Exclusive: Patrick Starrr on marketing make-up to men, pioneering indie brands and disclosing #ads

Social media sensation Patrick Starrr chats to Cosmetics Business about overcoming beauty industry snobbery, inspiring his loyal YouTube fans and why ‘influencer’ isn’t a dirty word...

Image: Brandon Lundby

Patrick Starrr, one of the internet’s original ‘beauty boys’, is an incredibly savvy self-aware marketer.

For those unversed in the world of influencers, it would be all too easy to dismiss the 29-year-old as just ‘another fluffy vlogger’, but his glamorous tutorials and inspirational “make-up is one-size-fits-all” mantra has amassed a social media following of 10 million, a figure that would make any adman reach for the champagne.

Despite landing major collaboration contracts with MAC, Benefit and NYX – not to mention celebrity guests appearing on his channel including Kim Kardashian and Naomi Campbell – Starrr reveals that respect from the beauty business did not come easily.

Early in . . .

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