Michelle Phan began sharing makeup tutorial videos on YouTube in 2007 and has since parlayed a following of 8 million subscribers into a beauty empire that’s evolving with the way people consume beauty products. Through Ipsy, founded in 2012, Phan curates personalized monthly “glam bags” that get some of the top brands and indie discoveries into the hands of its 1.5 million subscribers. Phan wants Ipsy to become the go-to source for beauty advice; to that end, she has opened a 10,000-square-foot studio—along with equipment, mentoring, networking, and resources—to aspiring beauty vloggers who hope to grow their own brands. In return, the 10,000 amateur vloggers make a few Ipsy-related videos a month. The result? Major exposure through 300 million social media impressions a month, with very little money spent on advertising.