There was once a time when we’d sit behind our computer screens marvelling at the eye-wateringly expansive makeup collections of cult-favourite beauty guru YouTubers. We’d stare glassy-eyed as they filmed videos with an entire wall’s worth of beauty products glittering behind them.
The year was roughly 2010, and we would patiently watch as they’d comb through Ikea drawers filled to the brim with the same lipstick in 24 different shades, followed by a selection of innumerable blushes, brow gels, glosses, bronzers, highlighters, eyeshadow palettes and so much more. Whatever had just launched on the beauty scene, they owned in every possible hue before it had even hit the market.
