Shopping in-store and a GRWM? Yawn, it’s been there and done that. So what if we inspired scrollers with some epic makeup looks that would have their thumbs go from scrolling to checkout in under five minutes flat? Enter aesthetic core. Because is there anything better than a niche aesthetic? We don’t think so. From Strawberry Girl to Clean Girl to Cottage Core to Pickled Red Onion Aesthetic (yes, that’s a real thing), we’ve loved to see these niche aesthetics cover every corner of the internet. So to achieve a true ground swell while driving consumers to Ulta and Target, we tapped our creators to tell their personal aesthetic stories by getting extra niche and extra chronically online. With an end look so good, it could only be achieved through Essence products.