Beauty vloggers in Hong Kong rise as a new type of profession in the region. Beauty vloggers post different types of beauty-related videos on youtube and share reviews on cosmetic and skincare brand to process indirect commercial. They will have the opportunity to be invited to take part in press conferences of high-end cosmetic or skincare brands. They can also have some free product from those brands to have the first hand trial. They will also be invited to be guests or hosts in press conferences. Famous Hong Kong beauty vloggers include beautyQQ, Bren Lui and Hana Tam. Their income consists of advertising revenue (if they are Youtube partners) and promotion fees from cosmetic companies.

This kind of video is sponsored by the company, the vloggers will get free product from the Public relations manager of the company, and they were asked to do a review and trial on the product within one to two months. This is some indirect advertisement, but some vloggers will state clearly that the video is sponsored, so as to avoid any negative impact on their credibility. For example the review of Revlon colourstay lipstick encouraged many viewers to purchase it, but their responses after using the lipsticks are generally negative, as seen from the comments section from the videos and discussion forums.

The vloggers would share their favourite cosmetic and skincare product of the month, they will share the basic information, for example the price, the effects and the method of application of the product, and their feelings and opinion on the effectiveness of the product. This kind of video is like a monthly report of what they have changed in their skincare and make-up routine.

By sharing how to use the cosmetic product to achieve different looks, especially look of different event, such as Valentine's day, new year, graduation dinner etc. The will show the viewers step by step, from primer to lipstick. They will also show how different colour combination work with the outfit.

In these videos beauty vloggers showcase the products they have purchased from a trip or a certain store, plus share their first impression of the product and basic information such as effects and price.

OOTD refer to outfit of the day, simply showing their look of the day, such as the hair style, makeup, accessories, outfit, shoes etc.

They will show viewers step-by-step guide on how to make homemade beauty masks or serums, such as green tea gel eye mask, snow fungus serum, nattō mask etc.

As part of the new form of media, beauty vlogs can find a large amount of audience on video sharing sites, especially YouTube, where videos can be advertised, and people that do not look for these videos in particular can still see the titles or see these videos as advertisements, as opposed to articles and columns that require people to acquire certain magazines/newspapers or visit certain websites. Youtube is a video-sharing website that many people visit for a large variety of reasons. Blogs can also reach the demographic videos can get, but videos show the techniques in action, therefore are more reliable in terms of being tutorial material.

Also these vlogs make the vloggers feel more intimate for the audience, as vloggers often talk with intimacy to the camera and ask for feedback from audiences by commenting, an easy feat, then beauty vloggers would respond either by making a requested video or directly replying to comments. Beauty vloggers also share details about their daily life, and in the vlogs their personalities and quirks are shown, making them seem more friendly and amiable. Therefore the audience feels more engaged. This two-way communication between the vlogger and the audience makes the process of sharing beauty tips more efficient.

As beauty vloggers have become new public cosmetic fashion figures, cosmetic companies have taken advantage of the beauty vlogging trend and have beauty vloggers advertise for them, whether by making a sponsored promotional vlog or be a spokesperson. For example BeautyQQ and Queenie Chan presented their works and shared make up tips for the Revlon CC cream press conference. Bren Lui and Hana Tam participated in the latest Shu Uemura cleansing oil commercial.

Beauty vlogging also help introduce cosmetic trends from other countries into Hong Kong, for example thick brows technique from South Korea^[1] , Japanese Harajuku style make-up^[2] etc. This helps to diversify the cosmetic fashion in Hong Kong. The tutorials on different types of looks for different occasions are considered helpful on etiquette for women.