The production of cosmetics and beauty products is controlled by a handful of multi-national corporations – L'Oréal, Unilever, Procter & Gamble Co. , The Estee Lauder Companies, Shiseido Company, and Lancôme to name a few. As of 2018, the French cosmetics company L'Oréal was the leading beauty manufacturer in the world, generating about 31.2 billion U.S. dollars in revenue that year. The company owns the leading personal care brand worldwide, L'Oréal Paris, valued at 28.38 billion U.S. dollars in 2019.
The cosmetic industry has benefited from the increasing popularity of social media channels such as Instagram and YouTube. These platforms are not only highly influential amongst certain groups, but create a demand for beauty products and help fill the gap between cosmetics brands and consumers. The tutorials aim to teach the viewers something about beauty, whether it is how to use a particular type of product or create a style of make-up, for example. Beauty vloggers and other independent content creators in fact produce the majority of conversations and social media buzz surrounding beauty brands on YouTube.