When Mario Dedivanovic, Kim Kardashian West’s famed makeup artist, began assisting his colleagues in 2000, the now ubiquitous genre of online makeup tutorials simply didn’t exist. Rather, makeup artists kept their tricks to themselves. “[It wasn’t] something you would share openly, because that was your bread and butter,” the founder of the Master Class, a company offering live, educational makeup demonstrations, said at The Wall Street Journal’s Future of Everything Festival on Wednesday. Several years later, when Ms. Kardashian West asked Mr. Dedivanovic to film a makeup tutorial for her blog, he wasn’t sure whether it was the right choice. His friends urged him on, and soon after Ms. Kardashian West posted the video, messages from viewers of the video flooded Mr. Dedivanovic’s inbox.

Source: Wall Street Journal May 22, 2019 21:24 UTC