Daniele Lorusso has made a name for himself with professional makeup tutorials, a simple and honest tone of voice and strategic celebrity tie-ups.
“I’ve always loved fashion and design,” he said about his artistic studies in high school. “But to become a designer seemed too complex, also in terms of opportunities. I was looking for a way in between that could combine all my passions, from photography to painting, and makeup touched all the points I liked,” recalled Lorusso.Then he discovered YouTube. “I was inspired by American accounts.
But even if YouTube videos propelled his career at the beginning, Lorusso is now finding it difficult to keep up the pace with such productions given his lifestyle. His favorite social medium is Instagram for its diary-like approach, while he finds TikTok “less intuitive and spontaneous, but I’m starting to get the value of that platform.…It’s a different language, but I realized I needed to use it when I suddenly felt cut out from the world as my audience started to ask for my opinion on trends or techniques seen there.
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