YouTube make-up tutorials are said to be helping to boost cosmetics sales thanks to the growing awareness of social media-savvy consumers and their love of vlogs.

Social media sensation Michelle Phan has been highlighted as the main influencer, with 8.7 million subscribers to her YouTube channel. Phan has capitalised on this success with the launch of her own subscription make-up offering Ipsy, that is now challenging its main rival Birchbox. 

However, it’s not just her own brand that Phan and her social media colleagues are helping to bolster. Indeed, any brand highlighted by the bloggers is said to increase in sales, and acts as a free marketing tool by the companies behind the products she uses.