YouTube has come a long way over the years, from a destination for cat videos to a monetized money-making sensation. From YouTube, the world of beauty gurus came to fruition. Girls went into a frenzy; all of the sudden those of us who didn't have big sisters had people to teach us how to do makeup. We winged our eyeliner, we made our highlight on fleek, and we're still trying to figure out this whole eyebrow game. YouTube gave the world a serious gift when people actually could make money showing people how to do something they loved, and some beauty gurus have taken full advantage of this very accessible way of starting a brand and developing a fan base.
Today, almost everyone is a "YouTuber." The beauty gurus we're looking at today made a name for themselves through social media and ad revenue, and some of them are continuing to be #sponsored, while others are creating brands and beauty lines of their own to cash in on their success. From Zoe Sugg with 12 million subs to Jaclyn Hill, a YouTuber that Ashton Kutcher once promoted, we've got them all, from makeup brands to nail-polish, to clothing boutiques, read on to find out who's cashing in on their own brand and who is sticking with collaborations for now...
15 Zoe Sugg Is Cashing In - 12 Million YouTube Subs And A Beauty Range That's Sweet Too
If you're not following Zoe Sugg on social media, you might be the only one. This British YouTube sensation has over 12 million subscribers on YouTube and almost as many on Instagram. The famous YouTuber dates Alfie Deyes, who is a star in his own right. Her brother, Joe Sugg is also cashing in on the YouTube franchise. According to Vogue, Zoe Sugg started YouTube as "a hobby." The social media star actually runs two accounts, Zoella, which is her main channel (think beauty reviews, monthly favorites, makeup tutorials), and MoreZoella, where she posts vlogs of her everyday life (including house plant shopping, trips to the grocery store, her adorable pug, Nala, and her life with famous boyfriend, Alfie). People often site Zoe's realness and how genuine she is as the reason she does so well. Cosmopolitan reports the vloggers net worth at a staggering 2.5 million euros. Zoella told Vogue, "I'm a total people pleaser, which is a bit of a downfall for the most part because you can't please people all the time." People were certainly pleased when Zoella went from promoting other brands to releasing her own line of beauty products. Zoe's beauty products are carried at Ulta and include a sweet "Jelly & Gelato" range; Zoe also has a lifestyle range, and recently took to YouTube to announce a book, Cordially Invited.
14 Laura Lee Is Cashing In - From Alabama To Cat's Pajamas, LA Girl With A Line Of Her Own
Laura Lee is another YouTuber who is cashing in on her own brand. The makeup beauty guru has partnered with brands like Morphe, Mac, ColourPop, Smashbox, and in 2017 took to Instagram to announce her own beauty brand. According to Revelist, the star said this about her makeup line, "This is my brand, this is me creating this by myself. No one's helping me; I spent my own money on this brand. I have been working on this for a VERY long time, and of course, I've been wanting to tell you guys this for a very long time." Laura is known for her thick Southern accent and her love for warm colors and a full glam look. The star released her first ever palette "Cat's Pajamas" palette late last year and just dropped her second palette, "Nudie Patootie." Laura Lee has almost 5 million subscribers on YouTube and lives a pretty lavish life, filled with vacations, designer bags, and an entire room of high-end makeup. Laura Lee told Hello Giggles, "I wanted a creative outlet, and then it turned into me being a businesswoman and an editor and an Instagram - I definitely don't want to call myself a model - Instagram fashionista and you know a role model."
13 Jaclyn Hill, Collabs For Now - Fan Favorite Champagne Pop, But When Will Her Own Line Drop?
Jaclyn Hill is a YouTuber who gets A LOT of attention. Hill started her makeup career at a Mac counter and since has grossed a following with 5 million Instagram followers and YouTube subscribers. Hill's videos went viral years ago, as she recreated Kim Kardashian makeup looks and showed viewers how to get the same effect at home. The YouTuber, beauty blogger, and Instagram model has partnered with major brands like Morphe and Becca Cosmetics, releasing a now-famous highlighter, Champagne Pop, and her Jaclyn Hill Palette. The star actually was recognized by Ashton Kutcher back in 2015, when he took to Facebook to share a video of Hill's, where she talks about hate comments on her social media accounts. According to A Plus, the star said this in her video, "I just want to get this off my chest and just talk to you guys like a real person. Since I feel like sometimes you forget that I'm a real person. I have blood in my veins. I cry when I'm sad. I bleed when I get cut." The famous YouTuber also got a lot of attention for her video with Kim Kardashian, where people accused Jaclyn of cutting off the famous reality star. Jaclyn Hill is sticking with collabs for now. The famous beauty guru is cashing in on affiliate codes and sponsorships, while the world patiently awaits a makeup line that she hinted would launch last year; according to Bustle the star has been teasing her own brand for nearly two years.
12 Manny MUA Is Cashing In - From Boss Life For Maybelline To Boss Of His Own Brand, Lunar Beauty Coming Soon
Manny MUA is another famous beauty guru. Manny is nearing 5 million followers on Instagram and YouTube and last year did a major ad campaign with Maybelline! Manny was the first ever male brand ambassador for the famous drugstore brand and according to Glamour Manny said he is "thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it." Part of the reason Manny is such a sensation in the makeup world is that he is so open to talking about the difficulties he faced in being a man and embracing makeup. According to Teen Vogue, Manny said this about the start of his career, "I had my struggles with my family due to misunderstanding and miscommunication. I did have pushback at the beginning of my career because my parents weren't really sure what I was going to do with my life going in the route of makeup. I was planning on medical school so when I threw the makeup wrench at them, they were not expecting that." Manny might not be a doctor, but made his parents proud of successful collaborations with Makeup Geek, Ofra, and is one of the many faces of Morphe Brushes. This year, Manny was also featured on the Forbes 30 Under 30 list, which is a huge achievement! Manny took to Instagram last year to announce his own beauty brand, which will debut in 2018; Manny captioned a photo, "MERRY CHRISTMAS from Lunar Beauty and I! So excited to finally announce my brand's name! Been working on this bad boy for YEARS!" We can't wait to see what Manny has in store!
11 Tati Westbrook Is Cashing In - GlamLifeGuru Goes To Halo Beauty After Coining Tati Approved
If you've been watching YouTube for a while you know that knowing if a product is Tati approved is just as important as flashing your Sephora VIB Rouge card; GlamLifeGuru has almost 5 million subscribers on YouTube and Tati Westbrook posts new videos regularly; she reviews products, does tutorials, and tries all the crazy makeup products that come out, so we don't have to! This year, Tati also took to Instagram to announce her own brand, Halo Beauty. She posted this caption on one of her brand account's first 'grams, "Focusing on my health & taking nutritional supplements has been one of my best beauty habits over the years. Unfortunately, even the very best vitamins I could find left a lot to be desired. My dream was to develop a line of beauty vitamins with all the good stuff & none of the bad. Working with a team of brilliant minds, I was able to make my dream come to life. I proudly present my first of many products." Tati's vitamins are vegan, cruelty-free, and contain 21 different vitamins. The star was never much for collaborations; she did a "Love of Color" lip collaboration with Birchbox, but we think Tati's been formulating her brand for a long time!
10 Nikkie Tutorials, Collabs For Now - Too Faced And Ofra Too, Nikkie We're Waiting For A Brand That Is You
Nikkie de Jager, known as Nikkie Tutorials on YouTube, is one of the most followed beauty gurus that we're looking at today. Nikkie has a staggering 10 million Instagram followers and YouTube subscribers. The star is known for collaborations with Too Faced Cosmetics and Ofra. Nikkie is also the winner of a Teen Choice Award for her internet stardom. Nikkie is best known for her full glam look and her super pale skin tone; Nikkie does insane makeup looks, from a perfectly winged liner to super artistic shadows. From being transformed into Elsa, thanks to pal Patrick Starr, to doing a Black Mirror inspired makeup look, this girl is talented and multi-talented, she's also done a Dutch reality show! Teen Vogue interviewed the star before her following surpassed the millions, and back then she recounted, "I already had a YouTube account before I became addicted to makeup. It was something like GlamourGirlx3 (you've got to love those random internet usernames, huh?!) But I knew that if I wanted to look more professional, I had to change the name. Since I knew beauty videos were called tutorials, I thought, 'Why not just take my name and put "tutorials" after it?' That's how 'NikkieTutorials' was born." In the interview the star also talked about being her own boss; we're hoping that Nikkie comes out with her own makeup brand, as we know that it would be boss too!
9 Nicole Guerriero Is Cashing In - From Big Brand Collabs To Her Own Best Damn Beauty
Nicole Guerriero is another YouTube star that is cashing in on her own brand, Nicole is known for her full glam looks, and currently for her purple hair. Nicole is nearing 3 million subscribers on her YouTube channel and is best known for her collaboration with Anastasia of Beverley Hills and their Glow Kit, but now Nicole has her own beauty brand - Best Damn Beauty. Nicole's beauty brand sells skincare products, from cleansers to moisturizers, she's got it all! According to the Best Damn Beauty site, Nicole says that "Make-up is the fun part but skincare is the most important part." Nicole takes her makeup and skincare seriously; Nicole's YouTube videos include beauty tutorials, haul videos, and day in the life vlogs. According to Style Caster, Nicole said this about being a YouTuber, "I love inspiring girls to feel confident in themselves. That's my favorite comment that I get, actually. Girls telling me they feel more confident with the help of my videos." Nicole took to Instagram last month to show off a new tattoo, one that reads "girl power." Nicole loves inspiring young women and that is exactly what she's doing since becoming an entrepreneur and creating her own beauty brand!
8 Casey Holmes Is Cashing In - Southern Sweetie Opens Boutique
Casey Holmes is a Georgia girl who recently opened a clothing boutique, she also happens to be a famous YouTuber with close to 2 million subscribers. Casey has two channels, her main channel, filled with beauty reviews, monthly favorites, and get ready with me videos, and her vlog channel, where she chronicles her life with husband, Davis, their dogs, and her move to New York. The Southern girl got married last year and started her clothing line, Rosie Daze Boutique, named after her two dogs. Casey is just as well known for her fashion as her full glam, full face makeup looks. Casey has done collaborations with brands like Smashbox, releasing highlighter palettes last year, and her most recent collab with Palladio Beauty, a set of lipsticks. Casey is a down to Earth, Southern charmer who is likable and feels like one of your friends as you watch; she either goes full glamor fresh-faced, as there's really no in between and that's what we love about her. The YouTuber has also been very open about problematic skin and her struggle with rosacea. Casey announced her boutique launch on Instagram, captioning a photo, "FINALLY!!!!!!! I can announce my new project that I have been working on! It has always been my dream to do this." From beauty brand ambassador to a boutique owner, Casey Holmes is definitely cashing in and making her dreams come true and she's got the Louis Vuitton bags to prove it!
7 Desi Perkins, Collabs For Now - We're Crazy For Quay
Desi Perkins is sticking with collabs for now; the famous YouTuber has over 3 million followers on YouTube and a few famous friends. Desi recently did Kim Kardashian's makeup for Kim's YouTube channel and got a mention during an episode of Keeping Up with the Kardashians. According to Revelist, in the episode, Khloe tells Kim, "I love your makeup, by the way," to which Kim responds, "Thank you. Desi Perkins." Desi's fans went crazy on Twitter, obviously. Khloe proceeds to ask Kim if Desi is going to do her make up all the time, before realizing that Desi is a beauty blogger, guru, vlogger and we're wishing for the same thing KoKo. Desi doesn't just get name mentions by the Kardashian family, she also is busy with her line of sunglasses Quay x Desi, and her DOC collection with friend and fellow beauty guru, Katy - otherwise known as lustrelux. Desi opened up to People, about what it's like to be YouTuber, she said, "I think that's the only thing...you have to make sure that you're consistent and staying on top of all the content that is being pushed out every single day. It's our job to do that." While Desi is sticking with collabs, for now, we can't help but wonder what her future holds!
6 Kathleen Lights Is Cashing In - Kathleen Nails KL Polish
Kathleen Lights is another star who is cashing in on her beauty brand. Kathleen, famous YouTuber, recently released her own nail polish line, aptly named KL Polish. Before launching her own line, the YouTuber did collaborations with ColourPop, Ofra, and Morphe Brushes, including liquid lips and eyeshadow palettes. Kathleen is known for her warm-toned looks. In terms of her nail polish brand, the star looks for inspiration in the names of her dogs and her favorite TV shows and has received praise from PopSugar, Bustle, and Glamour! Kathleen has close to 4 million followers on YouTube and is known for her famous phrase, "das esspensive." According to KL Polish, Kathleen said this about her brand, "I fell in love with nail polish along the way and have tested countless brands to help me create the perfect formula and shades to share with you. I've always wanted to start my own product line and there's nothing more fitting for me than nail polish. KL Polish is all about giving you affordable and chic nail polish options, without the harsh ingredients." Kathleen's range is vegan and cruelty-free; Kathleen is a self-proclaimed animal lover and often takes to Instagram to post her adorable pups!
5 Jeffree Star Is Cashing In - From Pink Hair To Pink Packaging
Jeffree Star is one of the most followed beauty gurus we're looking at. Jeffree has almost 7 million subscribers on YouTube and almost 6 million following him on Instagram. Jeffree posts makeup tutorials, beauty reviews, and collaborations with his beauty guru and celebrity friends. Jeffree is known for his upfront personality and bold full glam makeup looks, not to mention his honesty. Jeffree has come along way since first starting makeup. Jeffree told Cosmopolitan, as his brand expands he matures. He said this, "I know it sounds so dumb, but when you've had pink hair for 12 years and take that away, you're looked at in a different light. I'm in a different place. I see a bigger picture than before. I'm growing up." Star is known not only for his killer beauty products but also for housing a lot of drama on YouTube, Star calls it keeping it real, but he has had public feuds with Kat Von D, Too Faced Cosmetics, and even Kylie Jenner, who removed Star from her PR list; according to Allure, Star took to Twitter to ask users, "Who's ready for some hot tea today???" and then tweeted, "I can confirm I've been removed from the Kylie Cosmetics PR list." Despite the drama that comes along with the job, Star is cashing in on his own brand, what started as a single liquid lip is now a full-on beauty range, with a cult-like following.
4 Patrick Starr, Collabs For Now - Patrick Starr Collabs With Mac, But His Own Line Would Be A Snack
Patrick Starr is well, a star. Patrick is sticking with collabs for now, but he's got some big names involved in his beauty brand. Patrick recently released a collaboration with Mac that is getting a lot of attention, especially from fellow beauty gurus! Patrick has close to 4 million subscribers on YouTube and recently opened up to People about what it means to be a full-time beauty blogger. He said this, "YouTube had changed my life. It's creative. It keeps me busy. I've been able to acquire beautiful relationships with major brands. But I think what really clicked for my parents was me going to the Bahamas with Benefit Cosmetics. They were like, 'Why? Did you win a contest?' I had to tell them, 'No. This is my job. I'm marketing. They want me to post pictures on Instagram to be in the Bahamas. That's all it is.' They still asked, 'Why?' I said, 'Why? Because I'm popular!" Patrick has done videos with major stars, including Kim Kardashian, Katy Perry, and Shay Mitchell, from Pretty Little Liars. Patrick certainly is a star and while we're loving his Mac collab, we're thinking it won't be long before Patrick has a beauty brand of his own.
3 Tanya Burr Is Cashing In - TB Cosmetics Is Pretty In Pink
Tanya Burr is another YouTuber turned beauty brand. Tanya has a following of nearly 4 millions subscribers on YouTube and is also a published author, and now an actor. The vlogger and owner of cosmetics range Tanya Burr Cosmetics is also the wife of Jim Chapman, with famous sisters Sam and Nic Chapman, known on YouTube as Pixiwoo and founders of Real Techniques. Tanya Burr is cashing in on her success; she vlogs trips to LA, Miami, and New York and has even started acting since becoming a famous YouTuber; she's even written a cookbook too, Tanya Bakes! Tanya told Stylist, "My grandad once found me in my parents' back garden writing out my life plan between leaving school and getting a flat in Central Park, New York. I've always thought I would do something amazing even though I didn't have an upbringing that would necessarily allow me to do that." Burr has done something amazing, from starting her own beauty range to being an advocate for mental health, what started as simply makeup tutorials has turned into more. Burr is cozy and charming and seems genuine and down to Earth, all the while giving us some serious shoe and handbag envy! Her husband Jim does the same thing, vlogging, and writing, whilst being a brand ambassador too, as does their dachshund, Martha; Burr is also friends with the aforementioned Zoella!
2 Huda Kattan Is Cashing In - Instagram Star Turned Beauty Line
Huda Beauty has taken social media by storm. Founder, Huda Kattan, is cashing in. Huda has over 25 million followers on Instagram and is a successful makeup line that is carried in major cosmetic stores, like Sephora. Huda opened up to Glamour Magazine about her successful makeup line and what it means to be a social media entrepreneur. Huda said this about her brand, "Initially it was so hard to put myself forward but now Huda Beauty has become its own thing, I don't even think it's me anymore. I can separate the brand from myself and I want it to be less about me at some point but I don't know how feasible that is. I've been wanting to take myself off the packaging for a while and in fact, we have a product coming out at the end of this year, and it's the first time that I'm not on the packaging. It's an evolution and it's important to remember that." What started as a brand mostly recognizable from Instagram posts is now a major contender in the world of foundations and high-end eyeshadow palettes. Over time Huda Beauty has become less about one person, and more about everyone who wears the products. Huda is definitely cashing in on her success as an Instagram model and makeup artist and we can't wait to see what's next from Huda Beauty!
1 Nikita Dragun, Collabs For Now - From Hair To Highlights, Nikita Does It All, Waiting On Her Brand To Be All End All
Nikita Dragun is another YouTube star; Nikita has just over 1 million subscribers on YouTube and over 2 million followers on Instagram. Nikita has a line of wigs with Bellami Hair, and is the face of an NYX palette as well! Nikita is known for her cotton candy blue and pink hairstyles, and her wigs with Bellami include a blue and pink shade too! Nikita told Elle this about her stardom, "From the time I was 3 or 4, I knew exactly who I was and what I was going to do. I knew I wanted to be an entertainer. I wish I could tell myself that all of those qualities about myself that I knew instantly, even as a kid, and that I knew I had to hide - and I hid them for most of my life - that those qualities would push me forward in life. I grew up as Nicholas and became Nikita, and I didn't have to lose the masculine traits that made me who I was or give them up to be the [boss] I am now. I'm allowed to have strength. I'm allowed to stick up for myself...I can be exactly who I always was." Nikita got a lot of press last year, posting a shot of a license she fought hard to change. Refinery 29 reported Nikita said this about her ID, "For some reason, this process of my transition scared me more than the physical changes because this was a legal world I didn't understand. It took me months to figure out what paperwork and documents I needed." Nikita is an inspiration to many because of how open and honest she is, and we're hoping that she comes out with a makeup brand of her own in the near future!
References: Vogue, Cosmopolitan, Revelist, Hello Giggles, A Plus, Bustle, Teen Vogue, Glamour, Teen Vogue, Style Caster, Revelist, People, KL Polish, Cosmpolitan, Allure, People, Stylist, Glamour, Elle, Refinery 29