Beauty sampling company Ipsy – owned by YouTube vlogger success Michelle Phan – has reached a million subscribers, surpassing Birchbox’s 800,000 as of April 2014. For $10 a month subscribers will receive glam bags curated with a selection of beauty samples from Ipsy partners: Bobbi Brown, NYX, Clinique, Too Faced, Make Up For Ever, and Elizabeth Arden among others.

Vlogger’s dominance of beauty-related content has been indisputable, especially on YouTube where they own 67% of first page search real estate for branded terms.

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Brands – which own just 8% of first page real estate on YouTube – often opt to partner with vloggers to increase their influence on the video platform. NYX, for example, has generated more than 380 million views for its content by incentivizing user-generated content with its NYC FACE awards. Michelle Phan’s Ipsy venture is another avenue where brands can partner, and in turn leverage, a vlogger’s influence.

For more on vlogger/brand relationships download a copy of L2’s latest US Beauty study.

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