This story first appeared in the Nov. 22 issue of The Hollywood Reporter magazine.
This year, Hollywood's glam squads reinvented the 1920s (The Great Gatsby), 1940s (Jessica Chastain at the Academy Awards) and 1980s (FX's The Americans); braids were big, as were edgy haircuts, bold lips and sophistication on the small screen. Hairstylists heard requests for "the Claire" to mimic the pixie worn by Robin Wright on House of Cards (No. 12 on THR's Top 25 Beauty Moments of 2013 list), while Scandal fans tweeted their best Olivia Pope looks (No. 2). Which brings us to the common thread running through all of these looks -- the ability to go instantly viral: Each sparked a conversation among bloggers and Instagrammers that racked up views faster than blinking a false eyelash.
Within moments of Jessica Alba stepping onto the Golden Globes red carpet (No. 13), fans tweeted her makeup artist, Lauren Andersen, to find out the brand and shade of her lipstick. (Answer: Hourglass lipstick in Riviera, sales of which tripled the next week.) A similar thing happened to Kristofer Buckle, who did Chastain's old-Hollywood-glam makeup for the Oscars (No. 18): Some of his more than 320,000 followers begged to know what he used before the nominee even entered the Dolby Theatre. Hairstylist Peter Butler, to whom Buckle tweeted praise for Claire Danes' Emmys faux-bob (No. 23), already had posted a pic of his products by the time the actress thanked her Homeland co-stars. And it seems the social maelstrom is creating a new kind of star: Hairstylist Chris McMillan, who did Michelle Williams' punky cut for a premiere of Oz the Great and Powerful (No. 14), describes as "awkward" the approach by a stranger in the Barneys underwear department the day after Miley Cyrus tweeted photos of him trimming her long, blond hair in August 2012.
Beauty brands sponsoring artists for red-carpet events know that their products will get sales bumps, a halo effect from high-profile endorsement. And cosmetics giants are increasingly content to take cues from Hollywood's red-carpet and big-screen beauty pros. Months after Zoe Saldana matched her berry pout to her manicure (No. 8), Givenchy launched coordinating lip and nail products, while CoverGirl premiered a line inspired by The Hunger Games: Catching Fire, which features Jennifer Lawrence's Katniss Everdeen transforming into a gorgeous powerhouse (No. 9).
It's not all social media and sales: The bond shared by stars and their beautifiers can be akin to family. Alba has known Andersen since they were teens playing with Caboodles kits full of makeup; Natalie Portman (No. 11) has dinner with her pros after premieres. Says Olivia Wilde (No. 6): "We can't control how any of this stuff turns out, how the photo looks on the red carpet. So we just try and enjoy ourselves."