For the majority of Gen Zs across the world, YouTube was a foundational part of their upbringing — like a cool, well-informed teacher or a shadow parent. And for many young girls, it was an older sister: a lot of our YouTube consumption revolved around makeup tutorials, beauty influencers and a new kind of vlogging referred to as a “GRWM” (Get Ready With Me).
Hours and hours of women and girls’ lives have been spent watching someone chat candidly to the camera while they apply contour and concealer; pushing up their brows with a spoolie as they spill the deets on their personal life as if the two of you are sitting in a room together, gabbing like close friends.
