Years after Duxbury went viral on TikTok for her 10-pump foundation technique, creators are putting similarly polarizing makeup techniques to the test.
video, one of several recently uploaded by the Mississippi-based creator in which she demonstrates her signature base makeup routine, a combination of Bio-Oil plus a cheek and temple engulfing blush layer preluding foundation.
“We know that TikTok has made a science out of recommending dramatic fashion and beauty content,” said Michael Appler, chief operating officer and creative director at Cancel Communications, the firm which represents Trendalytics. Duxbury, he said, “built a lasting case study for how unusual makeup applications — which make for great thumbnails — can sustain and capture an audience.”
Other creators, like Kay Wright and Erin Wong have similarly reaped recent virality thanks to maximalist makeup techniques, in some videos cutting open and dumping entire foundation tubes into their palms for a single application. “I’m not sure if you guys have noticed, but any time I do my makeup, I’m always going for a natural beat,” Wright joked in her most recent video.
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