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Beauty bloggers get to play with makeup for a living, experimenting with different products, shades and formulas. Whether their platform of choice is YouTube, Instagram or Twitter, beauty bloggers — and vloggers — really know what makes or breaks a product.
So it only makes sense for these makeup masters to launch their own cosmetic lines to really show mainstream beauty brands how it’s done. From newly-released lines to esteemed brands like Jeffree Star Cosmetics, we’ve gathered our favorite beauty labels from Internet-famous guys and gals.
Jeffree Star originally became famous on MySpace for his iconic music, always seen sporting a daring makeup look. Shortly after his music career ended, he turned to YouTube to create makeup tutorials and reviews, breaking him out into the beauty space.
In 2014, Jeffree Star Cosmetics was born, starting with a line of liquid lipsticks. The brand now includes an array of lipstick shades, bold eyeshadow palettes, delicious lip scrubs and blinding highlighters.
Some of our favorite releases so far include the Jawbreaker collection and the Magic Star concealer and setting powder
Another blogger-born brand with an incredibly strong Instagram presence is Huda Beauty. Huda Kattan began blogging back in 2010 and was a hit right from the get-go. She held such a high standard for the products that she was recommending to her followers that she decided to launch her own line.
Huda Beauty started out with a selection of false lashes and now includes liquid lipsticks, liners, highlighters, foundations, palettes and more.
We were thrilled at the launch of the Huda Beauty skincare line in 2019 and can’t wait to see what’s in store next.
While James Charles doesn’t have his very own beauty brand yet, we’re confident that there will be a sister-inspired makeup range in the near future. However, the beauty boy has worked on a huge collaboration with Morphe to create the brand’s fastest-selling eyeshadow palette to date. How’s that for sister success?
Named “Unleash Your Inner Artist,” the palette includes a perfect set of warm browns with an array of pinks, purples, blues and greens. James Charles also dropped his own bundle of brushes, creating a few of his own and including some of his personal favorites from Morphe.
Jaclyn Hill is probably one of the most popular and well-known beauty bloggers. She teased her beauty line for several years until its debut in 2019.
Unfortunately, things didn’t go as planned. The first drop included a range of lipsticks with an inconsistent formula that caused the product to be pulled.
Jaclyn is still working hard, though. She now has a line of highlighters and brushes called “Catch the Light,” with more in store for the future.
Michelle Phan has been blogging since practically the beginning of time. She was creating makeup tutorials way back when people didn’t even think to look up how to apply their eyeliner. This is probably why she now has 2 million followers on Instagram and runs a successful beauty brand.
Recently, she relaunched EM Cosmetics with a range of lipsticks, lipliners, blush serums and brow products.
Makeup Geek got its start in 2013 and has been killing it ever since. Marlena’s inspiration to start her own makeup line came to her back in 2008 when she realized she was generating sales for beauty products and receiving none of the commission.
The brand is now loved for its high-quality products and affordable prices. It stocks shadows, brushes, contouring products and blush shades, as well as a range of vegan and cruelty-free products. Makeup Geek has heaps of followers on Instagram and garnered a lot of its original audience from Marlena’s following on YouTube.
Christen Dominique is one of our new favorite influencers that we’ve totally fallen in love with. With a large YouTube and Instagram following, the blogger decided to launch her own beauty line in 2018.
The line includes a range of fun and flirty eyeshadow palettes and liquid lipsticks with great formulas. The products are all inspired by her favorite things — like the Latte palette or the Berries & Cream collection, with rich berry hues that we can’t get enough of.
Manny MUA announced the launch of his beauty brand in December 2017. Previously, he’d worked in collaboration with other brands like Morphe and Jeffree Star Cosmetics — that is, before all their drama.
His first product was the “Life’s a Drag” eyeshadow palette, which made a serious statement in the beauty space. We’re also obsessed with the fun capsules he puts together like the “Greek Goddess Holiday” collection.
Laura Lee’s debut product was a single palette called the “Cats Pyjamas.”
Since then, she has released the “Nudie Patootie” palette, a selection of 14 warm neutral shades, plus a whole range of other products that you can shop from her online store.
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