Along with the merge of social media and the beauty industry, came a change in culture. Most beauty lovers no longer get their beauty information and updates from television ads or magazines. Celebrities like Kylie Jenner and Rihanna have made their cosmetic lines known all through social media posts. This is where beauty lovers are finding their makeup advertisements.

As a result, most people are now doing their shopping online rather than in stores. Although for makeup, choosing products in store is more ideal, that usually own matters for complexion products. For items like eyeshadow palettes or lip kits, online shopping is where you can get it done. Kylie Jenner is famous for her cosmetic line website selling out of new products within minutes and she uses social media to announce these same launches. Social media has gotten rid of the everyday long lines outside of Sephora or Ulta stores.

According to this article, online makeup sales have increased by 30 percent over the last year.