With call-out culture hitting its peak, being (rightfully) the risk of a brutal dragging through the digital mud is on the sign-up sheet for major beauty vloggers. In the past three years alone, we’ve seen the takedown of Jeffree Star, Gabriel Zamora, Laura Lee, Manny MUA, Tana Mongeau, James Charles, Tati Westbrook, and of course, the most recent: Jaclyn Hill.
In case you weren’t tuned in, a quick recap: Hill was accused of selling tainted, expired lipsticks after many buyers found hair-like fibers, holes, and teeny plastic beads within them. After coming out with an original explainer video that her viewers were far from pleased with, she ran for the hills (pun intended) and shut down all of her social media, only to return weeks later with her latest apology video.
While her video sounds like the same-old apology vid of YouTuber’s past (plus an unsolicited quote from Kurt Cobain), there is one interesting aspect: her get-up. Instead of wearing black hoodies and a makeup-free face (cc: James Charles, Laura Lee), she decided to wear a colorful top with a full face of makeup, with crying kept to an absolute minimum.
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“I didn’t want to pull the beauty YouTuber card and sit on the floor with a hoodie and no makeup, crying,” she says in her video. “I tried so hard to make sure that I had makeup on, I have a cute little top on, I have my background, we’re being professional today.”
This isn’t the first time we’ve seen a beauty guru carefully curate their appearance to elicit the desired response from fans: earlier this year, James Charles uploaded a post-apology video to tell his side of his feud with Tati Westbrook, showing receipts of text messages while staying stoic in full glam. Laura Lee also released a second apology video after she was called out for racist remarks, where she—perhaps misguidedly—also decided to pop on some false lashes and hoops.
While it’s a step-up than the same-old broken down, “woe is me” persona of yesteryear’s YouTuber apology videos, staying professional means more than your outfit. Your actions speak louder than your winged eyeliner. No matter what you wear, say, or do in a 20-minute clip, we only want one thing: you to do better.