Beauty should be simple. There are already millions of beauty articles online and in magazines, and they are constantly churning out news stories to capture the attention of their audience. So, why is there a need for another website like ours?
On social media, content creators (and I’m being polite here) constantly post new stories. Many times, the content is reductive and not helpful.
Think bright smiles, stylish OOTDs and elegant hands holding products. Some would drown their faces in makeup foundation, concealer, and powder, while others do bizarre routines where they cover their natural glow with powder and then add highlighter to create a natural-looking glow.
And for beauty companies, why do they insist on featuring young women or older women whose faces have been extensively digitally enhanced to represent anti-ageing skincare products? How do consumers trust that this product would work?
This is why I tend to get jaded every now and then with the goings-on in the beauty industry. The evidence can be found in my Instagram Stories feed, mostly, ranting about unintelligent, ignorant, and sometimes, shocking (not in a good way) makeup and skincare habits that people do.
I have so many questions running through my head: is educational content still valid? Do people really want to know?
Do they prefer stories with clickbait headlines? Maybe another story about “9 face masks/lipstick/foundation you need NOW” (do you seriously need to put that in caps?), or “The shocking thing you should use before your eyeshadow”?
I’m not even focusing on the patriarchy-enforced femininity but just practical beauty. Last month, when I was down with a bad case of the flu, I had a lot of time to think about beauty content. We, as an industry, talk too much about beauty. At the same time, we don’t talk about it enough. Misleading beauty information has always been there. Terrible beauty advice has been around since I started out on the beauty retail floor in 2001. And I am sure, even before that.
Some examples of bad beauty advice: North Asians should not use orange makeup as this would make their warm complexions look more sallow. Fast-forwarded to today, orange is one of the hottest colours for Asians.
Also, you may have read about making your eyes appear bigger by applying white or shimmer eyeshadows on the lower lash lines. The result is quite the opposite, your eyes will look squinty. Last but not least, get your eyes to “pop” by using a lighter-than-your-skin-tone concealer all around the eyes. (By the way, this last bad beauty tip is still around.)
Conversations with my non-beauty-industry friends often turn into beauty discussions. With friends in the beauty industry from other countries, we chat about trends in their part of the world. I also receive very valid beauty-related questions from those who follow my Instagram account. Despite all the bad advice in print and digital platforms, people want useful information, with no fluff and no BS.
My flu break gave me a lot of time to think, and it inspired me to educate, fight misinformation and filter nonsense. I strongly believe that every authentic story counts to correct misconceptions. Now, more than ever, people are tired of empty reads, and I am no different. I’m not saying there aren’t other authentic voices on the Internet, but perhaps not enough.
I’m thrilled to launch Superbly with like-minded peers. This is a platform for genuine content, content that combines practical wisdom and academic theory, and reflects our experiences. Most importantly, content that is fundamentally helpful. With that, I look forward to debunking crazy ideas, and to give you effective, unbiased solutions for your human loveliness.