Join Riverfront Times Press Club. Because No News is Bad News.

Thursday, April 11, 2019

St. Louis Beauty Vlogger Goes Viral With 1999's Best Makeup

Posted By on Thu, Apr 11, 2019 at 12:37 PM


The world of 1999 was a strange place, one that its youth mostly spent waiting for their mom to get off the phone so they could AIM chat with their besties — but what if that era had included beauty YouTubers?

Inspired by a tweet, the multi-talented St. Louis makeup artist Jaime French explored that premise in a perfectly on-point video that's racked up more than 17 million views in less than 24 hours.

French, who's previously gone viral demonstrating how to apply makeup while wearing a pair of tiny fake hands, goes all in on the idea of a 1999 beauty vlogger, complete with VCR static, a Delia's style choker and complete disregard for blending.

"Resist the urge to blend your makeup," French advises her audience as she fills in the skin beneath her eyebrows with a frosty shadow. "You want harsh lines." As for your brows, French notes, "Eyebrows aren't important at all. You just need a thin line."

Clearly, the flashback to the age of Spice Girls and boot-cut denim has resonated powerfully with the masses, and it's not just the gratuitous plugs for Surge and Japanese cherry blossom body splash.

The video is so pitch-perfect that, for a wonderful moment, it feels like the new millennium never even happened. And honestly, considering the next two decades, 1999 looks better and better as time goes by — no matter how caky the foundation was.

Follow Danny Wicentowski on Twitter at
@D_Towski. E-mail the author at
  • Sign up for our weekly newsletters to get the latest on the news, things to do and places to eat delivered right to your inbox.
  • Follow us on Facebook, Twitter and Instagram.

Tags: , , ,

Riverfront Times works for you, and your support is essential.

Our small but mighty local team works tirelessly to bring you high-quality, uncensored news and cultural coverage of St. Louis and beyond.

Unlike many newspapers, ours is free – and we'd like to keep it that way, because we believe, now more than ever, everyone deserves access to accurate, independent coverage of their community.

Whether it's a one-time acknowledgement of this article or an ongoing pledge, your support helps keep St. Louis' true free press free.

Read the Digital Print Issue

October 21, 2020

View more issues


Never miss a beat

Sign Up Now

Subscribe now to get the latest news delivered right to your inbox.

Best Things to Do In St. Louis

© 2020 Riverfront Times

Website powered by Foundation