At one point, YouTube beauty videos may have seemed to be just a blip on the radar. But as a group of beauty gurus is proving, there's more to it than creating cute looks on camera. In fact, some are getting into the retail game, launching products as an extenuation of their Internet personas.
- Fashion and beauty YouTube stars Elle and Blair Fowler have come out with a line of bedazzled and colorfully decorated line of cell phone and iPad cases for Cellairis, the Elle and Blair Winter collection (starting at $20).
- YouTube giant and Lancôme video makeup artist Michelle Phan recently launched her Glamour Eyes Kit ($60) exclusively through Sephora. The limited-edition set includes a five-color palette dubbed Chic by Chelle, an Artliner in Noir, and a Hypnôse Drama Mascara in Excessive Black.
- Samantha Chapman of the popular YouTube channel Pixiwoo is now selling a line of color-coded brushes. Made with taklon bristles, Samantha's Real Techniques brushes are shaped to give the wearer a pixel-perfect finish.