As much as I love the sweet (online) personality of Kathleen Lights, I distinctively remember grumbling a little at her way-too-long video — like fast food, these products are fast make-up, and a review on them can definitely be done in five cool minutes. I say that with conviction, because my favourite TikTok make-up artist, 22-year-old Mikayla Nogueira, clocked one minute talking about three products from the same range, and gave all the info that consumers need.
Don’t get me wrong though, it’s not so much pitting one content creator against another, but more of coming to the realisation that the growing desire for snappier content is a reflection of overall “modern-day” content consumption; and from a beauty standpoint, the trends that follow.
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