Beauty consumers boost undertone talk, pushing Reddit views to 45.7 million
As of September, beauty‑focused Reddit communities recorded 45.7 million views on olive‑skin topics, a 12.5% rise year over year. A TikTok post by creator Olivia showcasing a Sephora lip liner for fair olive skin has surpassed 1.5 million views.
The r/Fairolives subreddit alone accounted for 45.7 million views, reflecting a 12.5% year‑over‑year increase. The r/OliveMUA subreddit added 54.3 million views, up 6.5% compared with the prior year. Sephora’s agreement with Marks & Spencer will place beauty counters in selected UK stores, marking its latest physical expansion. Discussions in these communities often center on the difficulty of finding foundations and blushes that do not turn orange on olive‑toned skin. Moderators note that users often share personal swatches and product links to help others find suitable shades.
“People are educating themselves in a more democratized way on how you pick the best foundation or blush or whatever you’re looking for, for your skin tone and your undertone,” Jeremy Lowenstein, chief marketing officer at Milani Cosmetics said.
“If you look at reviews on Sephora and a lot of other online stores, a lot of them are incentivized, and that is a huge pain point right now in the beauty community,” Joie, a moderator on the r/Sephora subreddit said.
Fenty Beauty and similar brands have pushed for broad shade ranges in foundation and complexion products. Tate McRae has entered the celebrity fragrance market, and Sephora’s U.K. growth comes via a partnership with Marks & Spencer.
What we know
Olivia's TikTok video in May has more than 1.5 million views.
As of September, views on the r/Fairolives subreddit rose 12.5% year over year to 45.7 million views, while the r/OliveMUA subreddit generated 54.3 million views, representing a 6.5% year-over-year increase.
Sephora expands its footprint in the U.K. with a partnership with Marks & Spencer.
Jeremy Lowenstein, chief marketing officer at Milani Cosmetics, said people are educating themselves in a more democratized way on how you pick the best foundation or blush or whatever you’re looking for, for your skin tone and your undertone.
Joie, a moderator on the r/Sephora subreddit, said that reviews on Sephora and other online stores are often incentivized, which is a huge pain point right now in the beauty community.