If there are anybody out there who still believes that broadcast or traditional media is the only place for great content or to discover a new star, Michelle Pham‘s recent success should shut that discussion down.
Michelle, for those who are not in the know, is the gal who girls turn to on YouTube to figure out how to make themselves look like Daenerys Targaryen from Game of Thrones, learn how to put on liquid eyeliner or embrace their inner K-Pop Star.
Why is this important you ask? Well, it’s because Michelle is now the first YouTube star to launch her own makeup line. And we’re not talking cheap stuff here. Her makeup line, Em Michelle Pha, made in conjunction with L’Oréal Luxe, whose other celebrity-driven makeup lines include Giorgio Armani, Ralph Lauren and Yves Saint Laurent.
She has steadily build her brand online and it’s possible that if she continues what she’s been doing and hit her target audience correctly with her product, that she can be as big as Bobbi Brown Cosmetics. This shows that with great work, strong marketing work to build a following, that YouTube can be just as much of a star maker than folks who participate in American’s Got Talent or Shark Tank on traditional broadcast shows.