This episode of síOsí Extra Virgin serves up the full audio version of From Counter Girl to Creator, the article that exposes how beauty retail quietly shapeshifted into something completely different while we were all busy filming GRWMs.

We follow the disappearing act of the classic in-store makeup artist — the one who used to shade-match you in tragic mall lighting and pretend your skin wasn’t dehydrated. Now? That same talent is building a personal brand, shooting content between lipstick swatches, and booking clients through DMs instead of the store’s appointment book.

The audio walks you through how beauty counters turned from training grounds into launchpads, and why the most charismatic retail artists realized they didn’t need a corporate logo to validate their skills. We get into the economics, the culture shift, and the messy reality of creators who still clock in on the sales floor while chasing viral reach on the side.

It’s part sociology, part beauty industry autopsy, and part “wow, retail really said adapt or evaporate.” You’ll hear how brands are scrambling to keep up, why the talent pipeline looks nothing like it used to, and what happens when the person who once sold you a mascara now has a following larger than the brand’s own account.

If you’ve ever been shade-matched by someone who deserved a YouTube channel, wondered why retail feels emptier even when it's full, or noticed that beauty expertise now lives online more than behind a counter, this episode is your backstage pass.

Put your headphones in and let the article read itself to you like a tiny documentary about the quiet revolution happening in your favorite stores. It’s insightful, a little chaotic, and way too real for anyone who’s ever worked retail or survived it.