Interest in makeup for video content has been on the rise, as confirmed by Google Trends data showing steady growth over the past two years. Significant spikes in searches align with the release of new social media features, particularly those related to video content, such as filters and effects. International makeup expert Oksana Grebenyuk, a winner of prestigious competitions like the International Makeup Championship in Poland and the International Championship in Hollywood, California, observes that makeup for the camera has evolved into a natural, polished look, taking into account lighting, HD formats, and AI processing. She emphasizes that modern video formats have introduced new expectations in makeup—prioritizing speed, simplicity, and versatility.
Earlier this year, Grebenyuk published a study titled “Current Trends in Makeup for Photoshoots and Video Filming” in the international scientific journal Science Online. The study explored techniques for skin preparation, ways to highlight facial features, and the advantages of pigmented and hybrid-textured products. It also examined how artificial intelligence systems are revolutionizing online makeup try-ons. In an interview with Fashion Week Daily, she discussed how AI and social media have significantly influenced makeup trends and the creative approaches in professional beauty work.
According to Grebenyuk, modern technology is transforming the way makeup is applied for photo and video shoots. Artificial intelligence now enables personalized recommendations for shades and textures based on skin tone, facial features, and lighting conditions. Augmented reality (AR) applications allow makeup artists and clients to preview looks before actual application, streamlining the creative process and reducing uncertainty when trying new styles. AI is also making post-production more efficient by adjusting color balance and refining skin texture while maintaining a natural appearance.
With experience in winning international makeup competitions, Grebenyuk underscores the importance of communication when working with clients. Understanding the shoot’s format, lighting conditions, and overall vision is essential to crafting makeup that complements both the subject and the project’s concept. Reference images help bridge the gap between a client’s expectations and a makeup artist’s execution. Additionally, considering the model’s skin type, face shape, and color tone ensures the final result is cohesive both on and off the camera. Grebenyuk prefers a layered approach to makeup application, ensuring longevity while maintaining a natural look from different lighting angles.
As a speaker at numerous industry events, including the Beauty Hunter Championship, she advocates for integrating modern technologies into makeup artistry. One of the most promising innovations in the field is the development of long-lasting textures tailored for high-resolution filming, such as 4K and beyond. With cameras capturing every fine detail, flawless skin texture has become a priority. Grebenyuk favors lightweight foundations with light-reflecting particles, applying them in thin layers for a seamless, natural finish. Cream-based blushes and contours now outperform powder-based alternatives, enhancing the skin’s glow without appearing overly matte. Hydrating setting sprays have also gained popularity, preventing dryness and cracks from appearing on camera. The era of dry, heavily powdered skin is fading, giving way to a fresher, radiant complexion.
She also highlights the innovation of pigments with a “color memory” effect, which adjust to the skin’s temperature, creating a natural finish. Another revolutionary product is blurring sprays, which minimize skin texture visibility without making the makeup appear excessive, allowing the skin to look natural while maintaining an even complexion.
Social media platforms, particularly TikTok and Instagram, have become major sources of inspiration for makeup artists. Popular filters that enhance “glowy skin,” soft focus, and pastel hues have directly influenced beauty trends. The widely popular “clean girl look,” featuring minimal makeup with an emphasis on fresh skin and natural brows, originated on these platforms and has since been adapted for professional shoots. The “soft glam” effect, inspired by social media filters, has led to the rise of satin eyeshadows and subtle nude tones in makeup applications.
As a judge for the International Beauty Organization Zola, Grebenyuk closely follows viral beauty trends that emerge from social media. She notes that TikTok has been instrumental in popularizing trends like “cold girl makeup,” which features rosy cheeks, a glowing complexion, and softly frosted lips. Another major trend, “latte makeup,” embraces warm caramel-brown tones for a sun-kissed effect. Meanwhile, the “glass skin” look, characterized by reflective primers, sheer textures, and dewy finishes, has gained international recognition.
Beyond her competitive and research endeavors, Grebenyuk is dedicated to education. At KS.Beauty Bar Studio in Ukraine, she has trained hundreds of aspiring makeup artists, equipping them with the skills to master basic and advanced techniques. Her advice to those entering the industry includes learning how different textures interact with studio lighting, mastering color correction to complement white balance in camera settings, and practicing on a diverse range of skin types and face shapes. She also emphasizes the importance of always having a touch-up kit on hand, including blotting papers, setting powder, and hydrating setting sprays to maintain a flawless look throughout long shoots.
With the continuous evolution of digital content and AI integration, the field of makeup artistry is undergoing a dynamic transformation. Social media’s influence on beauty trends remains strong, inspiring new styles and approaches that redefine how makeup is designed for photo and video productions.
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