HASHTAGS like #ad and #spon (short for sponsored) are rife in the beauty blogging world, but you won't find them on Lisa Eldridge's YouTube channel. The 42-year-old was already one of the world's most in-demand make-up artists when she started uploading videos in 2009.
"I think that's why they're popular, because the products I use are never paid for or sponsored by brands. I have never taken a penny through sponsorship,'' says Lisa, whose celebrity clients include Kate Winslet and Kim Kardashian.
And, unlike most vloggers, Lisa, who is also creative director for Lancome, didn't have ads on her videos – until recently, when she decided to turn them on for the first time for altruistic reasons.
The revenue will be going to children's rights charity Plan International. Lisa figured that since 93 per cent of her 1.7 million subscribers are women, they wouldn't mind enduring a few ads in order to support a female-focused charity.
"I have got a really nice group of people... I don't really get weirdos, I get the people who like to answer each other's questions and talk to each other. It's a very affirming community,'' she says.
A few days ago she posted a photo on Instagram, declaring: "You think I'm listening but I'm really doing your make-up in my head.''
So what does a make-up legend think are the most common make-up mistakes – and what can we do to correct them?
Here are Lisa's top 10 do's and don'ts, and the products she says you can't go wrong with.
1. Do use SPF50 every day
"A really good SPF that works for my skin tone, that is probably what I spend most of my money on. Heliocare do a tinted version which is gorgeous and it's not that expensive.''
:: Heliocare Gelcream Colour SPF50, £23.50, EffortlessSkin.com
2. Don't overdo your eyebrows
"I don't like the really 'blocked' brows where you don't see the natural hairs. I personally hate the way it looks. I much prefer when the brows are more feathered and lighter so you have a sense of the hairs.''
3. Do apply mascara from the roots
"I always apply as much as I can at the roots first. Get down to the roots and hold [the wand] there and massage very slowly as long as you can. It's all about getting the bulk on first, otherwise the lashes can get very heavy at the end.''
:: Lancome Hypnose Doll Eyes Mascara, £24.50
4. Don't forget to blend your contour
"Contouring looks really bad when it's badly applied – when it's the wrong colour and it's too heavy. The edges should be blended. When it's done really well, it's amazing.''
5. Do use concealer sparingly
"I like to have more coverage where I need it and less where I don't, because it tricks the eye. The person is looking at you and thinking, 'You're not really wearing a lot of make-up', when actually you can get away with wearing quite a lot when it's not heavy all over.''
:: Lancome Teint Idole Ultra Wear Camouflage High Coverage Concealer, £22
6. Don't overload your eyes if they're small
"Sometimes people can really close their eyes down with very heavy eyeliner and very heavy lashes. If you have naturally quite small eyes, that type of make-up will make them look smaller.''
7. Do use a primer
"I discovered Bioderma in Paris when I lived there in the Nineties. The thing I like from them is a Pore Refining Primer, a pore refiner that I use on clients underneath make-up.''
:: Bioderma Sebium Pore Refiner, £15.10, Escentual
8. Do use face masks liberally
"I am obsessed with face masks so most days I will wear one. I love Susanne Kaufmann, which is a natural Austrian brand. That is probably my favourite at the moment.''
:: Susanne Kaufmann Moisturizing Mask, £41, Naturisimo.com
9. Do go easy on the bronzer
"The thing with bronzer is that it's always hard to take it down once you've done it. Apply it with nice light layers over your cheekbones, cheeks, temples, across the top of the forehead and a little bit on the neck.''
:: Guerlain Terracotta Bronzing Powder, #36.50, John Lewis; Bourjois Matt Illusion Bronzing Powder, £5.95, FeelUnique
10. Do buy Japanese false eyelashes
"They are just so much better and so much cheaper in Japan than they are anywhere else. There are so many incredible eyelash brands out there, like Dollywink. And they stick on so much easier because the band is light not heavy.''
:: Koji Dolly Wink Eyelash 09, £10.73, YesStyle.com
:: Watch hundreds of make-up and beauty tutorials on Lisa Eldridge's YouTube channel.
