Beauty guru

Beauty became one of YouTube's largest categories, and the guru label attached itself to the creators who built it through tutorials, first impressions, hauls and reviews specific enough that viewers buy from them. The format produced some of the platform's biggest channels and several of its loudest public fallings-out.

The word has aged badly. Many creators in the space dislike guru now, since it implies an authority nobody claimed and it belongs to an era of scandal cycles and drama channels. Beauty creator is the safer term if you are writing about one of them today.