Credit Instagram: @AlexisRen
Being a successful blogger in 2015 was all about the numbers: How many eyeballs your YouTube channel or blog racked up. How many Instagram followers you had. And how many show and event invites you received.
In 2017, there’s a whole new set of metrics when it comes to measuring the success of a blogger. And this is the tricky part – it hasn’t got anything to do with blogging. This year, a successful blogger is very much about what they’re doing away from their blog rather than on it.
More and more we’re seeing bloggers branch out into new territory – launching books, fashion collections, and beauty ranges. And when it comes to blogger/makeup collaborations, these pursuits are absolutely on fire – some selling out before they even go on sale (not sure how that works, but apparently it is possible). It seems the beauty industry just can’t get enough of a blogger alliance.
Below, we take a look at five of the biggest blogger collaborations set to send makeup fans in a frenzy in 2017.
Smashbox x Casey Holmes
Creating two highlighter palettes for Smashbox, YouTuber Casey Holmes was originally slated to create just the one palette for the makeup brand. After being unable to choose which colour was best, it was mutually decided to do two – Pearl and Gold. Both palettes feature three colours – two shimmery shades and one sparkly.
Morphe x Jaclyn Hill
In the works for two years, beauty blogger Jaclyn Hill has been secretly working with Morphe on the launch of an eyeshadow range – set to launch this month. Taking to Instagram to share the news, Hill reveals: “I have worked hand-in-hand with @linda_morphe perfecting my dream palette for my loving subscribers. Linda gave me complete control and I was so picky with the pigmentation, application and blendability. Our goal was to create something high quality with an affordable price.”
Anastasia Beverly Hills x Nicole Guerriero
Launching earlier this month, popular beauty vlogger Nicole Guerriero teamed up with Anastasia Beverly Hills to deliver the much-anticipated Glow Kit. Featuring six highlighting shades, the palette includes a mix of pastels, bright whites, and bronzes.
ColourPop x Alexis Ren
It came and went so fast you may have missed this collab, but here’s to hoping the limited-edition ColourPop x Alexis Ren collection makes a return. Featuring six items, the range hit shelves in mid-February and included Blotted Lip in three shades, Ultra Satin lipstick, Ultra Matte lipstick, and a pressed powder highlighter/bronzer duo palette.
MAC x 10 beauty bloggers
Not content with doing just one beauty blogger collaboration, this April sees MAC launch a collection of lipsticks created with 10 beauty bloggers from all across the world. Each blogger developed their own individual lipstick, with Australia’s own Nikkia Joy joining the likes of Laura Lee and Gabriel Zamora in the MAC makeup lab.