Emily Meringolo Levi has had her makeup professionally done just twice in her life: once for her prom in 2012 and again for her wedding in 2023. Whenever the New York-based visual artist needs help with liquid eyeliner or contour placement, she doesn’t need to consult a professional for a tutorial, because she has millions already in her pocket.
Her current skills can be attributed to hours spent watching makeup tutorials on YouTube and TikTok. Having had a number of products marketed to her over the years, she felt she was “flying blind” when using the blushes, bronzers and primers that already took up space in her makeup bag.
Meringolo Levi is among a growing number of consumers returning to a tried-and-true genre of content — the makeup tutorial — to navigate…