A few years ago, Australian beauty blogs were only just starting to creep on the scene. Now, some of them are pulling in phenomenal numbers and attracting the attention of consumers, brands, marketers and the media.
BD highlights four beauty bloggers and vloggers to keep an eye on...
- Nicola Donovan
Why did you decide to become a blogger?
I started my blog after my position at the magazine I was working for was made redundant. At first, it was a way for me to keep busy and continue to create content, but over time it grew into a larger community where I could interact with like-minded people and disclose all the tips and tricks I’d learnt working in the magazine industry.
What sets you apart from other bloggers?
Having experience as a beauty journalist for a print publication adds a credible voice to my posts. My content is more than just reviewing products – it’s not just my personal opinion, it goes in-depth and enlightens the reader with important and interesting information.
What would you say is your biggest strength?
I think one of my biggest strengths is my photography. I always get comments on the quality of it, and I often put as much effort into it as I do the text. I think it’s important to appeal to your readers both visually and verbally to cater for everyone’s preferences.
What’s coming up next for your blog?
I’m currently working on making videos to accompany my content, so that will be the next big step for my blog.
Do you think the beauty blogging industry in Australia will continue to grow?
Absolutely. It’s continuing to go from strength to strength, and it’s great that people are now catching onto that. The beauty blogging industry in the UK and USA is huge and I think Australia will slowly catch up.
What's coming up next for beauty blogging in Australia?
I think you will start seeing a lot more interactive content on blogs, from videos to GIFs. The more interactive your site is, the more entertaining it will be for your readers.
What are your top tips for being a beauty blogger?
Be consistent with your posts. There have been times where I haven’t been able to because of other commitments, and I noticed the difference in my blog numbers. Also, interact with your followers - they want to know about the person behind the blog!
- Madeleine Burke
Why did you decide to become a blogger?
What’s better than sharing your most loved products and tips with friends?! Blogging, for me, has been a way to take my background as a web designer and increase the feeling of sharing and chatting about some of my biggest loves to a whole new level.
What sets you apart from other bloggers?
I don’t like to take myself too seriously. Everyone loves seeing the perfectly applied make-up or hairdo, sure, but there’s something to be said for not always looking like a Victoria’s Secret model (or,in my case, never looking like a VS model!). Being able to open up to your readers and share the real you - spots and all - definitely helps.
What has been your blogging career highlight?
Starting TdM has allowed me to meet some amazing people, both in the industry and in the form of readers. Being stopped in my local supermarket by a reader who wanted to chat about my favourite products was a highlight, and being followed or regrammed by people I admire is always a bit of a “yay” moment.
What would you say is your biggest strength?
When I was getting started, my background as a web designer definitely helped. Being able to show the content I wanted in a way that I wanted gave me more confidence.
What's coming up next for beauty blogging in Australia?
I think multi-channel blogs will make more of an impact - YouTubers who also blog; bloggers with a strong social media following. Those who can share their content across multiple channels and interact with readers where it suits them will become even more popular.
What are your top tips for being a beauty blogger?
Be you, be consistent and be present. Be you - Don’t get caught up with what you think people want to read or see. You’ll do a lot better if you show the world your take on beauty rather than trying to mimic someone else’s style. Be consistent - Blogging is really hard work. Researching, planning, writing and marketing all take time. Be present - Don’t take anything for granted and enjoy every part of your experience. Celebrate your growth and the victories you have and learn quickly. Move on from anything that doesn’t quite work the way you expected.
- Mel Phillips
Why did you decide to become a vlogger?
When I first started watching beauty YouTube videos and reading blogs, I noticed there weren’t many Australians in the community. There were some great Australian brands coming on to the market, and I wanted to let people know about them and also review products that us Aussie girls have access to.
What sets you apart from other bloggers?
I don’t limit the products that I trial. I like to try both high-end and inexpensive products. Some of the ‘holy grail’ products in my make-up collection are from inexpensive brands.
What has been your vlogging career highlight?
Every day is a highlight for me. I absolutely love making videos and blogging. I talk to my subscribers and readers on a daily basis. I work with many brands on a daily basis as well, so I have continuous insight about what’s new on shelves and what’s coming soon.
What's coming up next for beauty blogging/vlogging in Australia?
Moving forward, I think many beauty blogs will become more lifestyle-focused. With my blog, I want to branch out and include posts about things other than just make-up and skincare.
What are your top tips for being a beauty blogger/vlogger?
Take great pictures. An expensive camera can help, but more importantly, it’s all about the right lighting. I use the studio lights that I film with, but natural light can be just as good - you just need to determine the best time of the day to take your pictures. And also, keep up with trends and events throughout the year. For example, make a gift guide video in early December for Christmas, film a Valentine’s Day look in early February, and even film a Katy Perry make-up tutorial when she’s in the country on tour. This just makes sure your channel and blog is up to date and relevant.
- Catherine Bouris
Why did you decide to become a blogger?
I created my blog right before starting my retail make-up and skincare course to document what I was learning and share tips and looks with others.
What sets you apart from other bloggers?
I think the fact that I’ve studied make-up sets me apart, as well as my close relationship with my readers.
What has been your blogging career highlight?
Getting published by news.com.au.
Do you think that the beauty blogging industry in Australia will continue to grow?
Yes! More and more brands and firms are starting to work with bloggers on a regular basis to the point where it's basically become the norm to do so.
What's coming up next for beauty blogging in Australia?
I think blogging will continue to gain credibility and exposure as a medium. Priceline's recent search for bloggers to work with is an example of how the medium of blogging has become so valued.
What is your top tip for being a beauty blogger?
Make sure you're passionate about it - if you're not, it can quickly become a chore rather than something you look forward to.
