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The Makeup Tutorial Makes a Comeback

As consumers demand more knowledge, professional makeup artists are replacing influencers, creating tutorials that teach valuable techniques and foster brand loyalty without the sales pitch.
A collage of three women doing their makeup
A growing number of consumers returning to the makeup tutorial to navigate the overwhelming influx of products, advice, and beauty trends that flood their feeds. (BoF Team)

Emily Meringolo Levi has had her makeup professionally done just twice in her life: once for her prom in 2012

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About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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