PS: How do you think the influencer landscape has evolved since Michelle Phan came onto the scene about three or four years ago?
SM: Before it was strictly makeup tutorials and that's it, but now people want to see you. They want to see what you do every day, they want to see your personality, they want to see your dog. It's not even about how well you do makeup, it's your personality.
MG: I agree. I also think that a big part of it was that as makeup artists, we were setting trends. A lot of times media started the trends and you just had to roll with the punches. That's changed because of being on social media so much and that being such a big part of people's lives, now it's not at the makeup artists' digression, it's at the influencers' or the companies' to say, "This is the trend." People follow it so much quicker because they see it and have a rapport with someone. They have this connection.
