Ahead of the UK’s first Millennial 20/20 business summit, Co-founder Rupa Ganatra discusses the increasing influence of YouTube talent in beauty
Digitally savvy millennial consumers, empowered by technology and constant connectivity, are redefining relationships within the £40bn beauty industry. Seeking a two-way dialogue and access to authentic content has led to the rise of beauty vloggers such as Zoella and Tanya Burr, who have taken YouTube by storm with their make-up and style tutorials. Besides earning tens of thousands of pounds for product placements in their videos, they have gone on to create hugely successful product ranges. So what’s the secret to their success in such a short time?