12 Beauty Gurus Who Released Their Own Product with a Huge Makeup Brand
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.
Jaclyn Hill first joined forces with BECCA Cosmetics in 2015 to create one limited-edition highlighter called Champagne Pop. The stunning product was SO popular that the brand quickly made it part of their permanent collection...annnnd utilized JH's expertise to make more products!
Last summer, an entire Champagne Collection was released, including a face palette (which included two highlighters and three blushes), a liquid illuminator, AND a cream highlighter. Unfortunately, those products are no longer available, but you can still get your hands on the single shade.