It’s been a huge week for YouTube beauty star Michelle Phan. The makeup maven is just wrapping up a trip to Tokyo where she appeared with First Lady Michelle Obama to promote The White House’s new Let Girls Learn initiative. Today her company Ipsy, one of several business ventures that spun out of her YouTube success, announced that it had cracked a major milestone by reaching 1 million paid monthly subscribers. At $10 a month that’s a hefty chunk of cash for Phan’s glamorous start-up.
Founded as MyGlam and later rebranded as Ipsy, the company is a subscription service that sends subscribers a curated monthly “glam bag” containing large samples of products designed to fit the subscribers specific tastes and needs. By all accounts the service has been a monster success. Birchbox, a popular competing service that also sends fans monthly boxes of beauty supply samples boasts roughly 800,000 subscribers. It’s clear that Ipsy owes its success, in large part, to its founder and the established trust Phan’s fans have in her when it comes to makeup and beauty products.
Ipsy might be the most successful of Michelle Phan’s current off-YouTube ventures, but it’s definitely not her only project. In addition to curating cosmetics and beauty products for Ipsy, Phan is also the designer behind Em by Michelle Phan, her own line of cosmetics marketed through beauty giant L’Oreal. She’s even branched out from the familiar world of beauty and put her media expertise to use as a founding partner in the Shift Music Group, a start-up label that will break new artists using established YouTube influencers. When it comes to building a well-rounded career both on and off YouTube, Michelle Phan continues to be ahead of the curve.
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