7 Cosmetic Brands By Our Favourite YouTube Beauty Gurus

Writer: Yeu-Gynn Yeung

How many of us girls have spent hours on YouTube, watching beauty channels and aspiring to be just like them? We’ve combed through their videos just to watch precisely how a beauty guru applies eyeshadow, and attempt to do the same for ourselves.

Whether we realize it or not, most girls who are into beauty have probably grown up with YouTube beauty gurus influencing our picks and preferences. Beauty gurus don’t just upload videos with techniques and reviews, though. Some of these star-studded and award winning beauty content creators have come up with their own brands. Here are some brands by YouTube beauty gurus that may just be in your makeup bag right now.

1) EM Cosmetics by Michelle Phan

We can’t deny that Queen Michelle is the OG YouTube beauty guru. From her beauty tutorials and life stories, Michelle Phan has probably awakened the beauty princess in all of us. Rebranded and relaunched in 2017 after Michelle Phan’s hiatus from the digital world (in which we missed her dearly), EM Cosmetics was created to give you the tools you need for your own personal makeup journey. Michelle and her team of muses (brand representatives) launched a series of eyeliners, lipsticks, and lip glosses that every makeup lover will surely fall in love with.

2) Jeffree Star Cosmetics by Jeffree Star

Well-known for his enviable cheekbones, sassy beauty reviews and flamboyant collabs with fellow beauty gurus, Jeffree Star is a YouTube success story. Throughout his beauty guru career, Jeffree has amassed over 12 million subscribers (and counting) on Youtube, and 10 million followers on Instagram, and also 6 adorable pomeranians! Our beauty icon founded the unapologetically pink Jeffree Star Cosmetics in 2004.

The brand has been growing bigger than ever, with crazy hyped-up product releases and the launch of their first physical store in New Jersey last year. FYI Jeffree Star Cosmetics’ most hyped products are their Skin Frost Highlighters, Velour Liquid Lipsticks and the Androgyny Eyeshadow Palette. If you have any of these in your makeup collection, then good on you – because they tend to get sold out pretty quickly.

3) Breena Beauty by Sabrina Tajudin

You’ve probably watched some of her beauty tutorials or read some reviews on her blog, especially about local products and trends more suited for the Malaysian girl-next-door. Sabrina Tajudin is our very own Malaysian sweetheart who spreads the love for all things beauty through her makeup tutorials, product reviews, and informative blog posts.

Our local beauty guru channeled her love for beauty and creative talent and founded Breena Beauty in 2014. The brand offers halal and vegan makeup products, including their best-selling luxe makeup brushes, signature Blending Pearl, and Velvetcreme liquid lipsticks. Plus, Breena Beauty launched their first physical store in MyTown Cheras in 2018. Give the brand a visit and play with their products if you haven’t tried it yet. You’ll be all heart-eyes, we promise!

4) Huda Beauty by Huda Kattan

You’ve probably had her eyeshadow palettes in your beauty wishlist for a while. Huda Kattan posts beauty tips, tricks and tutorials, sometimes filmed together with her affable sisters. She had a blog, “Huda Beauty” where she would post product reviews, DIYs and makeup tips. Huda cashed in on her Instagram influence by launching her very own cosmetics line, also called Huda Beauty in 2013.

The brand first launched a series of false eyelashes at Sephora which were subsequently worn by Kim Kardashian. You can guess what happens next – success! Huda Beauty’s bestsellers appear to be their eyeshadow palettes, faux mink eyelashes and #FauxFilter foundation. If you have any of these in your makeup bag – lucky girl – tag @hudabeauty in your Instagram post and she may just repost it to her 31 million followers!

5) PONY Effect by PONY Syndrome

Your go-to glass skin girl and Korean beauty celebrity, Park Hye-Min (a.k.a. PONY Syndrome on YouTube and “Pony” in real life) creates expert beauty tutorials on K-Pop idol glam, Korean skincare, and vlogs about her globetrotting adventures – so cute! In 2015, she first launched Pony Effect as a collab brand with Memebox, a K-beauty subscription box service in the United States.

It took off so successfully that Pony released her brand independently and internationally between the years of 2017 and 2018. The brand’s particularly popular releases include the Galaxy Lip Gloss, Sunbase sunscreen and Conceptual Eyes Quad. It’s everything a K-beauty enthusiast would need to achieve that gorgeous K-beauty glow that hopefully resembles Pony’s bubbly personality and flawless skin.

6) Halo Beauty by Tati Westbrook

Tati Westbrook, a.k.a. GlamLifeGuru is the beauty guru best known for her honest product reviews, luxury vs. drugstore beauty comparisons, her adorable Maltese dog Puka and her signature stamp of approval, “Tati-approved.” She interacts with her fans on Twitter and encourages them to share about their favourite Tati-approved products.

Just last year, Tati launched Halo Beauty, and the product was not what her fans expected. Nevertheless, Tati stands by her brand’s vision to care for one’s skin inside out. Halo Beauty specializes in vitamin supplements for beauty. There are two products available on the brand’s website, including the “Hair, Skin and Nails Booster” which includes vitamins for good hair, skin and nails. Another product is the “Kiwi Seed Skin Booster” which aims to hydrate one’s skin while reducing wrinkles and blemishes with collagen production.

7) Krave Beauty by Liah Yoo

If you’re in the K-beauty loop, you’ve probably watched a video or two by Liah Yoo. This gorgeous beauty expert from South Korea is not your typical YouTube beauty guru as her content focuses on Korean skincare, with some scientific explanations for those who are interested. In 2017, Liah launched her brand, Krave Beauty.

Her brand’s philosophy is to feed your skin what it “kraves.” Only the necessary antioxidants and nutrients, nothing more. It’s the simple, functional skincare solution for those who feel burdened with the 10-Step Korean Skincare Routine. The brand currently has three products, with the most popular being Kale-lalu-yAHA, a gentle chemical exfoliator suitable for all skin types. Krave Beauty also has a Matche Hemp Hydrating Cleanser and The Beet Shield sunscreen. We’re sure that many will covet Krave Beauty for it’s no-frills and fuss-free approach to skincare.

Which YouTube beauty guru brand is already in your makeup bag or making its way to your beauty wishlist 2019? Let us know in the comments!