The New Face of Beauty

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For Annie Atkinson of She’s in the Glow, sifting through hundreds of products a month can be all-consuming — literally. “My boyfriend practically dies every time he steps foot into my apartment because it’s like a product explosion. It’s quite hard to keep up with it,” she says.

There’s a reason beauty brands are so eager to get their products in the hands of Atkinson and dozens of other beauty bloggers like her: These content creators are the new “it” faces in the burgeoning online world of beauty. They have a curious, loyal readership that’s valuable to brands and a trustworthy sense of taste and self-deprecating humor that’s alluring to readers.

These editors include models, such as Ruth Crilly of A Model Recommends, and former print editors turned digital wunderkind, such as Emily Weiss of Into the Gloss and Polly Blitzer who founded Beauty Blitz in 2008. Some are behind-the-scenes experts like makeup artists Robin Black of Beauty Is Boring, Lisa Eldridge and Charlotte Tilbury or celebrity nail artists such as Madeline Poole of MPNails. Even well-known digital style brands are getting into the action: Who What Wear launched Byrdie earlier this year. They are all figuring out smart new ways to present beauty products from behind a computer-screen barrier.

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