In 2007, Michelle Phan started out as vlogger sharing makeup tutorials on YouTube and has since parlayed a following of eight million subscribers into a mini empire that’s evolving with the way people consume beauty products. Through Ipsy. founded in 2012, not only does she curate a personalized monthly “glam bag” that gets some of the top brands and indie discoveries into the hands of its 1.5 million subscribers, but it’s also focusing on the aspect of community, which is what launched Phan’s career in the first place. Phan wants Ipsy to become the go-to source for beauty advice and is doing so by opening the doors to its 10,000-square-foot studio - along with equipment, mentoring, networking, and resources - to aspiring beauty vloggers who wish to grow their own brand. In return, they ask its network of 10,000 amateur vloggers to make a few Ipsy-related videos a month. The result? Major exposure through 300 million social media impressions a month and very little money spent on advertising.