Video Call
| Technique | Color correction via complementary color theory |
|---|---|
| Shade system | Color wheel-based, uses opposite (complementary) colors |
| Original use | Correcting skin discolorations for on-camera appearance |
| Effect | Neutralizes unwanted tones (e.g., redness, sallowness) |
| Application area | Typically under eyes, around nose, on blemishes |
| Product form | Cream or liquid corrector, often in a palette |
| Key principle | Color cancels color; green counteracts red, peach counteracts blue, etc. |
| Finish | Designed to be layered under foundation or concealer |
Origin and history
The technique now commonly referred to as "Video Call" in makeup artistry originated in South Korea in the 2010s. It arose alongside the rapid growth of digital communication and the specific demands of high-definition webcams and smartphone front-facing cameras. Makeup artists and beauty influencers began developing methods to address how standard makeup appeared washed out, shiny, or uneven under harsh, direct frontal lighting. This period saw the formalization of techniques that had been evolving to combat the unflattering effects of video conferencing and digital self-portraiture. The name "Video Call" itself entered common beauty lexicon as a descriptor for a look engineered specifically for this modern context. Its development is closely tied to the Korean beauty industry's focus on skincare-prep, lightweight textures, and natural, yet perfected, finishes that translate well on screen.
What it is for
Video Call makeup is a technique designed to create a flawless, natural-looking complexion that remains intact and visually balanced under the conditions of a video call or digital photo. Its primary purpose is to counteract common issues caused by typical webcam and phone camera technology, such as solid-color flattening, highlight overexposure, and shadow distortion. The technique focuses on minimizing shine and smoothing skin texture without using heavy, mask-like foundations that can appear cakey on camera. It aims to even out skin tone and conceal imperfections while maintaining a sense of skin's natural luminosity and dimension. A core component involves the strategic use of a complementary "shade system" to correct undertones that can appear ashen or sallow under artificial cool lighting. Ultimately, it is for ensuring the wearer appears polished, healthy, and professionally presentable in a digitally mediated environment.
Pros and cons
A significant advantage of the Video Call technique is its effectiveness in creating a camera-friendly finish that avoids common pitfalls like the "flashback" from SPF minerals or excessive powder. It typically uses lightweight, buildable products that are more comfortable for long wear during workdays, reducing the temptation to touch the face and smear makeup. However, a genuine con is that the meticulous, layered approach can be time-consuming to learn and execute compared to everyday makeup routines. Individuals with very dry skin may find the required mattifying and pore-blurring primers emphasize flakiness if skincare prep is not optimally hydrating. A common mistake is over-applying powder in an attempt to control shine, which results in a flat, chalky appearance that accentuates fine lines on camera. Those seeking full, dramatic coverage often regret this technique, as its core principle of subtlety can fail to adequately cover pronounced discoloration or blemishes to their satisfaction.
Who it suits
This technique is particularly well-suited for individuals who regularly participate in video conferences, online teaching, streaming, or any profession requiring frequent digital presence. It benefits those with combination or oily skin types, as the shine-control methods are a central component of the look. People who prefer a "no-makeup" makeup aesthetic or a natural, polished appearance find the Video Call approach aligns with their goals. It suits environments with consistent, artificial lighting where the makeup can be calibrated to a specific light temperature and intensity. However, it is less ideal for individuals in professions or settings requiring very bold, editorial, or theatrical makeup, as those looks prioritize different visual impacts. It also requires a commitment to skincare preparation, making it a better fit for those already engaged in a structured skincare routine to achieve the necessary smooth canvas.
