12 Beauty Gurus Who Released Their Own Product with a Huge Makeup Brand

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If you’re a part of the YouTube beauty community, you’ll recognize brands like BH Cosmetics, MakeupGeek, ColourPop and Morphe, all of which collaborate with Internet influencers on the regular. We’re not saying anything is wrong with companies that primarily live online — we’re legit DY-ING to get our hands on the new MannyMua x Jeffree Star Cosmetics collab — but it’s a HUGE freakin’ deal for beauty gurus to team up with big makeup brands (we’re talking the iconic ones that can be found in Sephora, Target, etc.).

Last year, Smashbox Cosmetics teamed up with YT superstar Lilly ‘IIISuperwomanII’ Singh to create a limited-edition Always On Matte Liquid Lipstick called Bawse. Despite not being a makeup artist, the 28-year-old’s 11 million subscribers jumped at the opportunity to support their fave and the STUNNING red lippie quickly sold out. Surprised? Not so much.

In the past, many other MAJOR makeup brands have acknowledged the power of YouTubers and worked with them to create iconic products that even those who don’t watch YT videos love. It’s incredible that James Charles is CoverGirl’s first male spokesperson and MannyMua worked with Maybelline for the Big Shot Mascara campaign, but for the sake of this post we’re talking about online stars who actually launched a PRODUCT (or even a whole collection!!!) with a popular makeup company.