Paint a Better Mood? Effects of Makeup Use on YouTube Beauty Influencers’ Self-Esteem

Abstract

Although 90% of women between the ages of 18 and 29 report using makeup, research on the motivation and effects of makeup use on self-esteem is lacking. The purposes of this qualitative study is to (1) understand the effects of intrinsic and extrinsic motivation to use makeup on self-esteem, (2) explore whether makeup use may serve as a buffer for low self-esteem, and (3) explore the impact of sociocultural scripts and hegemonic beauty on self-esteem in ethnoracially diverse YouTube beauty influencers. Jacobsen’s Aesthetics of Psychology framework was used to classify narratives of nine female beauty influencers aged between 21 and 40 years from the United States and Great Britain, who self-identified as Black, Hispanic, and White. Makeup use may have a more direct effect on self-esteem if internally motivated and viewed as a mechanism for creativity, mastery, agency, and human connection. Likewise, makeup use may indirectly buffer low mood/self-esteem for those who are externally motivated to use makeup in order to avoid guilt, enhance ego, and promote audience confidence. Results elucidate the importance of motivation to use makeup and its implications for positive mood regulation/enhanced self-esteem through the development of mental health interventions involving makeup application. Findings illuminate the experiences of women in media and public domains and are particularly salient for women of color who may be more extrinsically motivated to use makeup due to hegemonic beauty standards, as Black beauty influencers reported industry disparities in pay/salary, sponsorships, and subscriber count compared with young, White influencers.

“Behind the Façade: Motivations for Cosmetic Usage by Women”

“…Unlike previous themes the current theme, fun, creativity and well-being, is a virtually unrecognized, certainly under acknowledged, motivation for cosmetic usage within the existing body of research. Indeed, the only known studies to reflect on cosmetics at least partly in this area are those by Schouten (1991), Fabricant and Gould (1993), and, more recently, Jafari and Maclaran (2014) and Tran et al (2020). For Schouten (1991), and Fabricant and Gould (1993), cosmetics are shown to be used creatively as a form of identity formation (which we discuss later) as well as a form of self-expression in which women “may engage in identity play… either in imagination or in real situations” (Fabricant & Gould, 1993, p. 540).…”

“…For Schouten (1991), and Fabricant and Gould (1993), cosmetics are shown to be used creatively as a form of identity formation (which we discuss later) as well as a form of self-expression in which women “may engage in identity play… either in imagination or in real situations” (Fabricant & Gould, 1993, p. 540). For Jafari and Maclaran (2014) makeup is recognized as a tool for enriching lives thorough creativity, and for Tran et al, (2020) whilst recognizing “the duplexity of make up use… on self esteem” (p.8), there is explicit recognition of the impact of cosmetics on self-esteem if internally motivated and used as a tool for creativity. Despite this, however, the recognition of cosmetics as tools for fun, creativity and well-being is scarce.…”

“…either in imagination or in real situations" (Fabricant & Gould, 1993, p. 540). For Jafari and Maclaran (2014) makeup is recognized as a tool for enriching lives thorough creativity, and for Tran et al, (2020) whilst recognizing "the duplexity of make up use. .…”

“…Additionally, enhancement of self-esteem through the use of cosmetics has been found to positively affect outcomes in academic performance in a simulated university examination with women wearing makeup achieving significantly higher grades than those who did not, as well as significantly higher grades than those assigned to a positive mood intervention (Palumbo et al, 2017). Interestingly, more recent social science research has shown that cosmetics may directly support self-esteem primarily when internally motivated (e.g., “as a mechanism for creativity, mastery, agency and human connection”; Tran et al, 2020, p. 1), but may equally support or undermine both mood and self-esteem when externally motivated. Cosmetics or non-surgical cosmetic procedures may also be used, however, by narcissists in their quest for attention and status through greater adornment, amongst other appearance-related cues (D’Agostino et al, 2018; Vazire et al, 2008; Wagstaff, 2018).…”

"It Feels Like Taking a Gamble": Exploring Perceptions, Practices, and Challenges of Using Makeup and Cosmetics for People with Visual Impairments

“…We know from our interview data that makeup has a strong and enduring relationship with self-image (Section 4.2.2). To help users build confidence, consider using product design to offer a calm and luxurious experience and allow users the opportunity to go over content to train up their skills [92]. To cut down on overwhelm, automatic suggestions could take the form of capsule makeup kits-neutral starter packs [6] with basics that individuals can be assured will work for them in any combination.…”