Michelle Phan tells beauty brands to chill for ‘authentic’ videos

By Kenzie Bryant, Racked

The online community is well-aware that an elite class of beauty vloggers are making millions from their highly viewed videos. They’ve captured a market that some of the largest beauty companies—from Sephora to L’Oreal to M.A.C.—can’t seem to harness. Sephora even has a name for them, as the brand’s vice president of interactive Bridget Dolan told WWD. The vloggers are deemed “women in bedrooms.”

Still from Michelle Phan’s “Matte About You” video.

As the number one “woman in a bedroom” (as determined by subscriptions and video views), Michelle Phan is different than most. She established credibility early on before moving on to higher production value (figuratively and literally “out of the bedroom”) in her tutorials and reviews. Phan’s able to maintain that credibility in the eyes of her followers despite a Lancôme contract starting in 2010, which led to her own product line launched this January, by continuing to use a variety of products from other brands alongside her own.

Read the full article by Kenzie Bryant from Racked.