The Economy of a Makeup Artist’s Personal Brand in the Beauty Industry: Monetization Models of Creativity and Authenticity in the Digital Economy and Network Competition

Riaboshapka Viktoriia

Citation: Riaboshapka Viktoriia, "The Economy of a Makeup Artist’s Personal Brand in the Beauty Industry: Monetization Models of Creativity and Authenticity in the Digital Economy and Network Competition", Universal Library of Business and Economics, Volume 01, Issue 02.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The study focuses on the economy of a makeup artist’s (MUA) personal brand, examined at the intersection of the convergence processes of the global beauty industry and the creator economy. The aim is to formalize economic monetization schemes within which authenticity is interpreted as a key economic resource capable of being converted into various forms of capital under conditions of network competition. The methodological architecture includes a systematic review of works on theories of capital (P. Bourdieu) and on the concept of parasocial relationships, an economic analysis of secondary data (McKinsey, Market.us), as well as a comparative analysis of case studies (Huda Beauty, Rare Beauty). The results obtained demonstrate that the economic sustainability of an MUA is ensured by hybrid monetization models, while authenticity serves as the dominant factor (39%) in the formation of trust capital. A mechanism of sequential conversion is established and two strategic paradigms are identified: founder-centric (reliance on the authenticity of the person) and mission-centric (reliance on the authenticity of the mission). It is shown that against the background of market saturation, the mission-centric configuration demonstrates higher resilience as a strategy for managing economic risks. The results have applied significance for creative entrepreneurs and marketers designing strategies for the capitalization of intangible assets.


Keywords: Personal Brand, Creator Economy, Beauty Industry, Monetization, Authenticity, Social Capital, Economic Capital, Parasocial Relationships, Digital Economy, Influencer Marketing.

Download doi https://doi.org/10.70315/uloap.ulbec.2024.0102016