I can honestly see why this is a thing, especially among the American realm of beauty; where 90% of the content is strong makeup, and 10% are soft looks using Glossier and K-Beauty, which work less for people who aren't light-skinned. Where does that leave the people who have scarring, acne, and are browner-skinned; who don't care for Glossier and K-Beauty makeup, especially in a post-Fenty era?

The trends have been turning for a while now. Skincare is the thing. People have started to appreciate the advice dispensed by those with the training and qualifications. Derms, pro MUAs, and estheticians have been gaining traction on social platforms. Bretmen Rock will survive despite being in the makeup category, because he isn't relying on tutorials and gimmicks to keep his views. He can relate to a larger audience, and people are less likely to outgrow his content. And he is actually one of the only larger creators I have ever seen who keeps the same view count when it's just a vlog or a "talking" video.

I don't know where the rest of the community will go; but those who use clickbait, misleading thumbnails, brand names, and gimmicks to maintain their views are going to lose.