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 • Beauty  • Famous Youtubers’ Beauty Brands That We Love

Famous Youtubers’ Beauty Brands That We Love

Raise your hands if you learned to do makeup from YouTube. *raises my hand*

Most of us Millenials and GenZ folks learned the art of makeup and the importance of skincare from the beauty Gurus on YouTube. They enlightened us on a new topic with each passing video. While we would enjoy listening to their expertise from the comfort of our homes. Thanks to them, we can now take optimum care of our skin and beautify it. 

We also witnessed the same personalities grow from scratch and turn themselves into a brand due to their fame and following. So much that many collaborated with big brands to bring us premium products as collections with drugstore or high-end brands. And some, well, they went a step further and created their own makeup and/or skincare brands. 

While there are many beauty YouTubers who have released their brands, unfortunately, not all have made the cut in our favourites list. Safe to say that the ones who did make it are absolutely worth a try! 

Let’s dive in, shall we? 

1. Huda Beauty by Huda Kattan

Huda Kattan has come a long way. From starting with makeup artistry to blogging to building her own makeup and skincare brand – this Arab woman is an epitome of linear success. 

Huda Beauty has a huge range of products in its makeup line, however, the brand is most famous for its variety of lipsticks and eyeshadow palettes.

Must-Try Products from Huda Beauty

  • Lipsticks – liquid mattes, demi-mattes, powder kiss
  • Rose Gold Remastered Eyeshadow Palette
  • Faux Filter Foundation (available in two variants)

P.S. Wishful and Glowish are two sub-brands of the Huda Beauty empire – and both of them are equally amazing!

2. Em Cosmetics by Michelle Phan

Probably the oldest Asian beauty YouTuber in the community, Michelle Phan is known and loved by everyone due to her humble and sweet personality.

Her brand ‘Em Cosmetics’ is unmatched in quality, accessibility, and versatility. It has beautiful formulas and a variety of shades to match every skin tone.

Must-Try Products from Em Cosmetics

  • Color Drops Serum Blush
  • Lip Cushion Tinted Lip Luminizer
  • Heaven’s Glow Radiant Veil Blush

3. Krave Beauty by Liah Yoo

Skincare education is synonymous with Liah Yoo, another Asian YouTuber who turned her extensive skincare knowledge into bite-sized pieces for us to understand. 

When the same came out with her own skincare brand, the quality and results could not be questioned. 

Must-Try Products from Krave Beauty

  • Matcha Hemp Hydrating Cleanser
  • Kale-Lalu-yAHA
  • Great Barrier Relief

4. Lights Lacquer by Kathleen Lights

Another OG beauty YouTuber, Kathleen Lights made us fall in love with her laid-back charisma that was contagious even through the screen. 

However, she did not follow in the footsteps of her fellow YouTubers by releasing a makeup or skincare brand. Instead, she brought us something completely unique – a nail polish brand. Formerly known as KL Polish, she shut down that business to rebrand it with another name. Now, Lights Lacquer will turn out to be a treat for your hands, for sure!

Must-Try Products from KL Polish

  • Jefa
  • Caramello
  • YNBB Bundle

Honorable Mentions 

Real Techniques by Sam & Nic

Samantha and Nicole Chapman started as makeup artists and YouTube content creators before they created Real Techniques. Although they have resigned from YouTube and the brand as of 2020, we cannot thank them enough for bringing us such amazing makeup tools at an affordable price tag. 

Jaclyn Hill Cosmetics by Jaclyn Hill

One of the oldest and most trusted Beauty YouTubers in the industry, we love Jaclyn Hill’s resilience for her brand. Although she faced some backlash after the first release, she has made up for it by improving the quality and formula of her products. 


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