Gucci Westman Joins Beauty’s Streaming Boom With New YouTube Series

Gucci Westman is now on YouTube, too. The makeup artist and founder of clean makeup brand Westman Atelier has launched a YouTube series called “Makeup and Friends,” she told WWD exclusively. The series features Westman making up the faces of celebrity clients such as Martha Stewart, Cameron Diaz, Dakota Fanning and Demi Moore, who appears in the first episode. It is meant to portray “real tutorials,” said Westman, as well as real conversations with her clients and eventually, Westman’s efforts to transition Westman Atelier into a fully refillable brand. “Video content has revolutionized the beauty industry,” said Westman. “It’s a learning curve ’cause for me, I need to be louder about the efforts we make for our products to be as clean as possible. [This series] isn’t a product push — I’m not taking that route. I want it to feel more transparent and to have a nice conversation that feels meaningful.” YouTube’s beauty vertical has been a launching pad for personalities such as James Charles, Jeffree Star, Jackie Aina and Bretman Rock. It’s no secret that the platform has been upping its fashion ante via Derek Blasberg, head of YouTube’s fashion and beauty divisions, who has already launched channels for Naomi Campbell,

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