might earn $1,500 a month through advertisements if lucky. "YouTube videos allowed you to get clients."At the time, according to Hill, the "refreshing" world of online beauty was filled with a community of women "falling in love with makeup" before the industry exploded. And she knows it was a phenomenon that will never happen in the same way again."Now it's a job, and millions of people have a career where their entire life is based on social media," she says. "When I started doing this 11 years ago, that was not happening."An oversaturated beauty industry was also unheard of at the time, but it's the reality brands and influencers are living today. Revlon <a href="https://www.businessinsider.com/revlon-files-chapter-11-bankruptcy-competition-supply-chain-woes-2022-6">filed for bankruptcy in June</a>, Clarisonic <a href="https://www.insider.com/skin-care-brand-clarisonic-is-shutting-down-2020-7">shut down in 2020</a>, and Becca Cosmetics — a brand Hill helped rise to fame before <a href="https://www.teenvogue.com/story/jaclyn-hill-becca-cosmetics-champagne-pop-drama">disputing over an unreleased product</a> — <a href="https://www.insider.com/why-becca-cosmetics-is-closing-going-out-of-business-2021-2">dissolved in 2021</a>."When I heard about Becca, it was devastating, even though my relationship with Becca did not end on good terms," Hill says. "I was like, 'What? Becca?' That's not how it used to be." The conversation reminds her of past collaborations she worked on with Morphe. She recalls setting records by "selling hundreds of thousands of pallets in one hour," but goes dim when realizing the same likely wouldn't be possible today."Now, you have to fight and do so much marketing, so much publicity," she says. "You have to push and push and push just to get not even a quarter of the sales now."Ultimately, Hill is both sad for brands that have shuttered and scared for brand owners."I know that nobody is exempt — it can happen to me, and it can happen to my peers," she says. "I've been humbled in my career. So I know that nobody is too good for it."<div type="image" title="Jaclyn Hill for her brand Jaclyn Roxanne." height="2000" width="1333" msid="92884751" hostid="261" sizebytes="213742"></div>Even Hill herself has stepped back from the beauty industry in some ways. She's stopped posting makeup tutorials regularly — something her earliest fans often take issue with."I love makeup tutorials. If I had it my way I would film a makeup tutorial twice a week, because that's where I came from," she says. "But at the end of the day, if I post it and the engagement isn't there, that means not that many people actually want to see it, and therefore it's a waste of my time. I can't just sit around and film all day, every day, and push stuff out."And ultimately, she doesn't think beauty fans need influencers to always stay the same."It's just the circle of life," she says. "Everyone has to come to terms with the fact that whatever they're doing right now is not going to last forever. I always knew that. When I was selling millions of palettes with Morphe, I would say every week, 'This is not going to last.'""I am so proud to be a part of the original YouTube community," she says. "And I've also grown into a different era and I am adapting. I know some people have kind of thrown in the towel, they give up because it's hard, but I'm all about it."<h2>Scandals sometimes overshadow successes, but Hill takes that in stride</h2>Whether you agree or disagree that Hill has adapted, there's no denying she's persevered.She continued to sell makeup after failures, and her namesake brand is <a href="https://www.ulta.com/brand/jaclyn-cosmetics">now sold at Ulta Beauty</a>. There's also <a href="https://iminit.com/">Jaclyn Roxanne</a>, her jewelry brand. According to Hill, the line's initial launch "blew" her makeup endeavors "out of the water."<div type="image" title="Jaclyn Hill for Jaclyn Roxanne." height="1334" width="2000" msid="92884752" hostid="261" sizebytes="141722"></div>All the while, comments about her failed lipstick launch follow her. While Hill says the incident was "devastating" and "life-shattering," she's moved on."At this point, I can finally say for the first time that I'm genuinely over it," she says, adding that those who continue to mention it are "simply trolls.""My lipstick did not hurt anybody. There was no lawsuit, you know what I'm saying?" she says. "The internet got very loud, and whoever didn't like me or thought I was a liar or whatever it may be, that was their opportunity to attack."Still, when I ask Hill what the most difficult moment of her career has been, I expect her to bring up the scandal. Instead, she says it's the day-to-day tasks her job entails."It's not very glamorous, which I know kind of breaks people's hearts, but it's the truth," she says.Another truth, she says, is that the public doesn't truly know her — even if they think they do."People think I'm obsessed with showing off. I hear that a lot," she says. "But there's so much stuff that I own and do that I've never shown. People don't know how many cars I have. They don't know how many designer bags I actually have. They don't know the amount of jewelry that I have. I withhold a lot of information.""But at the same time, if I were to be like, 'Look at all the stuff I really do have, and look at all the donations I make,' they'd be like, 'You are a bitch,'" she added. "So you just gotta sit back and accept it. They don't know who I really am and that's fine."<h2>Today, Hill's focused on growing her brands and living her best life</h2>One reason Hill has stopped looking to the past is that her present and future is, quite literally, shining in silver and gold."I love accessories," Hill says. "Even when I was broke as could be, I was wearing little 90-cent beads on my wrist. So I just wanted to come out with beautiful pieces that aren't going to break the bank."Her brand's jewelry was inspired by the styles Hill loves to wear, and its name has family ties close to Hill's heart."Everyone knows me as Jaclyn Hill, but I got divorced a few years ago and I got so sick of the last name," she says. "My dad, who passed away two years ago, called me either Sweet Pea or Jaclyn Roxanne my whole life. My friends call me Roxanne. So it's very personal."Despite her growing jewelry brand, Hill says she has a loyalty to makeup and "can't imagine" life without it — even if strangers online wish she'd give it up."I don't care anymore," she said of critics and <keyword id="11893145" type="UNKNOWN" weightage="60" keywordseo="controversy" source="Orion">controversy</keyword>. "My products are amazing now, so moving on."

Jaclyn Hill doesn't care if you hate her. She's moved on from drama and is focused on living her best life.

<ul class="summary-list"><li>Jeffree Star, Tati Westbrook, and other influencers once ruled the beauty side of YouTube.</li><li>Now, they're taking over TikTok with lengthy livestreams focused on selling products.</li></ul>A livestream hosted by<a target="_blank" href="https://www.businessinsider.com/jeffree-star-wyoming-from-la-mansion-yak-ranch-timeline-2021-8"> Jeffree Star</a> filled my iPhone screen during a late-night TikTok<a target="_blank" href="https://www.businessinsider.com/new-study-finds-doomscrolling-leads-to-bad-physical-mental-health-2022-9"> doomscroll</a> in June.Wearing a baby-blue Western blouse with fringe detailing and a wig of the same shade, Star stood behind a pink desk with beauty influencer Paul Dao. Together, they promoted lip gloss and other products from Jeffree Star Cosmetics.It had been a long time since I'd watched Star's content, which usually highlights his lavish lifestyle and harsh but honest makeup opinions. He's also known for getting involved in internet scandals. As memories of<a target="_blank" href="https://www.businessinsider.com/dramageddon-youtube-jeffree-star-manny-mua-laura-lee-gabriel-zamora-2021-8"> "dramageddon"</a> in 2018 flashed through my mind, I shuddered and scrolled away.But 10 minutes later, TikTok showed me yet another livestream: this one from OG beauty YouTuber <a target="_blank" href="https://www.businessinsider.com/youtuber-tati-westbrook-life-career-story-2020-11">Tati Westbrook</a>, who attempted to sell me a hair curler — a far cry from the cult-favorite<a target="_blank" href="https://www.businessinsider.com/tati-westbrook-new-makeup-brand-2019-10"> eyeshadow palette</a> she created in 2019 — through the small screen.I shouldn't have been surprised to see either peddling products. Influencers have always been, at least to some extent, glorified salespeople. Still, I couldn't help but cringe. Their voices sounded different, like anxious sales reps trying to get my attention. There was a blatant urge to sell, sell, sell.Some millennial-aged viewers shared similar, and often harsher, thoughts."I'm sad. I used to be able to trust all of your reviews because you were doing it for the love of the game. Not commission. ," one person commented on one of Westbrook's TikToks promoting her recent stream."You are getting worse than Kylie Jenner," another person wrote on one of Star's videos. "It's every other day some kind of BS sale or relaunch. I miss the old Jeffree Star, this new desperate JS sucks!!"I was right there with them. Seeing these larger-than-life figures go from the top of the beauty food chain to hosting flash sales QVC-style was jarring. But as I later realized, their tactic is also kind of genius: They're using a free platform to directly sell to consumers while also increasing their brand awareness.<h2 id="a37382ed-7f93-446c-af1a-672ba960b013">YouTubers turned TikTokers</h2>Rewind a few years and beauty influencers dominated the cosmetics industry alongside the audiences they built<a target="_blank" href="https://www.businessinsider.com/youtube-beauty-everything-you-need-to-know-jeffree-james-nikkietutorials-2020-3"> on YouTube</a> — even when their careers were rife with scandal.<a target="_blank" href="https://www.forbes.com/pictures/gjdm45jih/7-michelle-phan-3-mil/">Forbes</a> reported Michelle Phan, who is widely credited as the first internet makeup influencer, as one of the top-earning YouTubers of 2015 with $3 million in annual revenue. Lucrative beauty businesses only exploded from there.YouTuber Jaclyn Hill famously collaborated with Becca Cosmetics on a glimmering highlighter in 2016, bringing the company <a target="_blank" href="https://wwd.com/beauty-industry-news/color-cosmetics/latest-becca-x-jaclyn-hill-collaboration-did-3-5-million-in-sales-with-online-launch-10438768/">$3.5 million</a> in online sales across five hours. Two years later,<a target="_blank" href="https://www.forbes.com/sites/natalierobehmed/2018/12/03/highest-paid-youtube-stars-2018-markiplier-jake-paul-pewdiepie-and-more/"> Forbes </a>said Star reached $18 million in annual earnings — partially because of one of his<a target="_blank" href="https://www.businessinsider.com/jeffree-star-made-20-million-on-eyeshadow-palette-shane-dawson-2019-10"> stand-out products</a> brought in $20 million when it first launched, as Star told fellow YouTuber Shane Dawson.Star then created a collaboration line with Dawson, who's best known for posting controversial comedy sketches and videos exploring conspiracy theories. Before it was released in 2019, Star's team estimated the makeup line would make<a target="_blank" href="https://www.businessinsider.com/jeffree-star-reveals-shane-dawson-palette-could-make-10-million-2019-10"> at least $35 million</a> if<a target="_blank" href="https://www.businessinsider.com/jeffree-star-shane-dawson-makeup-sold-out-2019-11"> it sold out</a>, which it did almost immediately.However, after years of influencer feuds, multiple cancellations, and the pandemic, beauty YouTubers found themselves floundering, Alex Rawitz, the director of research and insights at the influencer-marketing platform CreatorIQ, said.Stars like Charles went from earning tens of millions of views on YouTube videos to just over one million per post, and TikTokkers like <a target="_blank" href="https://www.businessinsider.com/mikayla-nogueira-background-controversy-feud-mascara-2023-1">Mikayla Nogueira,</a> with her nearly 16 million followers, stepped into their spotlights."They used to be at the top of our creator leaderboards, driving the most engagement for brands and being at the forefront of the industry," Rawitz told Business Insider. "They were replaced by people who still did tutorials but were doing very quick cuts and 20-second bite-sized things more adapted for modern attention spans."<div type="image" title="James Charles, Tati Westbrook, Jeffree Star" height="946" width="1887" msid="112708547" hostid="261" sizebytes="98822"></div>Some of YouTube's best and brightest<a target="_blank" href="https://www.businessinsider.com/james-charles-jeffree-star-comeback-canceled-youtube-over-2023-7"> attempted to resurface</a> in 2023, like Charles, who made a splash with a Cosmopolitan cover story, and Star, who opened his combination<a target="_blank" href="https://www.businessinsider.com/jeffree-star-store-grand-opening-review-photos-casper-wyoming-2023-7"> meat and makeup store</a> in Wyoming.But OG beauty influencers really cracked the comeback code when they entered the wild world of TikTok livestreaming, earning them revived reputations and revenue.Star began hosting virtual events on the platform in 2023, and Westbrook hosted<a target="_blank" href="https://www.tiktok.com/@tatiwestbrook/video/7354803488783715627"> her first livestream</a> in April of this year. Fellow beauty YouTubers James Charles and Laura Lee also followed suit. These creators have often taken an interactive sales approach with their streamed events.Star, for example, has hosted makeup masterclasses alongside professional artists so that viewers can learn how to use specific products from his brand, Jeffree Star Cosmetics, and then receive discounts on them via<a target="_blank" href="https://www.businessinsider.com/tiktok-shop-better-at-keeping-customers-than-temu-shein-2024-4"> TikTok Shop</a>.Charles, on the other hand, has focused his efforts on making his brand's cosmetic sponge the <a target="_blank" href="https://www.tiktok.com/@jamescharles/video/7403479049974205727?lang=en">top-selling makeup blender</a> on the platform.Westbrook and Lee have taken a different approach, seemingly partnering with companies to sell products for them on the TikTok commerce platform at discounted rates. Still, they've made their efforts personal.Lee, like Star, has packed orders by hand on camera during their livestreams, and Westbrook has demonstrated the tools and makeup she's promoted on herself.In doing so, Rawitz said that these creators merge the old-school ways of long-form YouTube content with the modern, quick-moving platform of TikTok."They don't necessarily have to learn new tricks or try to adapt with creators who are coming up within the short-form video ecosystem," he said. "Instead, they can have a more discursive stream with their followers where they're talking about whatever comes to mind, talking about their day, but also selling product."<div type="image" title="Influencer Laura Lee hosts a TikTok livestream." height="2600" width="1290" msid="112708545" hostid="261" sizebytes="138176"></div>Star, Westbrook, and Lee all go live at least once a week — with Star often streaming a few times weekly across two accounts: his personal and brand page. And when they do, it can last for hours. A TikTok live on the Jeffree Star Cosmetics page hosted on July 24 lasted around four hours, while Westbrook was live for eight hours straight on July 10.Leah Spector, the director of communications and content at CreatorIQ, said these lengthy livestreams are strategic for earning revenue, maintaining engagement, and attracting new fans."The longer you go live, the more likely you are to capture new viewers throughout," she told BI. "When I see that there's 20,000 people watching a live, I'm like, 'Oh, something interesting must be happening. Let me join in.' It's simply a numbers game of getting more people to join, even if they drop out pretty quickly."<h2 id="a8007cff-9f23-437a-8383-dbe38a08fe16">Influencers don't care if it's cringe — and they shouldn't</h2>Westbrook, in particular, has been inundated with criticism and cringe callouts each time she's promoted her livestreams on TikTok."This feels like HSN," one person commented on her page, while others joked she's in her "QVC era."Influencers, however, seem to be in on the joke. Westbrook posted a video on July 10 poking fun at her livestreams."Clearly, creators don't mind and are leaning into the potential cringiness of the format," Rawitz said. They can do so with the help of longtime fans standing behind them. Mazaiah Hutchinson, a 27-year-old from Pennsylvania, has watched beauty influencers for over a decade. She told BI that, naturally, she's followed stars like Westbrook to TikTok.She views livestreams as a way to connect with her favorite creators and finds the QVC style of selling to be nostalgic."We look up to these creators, so it's really nice to be in their presence," Hutchinson said. "You can send a comment and immediately get a response back. You can actually see in real time what they're doing."In some ways, I understand the appeal.While writing this analysis, I tuned into a livestream hosted on the Jeffree Star Cosmetics account. As random makeup artists loudly did product demos for two hours, I found myself wishing something more exciting would happen — like an appearance from Star himself.<h2 id="e3f6e400-9adc-4054-8222-87334c14392b">Beauty business moves</h2>TikTok livestreaming is a big business with big money attached.ASMR influencer Lucy Davis <a target="_blank" href="https://www.businessinsider.com/how-much-do-tiktokers-make">previously told BI</a> that she earns between $20 and $300 each time she streams, while Jakey Boehm, a TikToker who streams himself sleeping, said he's earned $34,000 in a single month.Rawitz said that while it's unclear exactly how much these beauty influencers are personally earning through these live streams, hosting them has obvious benefits. They have the potential to earn money through products they sell, donations sent by viewers, and new fans who become regular consumers.In the words of one fan who commented on a post from Star: "You bring the beauty, I'll bring the debit card.""If they're devoting this much time to it, then it is likely profitable for them and likely, in the end, profitable for the brand," he said.That's not to mention how crucial TikTok Shop has been to the success of beauty labels in 2024 — especially when influencers promote their products.According to CreatorIQ, Jeffree Star has generated at least $686,298 in<a target="_blank" href="https://www.creatoriq.com/blog/earned-media-value-emv"> Earned Media Value (EMV)</a> for E.l.f. Cosmetics via TikTok this year so far. EMV is a metric used throughout the social media industry — and analyzed with proprietary technology at CreatorIQ —to help determine the value of any creator's social-media content about different brands. Ultimately, the benefit of these lengthy live streams seemingly exceeds profit.Creators who once needed expensive lighting rigs, scandal-proof scripts, and hours to edit YouTube videos can now casually hop on live streams without any of that. Better yet, they can also have employees host for them.Live events, especially those that last hours, aren't always recorded, so the chances of becoming embroiled in a scandal are arguably less likely.But maybe most importantly, beauty influencers no longer need audiences to worship them, watching every clip they post across every social media platform. Instead, they just need us to stick around long enough to make a purchase.

Beauty YouTube creators turned TikTok into QVC

Bobbi Brown is standing outside her home in Montclair, New Jersey — a picturesque, artsy suburb less than an hour away from New York. It's Halloween night in 2017, and instead of candy, she's passing out lip glosses to her neighbors."Our friend Yogi Berra, the baseball player, used to live in Montclair, and he gave out signed baseball cards on Halloween. Someone else worked for Scholastic and gave out children's books," she told Business Insider."So my husband, one Halloween, when girls came to the door, said, 'Do you have any lip glosses?' And I'm like, 'I do.' And he says, 'Go get some.' So I started giving them out," she continued. "It became a thing."Brown, 66, is intrinsically tied to makeup both personally and professionally. She formed her eponymous brand in 1991, sold the company to Estée Lauder in 1995 for <a target="_blank" href="https://www.cnn.com/style/article/bobbi-brown-beauty-brand-jones-road/index.html">a reported $74.5 million</a>, and worked on the creative side until her departure in 2016.She also famously signed <a target="_blank" href="https://www.forbes.com/sites/maggiemcgrath/2022/10/22/how-becoming-a-65-year-old-tiktok-sensation-has-reinvigorated-makeup-mogul-bobbi-brown/?sh=110481e91daa">a noncompete agreement</a> in 1995 that prevented her from creating cosmetics for 25 years — the weight of which truly hit her on that fateful Halloween night.<div type="image" title="Bobbi Brown at her Jones Road office." height="2000" width="1333" msid="107124307" hostid="261"></div>After years of giving makeup to trick-or-treaters, Brown knew that candy would never cut it again. But without a beauty brand behind her, she panicked. So, in October 2020 — the month her noncompete dissolved — she manufactured a batch of lip glosses and gave away 2,500 during the holiday.Those freebies became the precursor to Jones Road, her current beauty brand, which offers a full range of simple makeup that helps people emphasize their natural beauty.And Brown knows how to create something that stands the test of time.Brands like <a target="_blank" href="https://www.businessinsider.com/why-becca-cosmetics-is-closing-going-out-of-business-2021-2">Becca Cosmetics</a> and <a target="_blank" href="https://www.businessinsider.com/skin-care-brand-clarisonic-is-shutting-down-2020-7">Clarisonic</a> have gone out of business, influencers like Jeffree Star and James Charles have fallen from grace, and trends now change quicker than you can try them. But through it all, <a target="_blank" href="https://www.businessinsider.com/how-jones-road-beauty-went-viral-on-tiktok-bolstered-sales-2022-3">Bobbi Brown</a> has never budged from her status as a beauty icon.Early fans might remember visiting Bobbi Brown Cosmetics counters at the mall, flipping through one of her nine books, or watching her beauty segments on TV in the early 2000s.If you're Gen Z, your introduction to Brown might have been on TikTok, where she often shares tutorials and <a target="_blank" href="https://www.businessinsider.com/makeup-artist-responds-tiktok-foundation-controversy-2022-5">playfully claps back</a> at influencers who use her products incorrectly.So, how has Brown weathered the storm of the ever-changing beauty industry? During an hourlong Zoom call with Brown, I learned that whatever her secret is, she makes it look easy."I never think: 'I did it.' I think: 'I'm doing it,'" she told BI.<div type="image" title="Bobbi Brown on set for Jones Road." height="1333" width="2000" msid="107116016" hostid="261"></div><h2>The power of Bobbi Brown</h2>Whereas Bobbi Brown Cosmetics could stand on its own in the '90s and early 2000s, Jones Road was created in an industry overwhelmed with beauty brands from every celebrity, influencer, and makeup artist.You might recognize its <a target="_blank" href="https://www.jonesroadbeauty.com/products/miracle-balm">Miracle Balm</a> blush and highlighters from the pages of Allure or its bestseller <a target="_blank" href="https://www.jonesroadbeauty.com/products/what-the-foundation">What the Foundation</a>, which went viral on TikTok in 2022."Jones Road, it's not a 'no-makeup' makeup brand. It's hard to describe," Brown told BI, though she notes that "no one" does the "no-makeup" look better than her brand.A more accurate description might be that Jones Road offers products Brown would use on herself and anyone sitting in her makeup chair. They're easy to use, light on the skin, and always tested by Brown."Today, I put on a new eye shadow that we're working on, and I don't like it at all," she said. "Luckily, I get to walk in and say, 'It's too pink. Look at it.'" Despite Brown's expertise and legacy, was it enough to give Jones Road a leg up? As it turns out, yes.Brown's son and Jones Road CMO Cody Plofker told BI that it became clear that something was missing from the beauty industry when Brown began posting on TikTok."I actually thought we were pretty late to TikTok, and the lighting on my phone was so bad," Plofker said. "The first thing we recorded her saying was, 'I'm here. What questions do you have for me?' And I thought we would get five people asking questions. We got several hundred within the first hour." And Brown is more than aware of her value. It's one of the reasons Jones Road doesn't solely rely on traditional influencers to promote its products — something she was encouraged to do by former employees but firmly refused."We definitely don't do what the other brands do because, No. 1, they have me," she told BI.<div type="image" title="Bobbi Brown does makeup for Jones Road." height="2000" width="1333" msid="107124309" hostid="261"></div>And the influencers that Jones Road does work with, she said, aren't your traditional Instagram makeup artists."When I saw the content of girls with nails out to here digging their hand in Miracle Balm or doing makeup that was so over the top, I just was like, 'No, no, no, no, no, we can't do this. There's got to be people out there who are on brand.' And we found them."Those "organic finds," as she told BI, have included <a target="_blank" href="https://www.jonesroadbeauty.com/blogs/beauty/bobbi-browns-beauty-school-the-bold-lip">a local restaurant hostess</a>, someone she <a target="_blank" href="https://www.elle.com/beauty/makeup-skin-care/a44794986/bobbi-brown-jones-road-interview/">met at a farmers market</a>, and a "white-haired wisdom who started as a fitness influencer."With that authenticity, it's probably not surprising that Jones Road had a "tremendous year" in 2023, Plofker told BI.Plofker didn't share specific revenue numbers while speaking with BI. A tiny peek into the brand's popularity comes from the brand's website engagement. According to <a target="_blank" href="https://www.similarweb.com/blog/insights/">Similarweb</a>, a software company that analyzes internet traffic, the Jones Road site reached more than 850,000 visits in November 2023.Industry sources estimate that Jones Road earned $20 million in revenue in 2021, tripled that number in 2022, and came close to doubling the total in 2023. BI couldn't independently confirm that estimate.The brand exclusively sells its products online, at its three stores across New Jersey and New York, and at one beauty counter in London.<h2>'I figure I'm going to live to 100'</h2>Brown partially credits her success to her morning routine.It usually starts around 6 a.m. when she's awoken by her husband or dogs. She drinks two "very big" glasses of water with Athletic Greens supplements and a double Nespresso with half and half.Then, it's time for Brown to relax."I go right back upstairs with my iPad and get in bed to read the paper," Brown said. "My business coach says that's a terrible idea, but I can't help it. I really enjoy it."One thing she doesn't do, maybe surprisingly, is spend much time on her makeup."I literally do it in the car," she said. "I do my makeup from my house to my office, which takes me about four minutes."She's nothing like the influencers all over your TikTok feeds. There's no massive room in Brown's home with Ikea furniture filled to the brim with beauty products."I have an empty Hermès shoebox that I throw everything into, and when the box kind of has too much stuff, I just give it away and start all over again," she said.Another big part of Brown's life is fitness. She either runs or takes a workout class throughout the week — hip-hop dance, to be exact."I was in a hip-hop class, and everyone was talking about what year they were born," Brown recalled. "Someone was born in '88, they're 30 something, and I said '57. This lady turned around and said, 'You do not look 57.' I said, 'No, lady. I was born in '57. I'm 66.' And she was like, 'I don't understand how and why you're here.'""Sometimes my body asks me the same question, but I don't think about age," Brown added. Instead, she thinks about getting older in other ways — mostly in terms of gratefulness."Two of the best days of my life were my oldest two sons' weddings. Now my Thanksgiving table has each of their in-laws and their families," she told BI. "I feel so rich having that in my life, and certainly a granddaughter. I didn't think I was going to be one of those crazy people, but I totally am."But even as a grandma, Brown feels — and acts — younger than her years."I figure I'm going to live to 100, so I'm in the teenage years of the second half of my life," she said.So what's her secret? In Brown's case, the answer is simple. The makeup icon has always been — and remains — true to herself. As her Instagram handle states, she's <a target="_blank" href="https://www.instagram.com/justbobbidotcom/?hl=en">just Bobbi</a>."I'm my happiest when I'm comfortable in my skin, comfortable in my clothes, and in a situation where I don't have to worry about anything," she said. "I still do all the New York things, but as soon as I go through that tunnel, my hair's in a little scrunchie, my clogs are on, my makeup is wiped off, and I really feel like myself."

Bobbi Brown is still living a life of luxury and lipstick &mdash; and it's all on her own terms 

<ul class="summary-list"><li>YouTuber Jaclyn Hill has faced controversy after announcing she was adopting a stray cat.</li><li>Rumors started to circulate that she was holding someone else's cat hostage, she said.</li></ul>Controversial beauty YouTuber Jaclyn Hill is stirring up conversation yet again thanks to her newly-adopted kitten, Marty. On January 13, a thread was posted on the <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/10bd2eh/jaclyn_hill_adopted_a_stray_cat_but_she_doesnt/" target="_blank" rel="noopener">Reddit forum r/BeautyGuruChatter</a> saying that Hill had shared the adoption on Instagram.A user by the name of r/tllallyrfrnds shared a screenshot of what appeared to be an Instagram story posted by Hill's account, responding to a question asking why she wouldn't allow the cat to enter her home."I am insanely allergic to cats," the text read, adding that her two dogs, Lolli and Tipsy, would "literally end up killing her," and provided a third reason: "I don't want her clawing my furniture and I refuse to de-claw her because it's inhumane."While that led some Redditors to remark that Hill should find the cat a more suitable home, she nevertheless forged onward in her care for Marty — in a follow-up Instagram story seen by Insider she said she was attempting to teach the cat not to claw on her Restoration Hardware furniture.But speculation reached a crescendo on January 20, when a separate Reddit <a href="https://www.reddit.com/r/BeautyGuruChatter/comments/10gvy9r/seems_like_the_stray_cat_jaclyn_hill_has_been/" target="_blank" rel="noopener">thread</a> was posted by a user who goes by u/maximeadriana, titled, "Seems like the stray cat Jaclyn Hill has been keeping may not be a stray cat after all." It received almost 200 comments as people debated the accusation.On January 23, a commentary influencer who goes by Rich Lux shared a further purported screenshot from Hill's account. The image showed text that said someone had claimed Marty was their cat, and not a stray. "Hundreds, possibly thousands" of people then chimed in as the rumor snowballed, accusing Hill of stealing someone's cat, <a href="https://twitter.com/RichLux713/status/1617594446371262464?s=20&amp;t=sGtHsiplYDvswYanXgnvwQ" target="_blank" rel="noopener">according to the text in the purported screenshots.</a>Replies to the tweet also included people continuing to speculate that the cat had an owner. In a subsequent <a href="https://www.instagram.com/p/CnxTi-Co7dp/?hl=en" target="_blank" rel="noopener">Instagram post</a>, Hill recorded what appeared to be a trip to the vet to disprove allegations "that I am holding this cat hostage," she said. In the video, Hill showed a person scanning Marty for a microchip, while another person in what appeared to be a waiting room suggested Hill film the events as "evidence.""The internet thinks that I am lying," Hill said in the video. "There are witnesses! There is no microchip. It makes me emotional — I want to cry. I'm not an asshole.""She is a stray cat who chose us," she wrote in the post's caption. "Sometimes people can be so cruel over the internet that I even begin to question myself." Hill did not respond to Insider's request for comment. Hill, 32, launched her YouTube channel in 2011 and has amassed 5.6 million subscribers.As one of the early creators in the beauty space, she helped popularize influencer product collaborations alongside brands including Becca and Morphe, eventually leading to the launch of her own brand, Jaclyn Cosmetics. Hill has also weathered numerous scandals throughout her long career — including launching lipsticks that some customers complained were covered in a strange, white fuzz."I don't care anymore," <a href="https://www.insider.com/jaclyn-hill-beauty-influencer-interview-2022-7">Hill told Insider in July</a> of her critics and controversies. "My products are amazing now, so moving on."

A YouTuber said she adopted a stray cat. Within days viral conspiracies emerged, forcing her to deny she's holding it hostage: 'There are witnesses!'

<ul class="summary-list"><li><keyword id="11898950" type="UNKNOWN" weightage="60" keywordseo="kylie-jenner" source="Orion">Kylie Jenner</keyword> said her daughter <keyword id="11910747" type="UNKNOWN" weightage="60" keywordseo="stormi-webster" source="Orion">Stormi Webster</keyword> hasn't stopped talking about riding a school bus. </li><li>So, the 3-year-old's father <keyword id="11910746" type="UNKNOWN" weightage="60" keywordseo="travis-scott" source="Orion">Travis Scott</keyword> surprised her with a bus of her own. </li><li>Jenner shared photos of Stormi with the bus on her Instagram story on Tuesday. </li></ul><a href="https://www.insider.com/category/travis-scott">Travis Scott</a> recently gifted his and <a href="https://www.insider.com/category/kylie-jenner">Kylie Jenner</a>'s 3-year-old daughter <a href="https://www.insider.com/category/stormi-webster">Stormi Webster</a> a full-sized school bus.On Tuesday, Jenner, 24, explained on her Instagram story that Stormi had previously begged her parents to let her ride a school bus. So, the "Sicko Mode" rapper, 30, surprised his daughter with an authentic vehicle of her own. "all stormi has been talking about is riding a big yellow school bus. daddy surprised her," the Kylie Cosmetics founder wrote, sharing photos of Stormi exploring the bus. Neither Jenner nor Scott has confirmed whether the rapper rented or purchased the vehicle.<div type="image" title="kylie jenner stormi" height="900" width="1200" msid="85642365" hostid="261"></div>It's not the first time the reality star and the artist have showered Stormi with luxurious presents. Last year, Jenner gifted her daughter a <a href="https://www.insider.com/kylie-jenner-stormi-hermes-backpack-school-first-day-reactions-backlash-2020-10">$12,000 Hermes backpack</a> in celebration of her first day of homeschool.However, the parents' lavish gestures for their sole child still continue to evoke strong reactions from fans. After seeing photos of Stormi roaming around an empty school bus, many people ridiculed the <keyword id="11897677" type="UNKNOWN" weightage="60" keywordseo="celebrities" source="Orion">celebrities</keyword> and accused them of using their money to simulate a "middle class" experience.Others thought Scott's surprise for his daughter was thoughtful and sweet. They reasoned that they, too, would go out of their way to make their kids' wishes into reality if they had the rapper's means. And for many, the toddler's interest in school buses seemed comical considering their own less-than-glamorous memories of traveling to and from school on the vehicles as kids. Stormi is reportedly <a href="https://www.insider.com/kylie-jenner-pregnant-second-baby-reports-travis-scott-2021-8">expecting her first sibling</a>, as multiple outlets recently confirmed that Jenner is pregnant with her and Scott's second child. An unnamed source told <a href="https://www.eonline.com/news/1299734/pregnant-kylie-jenners-daughter-stormi-webster-so-excited-about-baby-no-2">E! News</a> that Stormi is "fully aware there is a baby coming and she is so excited.""She is always asking questions and wanting to touch Kylie's stomach, it's really cute," the source added.

Kylie Jenner says all daughter Stormi 'has been talking about' is riding a school bus, so Travis Scott got her one for herself

<a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> writes about products and services to help you navigate when shopping online. <keyword id="79969" type="ORGANIZATION" weightage="60" keywordseo="insider">Insider</keyword> Inc. receives a commission from our affiliate partners when you buy through our links, but our reporting and recommendations are always independent and objective.<div class="KonaFilter image-container display-table"><div><div class="image on-image">BECCA Cosmetics / Business Insider</div></div></div><ul class="summary-list"><li>With bronzer, getting a sun-kissed glow can be easier - and safer - than sunbathing for hours. </li><li>There are a ton of formulas and finishes, but instead of having you try them out yourself, we did all the hard work for you.</li><li>For the ultimate sun-kissed glow, <a href="http://www.ulta.7eer.net/c/196318/164999/3037?subId1=biipgf042618bestbronzers&amp;u=https%3A%2F%2Fwww.ulta.com%2Fsunlit-bronzer%3FproductId%3DxlsImpprod15841047" target="_blank" rel="noopener">Becca's Sunlit Bronzers</a> are our top pick for their creamy powder formula and blendability.</li></ul>Whether you have fair skin like me and want a radiant, sun-kissed color all year round, or you're trying to maintain a post-vacation glow, bronzer should be a must-have product in your makeup arsenal. But before we even get to the products themselves, application is key. Use a big, fluffy brush to sweep bronzer almost like you're writing the number 3, starting from your temples, going under cheekbones, and finishing along the jawline. You can also use what's left over on the brush across your nose and chin, and make sure you blend it out to your ears and neck too. Less is definitely more so don't cake product onto the brush, but build up the color instead.Bronzing powders with a matte finish are ideal in the winter months and can also be used as a contour powder, while bronzers with a shimmer are great in the summer to maintain a glow or to give you some sparkle for a night out. There are a lot of bronzers out there but some can be too shimmery or sparkly, others might make you look like an Oompa Loompa or even like you've just done Tough Mudder. That's why we've gone through hundreds of expert and buyer reviews to find the best bronzers, and then tried and tested them for ourselves to see if they live up to the hype. <h3>Here are the best bronzers in 2019:</h3><ul class="summary-list"><li>The best bronzer overall: <a href="http://www.ulta.7eer.net/c/196318/164999/3037?subId1=biipgf042618bestbronzers&amp;u=https%3A%2F%2Fwww.ulta.com%2Fsunlit-bronzer%3FproductId%3DxlsImpprod15841047" target="_blank" rel="noopener">Becca Sunlit Bronzer</a></li><li>The best bronzer for fair skin: <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=2417&amp;u1=biipgf042618bestbronzers&amp;murl=https%3A%2F%2Fwww.sephora.com%2Fproduct%2Fmatte-radiance-baked-powder-compact-P379031" target="_blank" rel="noopener">Laura Mercier Matte Radiance Powder</a></li><li>The best bronzer for medium and deep skin: <a href="http://go.redirectingat.com/?id=35871X943606&amp;xcust=biipgf042618bestbronzers&amp;url=https%3A%2F%2Fwww.ulta.com%2Fhoola-matte-bronzing-powder%3FproductId%3DxlsImpprod820346" target="_blank" rel="noopener">Benefit Cosmetics Hoola Matte Bronzing Powder</a></li><li>The best bronzer under $10: <a href="http://go.redirectingat.com/?id=35871X943606&amp;xcust=biipgf042618bestbronzers&amp;url=https%3A%2F%2Fwww.ulta.com%2Fbaked-bronzer%3FproductId%3DxlsImpprod17081059%26sku%3D2519995" target="_blank" rel="noopener">Milani Baked Bronzer</a></li><li>The best all-natural bronzer you can buy: <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=38138&amp;u1=biipgf042618bestbronzers&amp;murl=https%3A%2F%2Fwww.birchbox.com%2Fproduct%2F9969" target="_blank" rel="noopener">W3LL People Bio Bronzer</a></li><li>The best liquid bronzer you can buy: <a href="https://click.linksynergy.com/deeplink?id=EHFxW6yx8Uo&amp;mid=2417&amp;u1=biipgf042618bestbronzers&amp;murl=https%3A%2F%2Fwww.sephora.com%2Fproduct%2Fcustom-enhancer-drops-P409765%3FskuId%3D1826957" target="_blank" rel="noopener">Cover FX Custom Enhancer Drops</a></li></ul>Updated 5/30/19 by Jada Wong: Updated copy, formatting, prices, links, added Benefit Hoola Matte Bronzing Powder as our best bronzer for medium and deep skin, and swapped our best gel bronzer pick as it was discontinued for Cover FX Custom Enhancer Drops as our pick for best liquid bronzer.<a href="http://e.businessinsider.com/join/ci/insider-picks">Subscribe to our newsletter.</a> Find all the best offers at our <a href="https://coupons.businessinsider.com/">Coupons page</a>. Disclosure: This post is brought to you by the <a href="http://www.businessinsider.com/insiderpicks">Insider Picks</a> team. We highlight products and services you might find interesting. If you buy them, we get a small share of the revenue from the sale from our commerce partners. We frequently receive products free of charge from manufacturers to test. This does not drive our decision as to whether or not a product is featured or recommended. We operate independently from our advertising sales team. We welcome your feedback. Email us at insiderpicks@businessinsider.com.

The best bronzers you can buy

<ul class="summary-list"><li><keyword id="365825" type="COMPANY" weightage="60" keywordseo="Lizzo">Lizzo</keyword> wore a "vote" minidress to the 2020 <keyword id="656993" type="PERSON" weightage="60" keywordseo="Billboard-Music-Awards">Billboard Music Awards</keyword> on Wednesday.</li><li>Her dress, which had a single long sleeve, was custom-made for her by Christian Siriano.</li><li>One day before the event, Lizzo dressed as Uncle Sam in an American flag crop top and patriotic hat to encourage her fans to vote.</li><li>Celebrities including Bella Hadid and Mandy Moore have also worn voting-themed attire in recent weeks.</li></ul><a href="https://www.insider.com/category/lizzo">Lizzo</a> encouraged people to vote with her latest red-carpet look.The "Truth Hurts" musician attended the Billboard Music Awards on Wednesday, and took home the Top Song Sales Artist award. For her acceptance speech, Lizzo walked onstage wearing a black minidress with a single long sleeve on her right arm.The dress, which was <a href="https://www.instagram.com/p/CGWO3BbHxiS/?utm_source=ig_web_copy_link">custom-made by Christian Siriano</a> and <a href="https://www.instagram.com/p/CGWQtfch1Fo/?utm_source=ig_web_copy_link">styled by Marko Monroe,</a> was covered in a white print that said "vote."<div type="image" title="lizzo" height="2000" width="1333" msid="78685527" hostid="261"></div>On Instagram, Siriano described Lizzo as one of his "favorite muses." <a href="https://www.instagram.com/p/CGWJJzMntGG/?utm_source=ig_web_copy_link">He also said he was honored</a> to create her custom look."An honor to create for this unbelievable and beautiful women tonight," the designer wrote. "LIZZO you are an inspiration. #VOTE #bbmas #lizzo @marko_monroe ."The rest of Lizzo's awards-show look included strappy black sandals and <a href="https://www.instagram.com/lorraineschwartz/">jewels from Lorraine Schwartz</a>. Her hair, on the other hand, was <a href="https://www.instagram.com/p/CGWQDSkh91Q/?utm_source=ig_web_copy_link">styled by Shelby Swain</a>, and her makeup was done by <a href="https://www.instagram.com/iwantalexx/">Alexx Mayo</a>. On Instagram, Mayo detailed the step-by-step process he used to create Lizzo's glowing look.He said he first prepped her skin <a href="https://www.instagram.com/p/CGWSE-QjRTQ/?utm_source=ig_web_copy_link">with products from Glow Recipe</a>, and then <a href="https://www.instagram.com/p/CGWRc-kjqBx/?utm_source=ig_web_copy_link">used a full range of Becca Cosmetics</a> products for her makeup.Lizzo also used her manicure to encourage voting. On the red carpet, she held up her hand to reveal that she had "vote" written across the nail on her ring finger.<div type="image" title="lizzo nails" height="1028" width="1371" msid="78685530" hostid="261"></div><a href="https://www.insider.com/billboard-lizzo-acceptance-speech-suppression-vote-dress-2020-10">During her acceptance speech</a>, Lizzo said she's been "thinking a lot about suppression," and encouraged people to try their best to "remain true to who you are." She also urged people to share their power through "music, protest, or your right to vote."Just one day before her awards-show appearance, Lizzo used <keyword id="6" type="ENTERTAINMENT" weightage="60" keywordseo="fashion">fashion</keyword> to talk about voting once again. <a href="https://www.instagram.com/p/CGSrSd5BBxi/?utm_source=ig_web_copy_link">She put her own twist on Uncle Sam's classic look</a>, wearing a white button-up shirt, American flag-print crop top, blue blazer, and a patriotic top hat."Hey YOU," Lizzo wrote. "Have you felt the same disconnect from this country? Have YOU felt like this nation is your house but not your home? It's because we are on stolen land trying to live within laws written by white men FOR white men in 1787.""I see YOU using your power of protest and your freedom of speech," she continued. "I see YOU unlearning the narrow scope of our history and seeking the truth. IT'S TIME TO USE YOUR RIGHT TO VOTE. WE NEED YOU."Lizzo is one of many celebrities to mix politics and fashion in recent weeks.Over the weekend, Mandy Moore shared a glimpse at <a href="https://www.insider.com/mandy-moore-voting-outfit-photos-2020-10">her "voting uniform"</a> on Instagram, which was comprised of $695 boots and a $195 T-shirt — both of which said "vote." <a href="https://www.insider.com/bella-hadid-new-hairstyle-photos-2020-10">Bella Hadid, on the other hand, wore</a> an <a href="https://evolvetogether.com/products/i-am-a-voter-7-face-masks">$8.75 "I am a voter" mask</a> while walking around New York City on October 6.Politicians have also gotten in on the trend. <a href="https://www.insider.com/jill-biden-wears-vote-boots-stuart-weitzman-2020-9">Jill Biden wore the popular Stuart Weitzman "vote" boots</a> while voting in Delaware's state primary last month, and <a href="https://www.insider.com/michelle-obama-vote-necklace-dnc-where-to-buy-2020-8">Michelle Obama previously donned a $430 "vote" nameplate necklace</a> for the first night of the Democratic National Convention. Representatives for Christian Siriano did not immediately respond to Insider's request for comment.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/mandy-moore-voting-outfit-photos-2020-10">Mandy Moore shared photos of her 'voting uniform' that includes $695 boots and a $195 T-shirt</a></li><li><a href="https://www.insider.com/jill-biden-wears-vote-boots-stuart-weitzman-2020-9">Jill Biden's $695 'vote' boots are selling fast days after she wore them in public</a></li><li><a href="https://www.insider.com/michelle-obama-vote-necklace-dnc-where-to-buy-2020-8">Michelle Obama wore a necklace that says 'vote,' and now people are rushing to buy the statement piece</a></li><li><a href="https://www.insider.com/meghan-markle-says-you-are-complicit-if-you-dont-vote-2020-8">Meghan Markle said that if you don't vote in the coming US presidential election, you're 'complicit'</a></li></ul>

Lizzo made a statement in a 'vote' minidress and matching nails at the Billboard Music Awards

<ul class="summary-list"><li><keyword id="9313623" type="UNKNOWN" weightage="60" keywordseo="jackie-aina">Jackie Aina</keyword> showed how drastically <keyword id="6354629" type="UNKNOWN" weightage="100" keywordseo="beauty">beauty</keyword> <keyword id="15467" type="COMPANY" weightage="60" keywordseo="trends">trends</keyword> have changed since 2010 in her latest YouTube video.</li><li>According to the <keyword id="2803176" type="PERSON" weightage="60" keywordseo="YouTuber">YouTuber</keyword>, bright highlighter, matte foundation, and more have declined in popularity as people become interested in "lighter" and "cleaner" <keyword id="29496" type="PERSON" weightage="60" keywordseo="Makeup">makeup</keyword>.</li><li>As seen in recent YouTube videos and on red carpets, people seem to favor the "no-makeup" makeup look in 2020.</li><li>The COVID-19 pandemic has also played a big role in the shift of beauty trends, as people are staying home and wearing less makeup.</li></ul>Makeup trends are drastically different today than they were 10 years ago.For proof, just look at <a href="https://insider.com/category/jackie-aina">Jackie Aina's</a> latest YouTube video, titled "<a href="https://youtu.be/nUc1ERRw0pA">2010 Makeup vs 2020 Makeup</a>." On Wednesday, the beauty YouTuber discussed how her makeup routine has evolved since she started her channel more than a decade ago.While she couldn't use the exact products she loved back then, Aina tried to mimic the trends that were previously popular. On the left side of her face, she wore a 2010-inspired foundation, highlighter, and more, while wearing the 2020-inspired "no-makeup" makeup look on the right.<h2>Bright highlighter and matte foundations are trends of the past, according to Jackie Aina</h2>Aina began her video by saying that when she started her YouTube channel in 2009, "heavy makeup" was extremely popular, especially when using products that had a matte finish."If you didn't work at MAC, we couldn't be friends," Aina joked. "It was like, very that kind of vibe. Everything was pretty much impacted by what Kim Kardashian and Mario Dedivanovic were doing and wearing at that time on the red carpets."To show how she embraced these trends in 2010, Aina gave herself a bold eyebrow with concealer underneath, applied black eye shadow, and wore winged liner on the left side of her face. She also applied thick false eyelashes, and layered numerous face products — including color correctors, matte foundation, translucent powder, and bold highlighter.Transitioning to her 2020-inspired look, Aina explained that while makeup was worn "really heavy" 10 years ago, it's now "a little bit lighter, a little bit cleaner.""We're going into less-is-more, skin care's cool," she said. "Full glam is still very popular in a vibe, but it's done in a different way."Aina donned matte eye shadow in neutral tones, minimal concealer, dewy foundation, and cream blush, among other products, to achieve the look.<div type="image" title="jackie aina 2020 makeup" height="1099" width="1465" msid="78707523" hostid="261"></div><h2>Makeup trends are seemingly becoming more natural in 2020</h2>Aina's 2010-inspired makeup perfectly mirrored celebrity beauty trends from the early aughts. As Aina mentioned in her video, <a href="https://www.insider.com/photos-kim-kardashians-beauty-evolution-2017-9">Kardashian West</a> and her makeup artist Dedivanovic were pioneers of the sculpted face and heavy eye-makeup trends from that era.<div type="image" title="kim kardashian 2012" height="998" width="1331" msid="78707527" hostid="261"></div>YouTubers, on the other hand, were largely responsible for pushing vibrant lipsticks and heavy highlighters into the mainstream. Jaclyn Hill was one of many internet stars to do so in 2012, sharing <a href="https://youtu.be/RiIL_AbzoeU">a tutorial</a> that helped viewers achieve matte skin, bold eyebrows, glowing cheeks, and more.Now, however, celebrities seem to prefer a more natural look, even at the most glamorous events. <a href="https://www.insider.com/billboard-music-awards-lizzo-wears-vote-dress-2020-10">Lizzo recently donned 2020-inspired makeup trends</a> at the Billboard Music Awards.Her makeup artist <a href="https://www.instagram.com/iwantalexx/">Alexx Mayo</a> first prepped her skin <a href="https://www.instagram.com/p/CGWSE-QjRTQ/?utm_source=ig_web_copy_link">with products from Glow Recipe</a>, and later <a href="https://www.instagram.com/p/CGWRc-kjqBx/?utm_source=ig_web_copy_link">used a full range of Becca Cosmetics</a> products to give her glowing cheeks, natural-looking eyebrows, light eye makeup, and neutral lips.<div type="image" title="lizzo makeup" height="930" width="1240" msid="78707529" hostid="261"></div>YouTubers like <a href="https://www.youtube.com/channel/UC0qI3HpiBua75glb4RV5mWA">Samantha Ravndahl</a> and Aina are also leaning into simpler beauty trends, like <a href="https://youtu.be/wcxzcwNUP8E">the "no-makeup" makeup look</a>, where you apply minimal products for sheer and glowing coverage.<h2>The COVID-19 pandemic has played a big role in the decline of popular beauty trends</h2>While natural-looking makeup started to <a href="https://www.insider.com/beauty-trends-people-will-stop-wearing-2019-12">become popular before the start of the year</a>, the COVID-19 pandemic and social-distancing measures have further <a href="https://www.businessinsider.com/coronavirus-quarantine-self-isolation-boosts-skincare-2020-3">pushed people away from makeup and into skin care</a>.In a March report from data company <a href="https://poshly.com/">Poshly</a>, it's revealed that both cosmetic retailers and beauty service workers have been facing unprecedented challenges to keep their businesses running as usual.As a result of salon closures, people turning to DIY treatments, and dwindling interest in wearing makeup each day, <a href="https://www.insider.com/how-beauty-industry-will-change-post-coronavirus-2020-3">Poshly CEO Doreen Bloch previously told Insider</a> that consumers might become less reliant on beauty professionals — and their favorite beauty products — as a result of the pandemic.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.insider.com/beauty-trends-people-will-stop-wearing-2019-12">8 beauty trends people will stop wearing by 2020</a></li><li><a href="https://www.insider.com/how-beauty-industry-will-change-post-coronavirus-2020-3">The coronavirus could majorly impact the beauty industry in the future, as people turn to DIY services at home</a></li><li><a href="https://www.insider.com/luminaries-jackie-aina-beauty-inclusive-2020-10">Jackie Aina has taken the beauty industry by storm. The YouTube star isn't stopping there.</a></li><li><a href="https://www.insider.com/kylie-jenner-gets-makeover-from-her-mom-2020-10">Kylie Jenner got a makeover from her mom, and she said she'd only wear it in public if she 'absolutely had to'</a></li></ul>

YouTuber Jackie Aina showed how drastically beauty trends have changed since 2010

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div>Kylie Jenner has a ridiculously intensive makeup routine.The 18-year-old used her <a href="https://www.instagram.com/p/BHuHEM2g9uw/?taken-by=kylizzlesnapchats&amp;hl=en">Snapchat Monday</a> to document the entire 15-step process she goes through, though it's unclear if this is every day or just for special outings.The products she uses include Make Up Forever Ultra HD, Naked Skin's One and Done, Becca Ultimate Coverage Concealing Cream, Nars Radiant Creamy Concealer, Chanel Double Perfection Lumière, and more.According to Elle, that's more than $378.50 <a href="http://www.elle.com/beauty/makeup-skin-care/news/a37712/kylie-jenner-makeup-routine-snapchats/" target="_blank">worth of products</a>.&#xa0;Fun fact: You could get a <a href="https://www.kayak.com/flight-routes/Boston-Logan-International-BOS/Paris-PAR" target="_blank">flight from Boston to Paris</a>&#xa0;for that amount.Jenner uses multiple concealers on every part of her face, including above and under her eyebrows for definition, as well as directly under her eyes. After applying all of the concealer, she blends it in and rinses her beauty blender with water.&#xa0;<div> </div>Other aspects of her routine include contouring, eyebrow gel, the full eye makeup, and of course, she finishes with her lips. And yes, she does use products from her very own Kylie Cosmetics.Some viewers enjoyed watching her tutorial.<div></div>&#xa0;<div></div>But others were disappointed.<div></div>&#xa0;<div></div>Not many people have the time or money to follow Jenner's full makeup routine, and while it's fairly ridiculous, it is awesome that she shared it with her fans and followers. Her Snapchats showed her normal skin and let viewers know that the flawless look isn't simple.You can watch her <a href="https://www.instagram.com/p/BHuHEM2g9uw/?taken-by=kylizzlesnapchats&amp;hl=en" target="_blank">entire routine</a> on an Instagram account that reposts her snaps. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/freaky-stress-ball-filled-with-slime-2016-6">There's a freaky stress ball that is filled with slime</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="xoZ2hnNDE65751PSZ4JzUxpJiI7evIhp" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Kylie Jenner has an intricate 15-step makeup routine that is astounding and ridiculous

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>The NBA this week became the latest in a slew of foreign brands who have landed in hot water in China.</li><li>Dozens of Western brands have angered Chinese consumers with their marketing or public statements, and many still appear to be struggling to learn their lesson at high costs.</li><li>Though the mistakes range from apparently racist ad campaigns to a failure to represent China's perceived borders, it all boils down to one fundamental misstep, experts told Business Insider - a lack of respect.</li><li>"People underestimate what the Chinese consumer feels and thinks," said Fenella Barber, founder of Bao business-relations advisory. "We assume from the West that this authoritarian state is sitting heavy on China [...] there's just more to the debate than that."</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul>The NBA faces a billion-dollar crisis in China as all of the league's partners in the country <a href="https://www.businessinsider.com/nba-china-feud-china-partners-suspend-ties-over-tweet-2019-10">suspended their ties</a> over Houston Rockets General Manager Daryl Morey's tweet in support of the Hong Kong protesters, and basketball fans threatened to boycott its games.The league is learning what many Western brands have in recent years - that China is an immensely difficult market to cater for.In recent months, a slew of companies from Dolce &amp; Gabbana to Marriott International have had to apologize to Chinese consumers - for reasons from displaying maps that exclude Chinese-claimed territories, to showing seemingly racist ads - or risk losing billions of dollars in revenue.<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>Some of those apologies have failed to stick, however. D&amp;G, once a popular brand among China's middle class, has suffered from <a href="https://www.weareresonate.com/2019/07/lionel-messi-slammed-for-wearing-500-dolce-gabbana-chinese-pig-shirt/">weak sales</a> in the country for months after the fashion house depicted a Chinese model <a href="https://www.insider.com/dolce-and-gabbana-cancels-shanghai-show-after-founder-ads-mock-chinese-2018-11">struggling to eat Italian food with chopsticks</a> in a November 2018 ad campaign.Business Insider spoke to two experts to understand why China is such a fragile market, and why so many Western brands still appear to be struggling in the country. Both declined to directly discuss Chinese <keyword id="6358883" type="UNKNOWN" weightage="100" keywordseo="politics">politics</keyword> due to the sensitive nature of their work.<h2>'It's about respecting your market'</h2>Here are some <a href="https://www.businessinsider.com/western-companies-apologize-china-communist-party-list-2019-10">examples of how brands have landed in hot water</a> in China in the past year alone:<ul><li>D&amp;G's ad campaign last year appeared to mock Chinese culture. Amid the backlash a woman also published screenshots appearing to show co-founder Stefano Gabbana making racist comments about Asians.</li><li>Brands including Versace, Swarovski, and Calvin Klein referred to Hong Kong, Macau, and Taiwan as Chinese territories. (Hong Kong and Macau are semi-autonomous Chinese cities. Taiwan is a self-governing island which China claims as its own.)</li><li>Tiffany &amp; Co published an ad campaign that depicted a Chinese model striking a pose similar to a symbol of the Hong Kong protests. Though the company said the photograph was shot in May - before the protests even began - the campaign was released in October, at the height of the tensions.</li></ul>All of these cases show one fundamental misstep done by the brands, Chinese consumer experts say: They all appeared to show a lack of respect and knowledge of the country's culture and politics.<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>The majority of Chinese consumers are patriotic and willing to punish people who mock them - like consumers in any other country would be, said Fenella Barber, the founder of Bao Advisory, a business-relations advisory based in London and Shanghai."They're [Chinese people] proud of where they've come to," Barber told Business Insider, referring to the country's economic and social development into a superpower. "If they feel put down for whatever reason by a foreign company, they're quite happy to jump on the bandwagon.""But where they [companies] are targeting the money and they do bad advertising, and to be honest, that's just a lack of respect," she said, referring to the D&amp;G ad. "They haven't really understood the market and they've done a pastiche of China in some way and expect that to work. That's just - really?"<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>The Chinese government has also weighed in on some of these controversies in the past - the Chinese Consulate in Houston criticized Morey's tweet, for example - but most of these brands had been rowing back their comments to appease consumers, rather than the Communist Party.China's leaders and citizens are particularly sensitive about issues of sovereignty - like Hong Kong, Macau, and Taiwan's perceived place in the country - and many foreign brands have had to issue apologies highlighting their respect for China's borders."[Sovereignty] is incredibly important to the Chinese people [...] so to have someone else be flippant about it" is particularly offensive to them, Barber said."Chinese soft power might not work well internationally, but it works very well at home," she added.Read more: <a href="https://www.businessinsider.com/china-media-citizens-companies-attack-85c-bakery-taiwan-president-2018-8">China is waging war against a cafe because it served coffee to Taiwan's president</a>&#xa0;"You cannot separate politics and culture any more than you can anywhere else," Domenica di Lieto, CEO of digital marketing agency Emerging Comms, told Business Insider."For example, Brexit is a political, legal, business, and social story that incorporates a range of views from other sides, with many based on inherent beliefs. People have to respect that.""It's not really political, it's about respect," she added. "It's about respecting your market and your consumers and understanding them, and understanding the motivation, and being very clear that you understand them."Barber added: "I think people underestimate what the Chinese consumer feels and thinks. They're not all put upon. I think we assume from the West that this authoritarian state is sitting heavy on China - I think there's just more to the debate than that."Di Lieto noted, however, that public criticism of brands who have shown apparent disrespect to consumers isn't unique to China. Last year, <a href="https://www.insider.com/becca-cosmetics-accused-making-white-models-hand-darker-2018-8">BECCA Cosmetics received widespread criticism on Twitter</a> after people accused it of darkening a white model's skin tone to demonstrate the deeper shades.<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><h2>The Chinese are buying on their own terms now</h2>The Chinese market can bring huge revenues - mainland consumers spent 170 billion yuan ($23 billion) on luxury goods alone in 2018, <a href="https://www.bain.com/insights/whats-powering-chinas-market-for-luxury-goods/">according to consultancy giant Bain &amp; Company</a> - but it's also one of the trickiest to capture.Foreign brands can no longer operate on the belief that just because their campaigns work in the West, they will in China too, both experts said."For a long time, people were happy to buy Western products or a Western idea," Barber said. "That's not necessarily true anymore. In China's case, things are changing, and the nuances haven't necessarily changed within the Western businesses' mindset.""China doesn't like to be seen as a cash cow," she added."China wants to be welcomed into the world and its people want to be given respect. The other thing that's often misunderstood is that Chinese don't necessarily want to buy into the whole American, Westernized dream, and the West is quite slow to catch on to that."Di Lieto also said: "For years Chinese consumers have been very patient with Western companies that have benefitted hugely from their income while not always giving appropriate consideration to their culture."But now, Barber says, "the Chinese are patriotic, nationalistic, happy to come down strong on a Western company if they upset the national image."Read more: <a href="https://www.businessinsider.com/china-reacts-nba-daryl-morey-hong-kong-tweet-2019-10">The NBA has already felt 'economic impact' from Daryl Morey's pro-Hong Kong tweet - here all the moves that have been made by China</a><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>Foreign brands are learning - at huge costs - that the speed and method of rowing back comments are affecting their market.The NBA risked billions of dollars in advertising and broadcasting rights not after Morey deleted his tweet and <a href="https://www.businessinsider.com/nba-daryl-morey-rockets-china-backlash-hong-kong-protest-tweet-2019-10">distanced the team and league</a> from his views, but after Commissioner Adam Silver <a href="https://www.businessinsider.com/china-suspend-nba-broadcasts-adam-silver-defend-daryl-morey-2019-10">defended Morey's right to freedom of expression</a>.Di Lieto said: "A lot of crises escalate because of&#xa0;a lack of apology by the right person with the right sentiment, and there's no point in an apology that sounds like you're just reading off a script either," she added."Chinese consumers will see straight through that. The same applies in all countries.""If the market is important to a company, and where the money is really big it should be ... [that] you just need to tread a bit more carefully and not to treat it so lightly, to give the time and attention to do things properly," Barber added.<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div>Some brands have foregone the Chinese markets to make a political stand, though.After Beijing banned "South Park" from the country's internet over an episode that addressed government censorship, the comedy show's writers show <a href="https://www.businessinsider.com/south-park-creators-issue-mock-apology-to-china-after-ban-2019-10">issued a mock apology</a> and <a href="https://www.businessinsider.com/south-park-takes-on-chinese-government-in-300th-episode-2019-10">wrote a new episode</a> in which character Randy Marsh says: "F--- the Chinese government.<ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/western-companies-apologize-china-communist-party-list-2019-10" data-read-more-link="" data-e2e-name="read-more-link">The NBA is in hot water after the Houston Rockets GM supported the Hong Kong protests. Here are other times Western brands caved to China after offending the Communist Party.</a></li><li><a href="https://www.businessinsider.com/nba-adam-silver-daryl-morey-hong-kong-tweet-2019-10" data-read-more-link="" data-e2e-name="read-more-link">The NBA is trying to play both sides of the controversial Hong Kong tweet and hoping their long history in China will help</a></li><li><a href="http://markets.businessinsider.com/news/stocks/why-nike-is-caught-in-the-middle-of-the-nba-s-dispute-with-china-1028591074" data-read-more-link="" data-e2e-name="read-more-link">Why Nike is caught in the middle of the NBA's dispute with China</a></li><li><a href="https://www.businessinsider.com/trump-mocks-steve-kerr-gregg-popovich-daryl-morey-china-controversy-2019-10" data-read-more-link="" data-e2e-name="read-more-link">Trump mocks NBA coaches for staying quiet on China controversy, says Steve Kerr 'was like a little boy, he was so scared'</a></li></ul><div></div>

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