12+ Beauty Gurus Who Could Snatch Kylie Jenner's Crown

Diply 19 Oct 2018

If you know beauty, you know their names. Jeffree, James, Jaclyn...the J's in general, really.

Since Kylie Jenner and Rihanna have found major success in the beauty industry, more and more celebrities and gurus have begun launching their own brands, or have become more recognized for their already established ones — and some are already pushing tens of millions of dollars.

Let's meet them, shall we?

1. Marlena Stell and MakeupGeek

YouTube | Marlena Stell

One of the first gurus to ever launch her own makeup line, Marlena Stell and MakeupGeek have been at the makeup game for over 10 years. Her brand currently offers eyeshadow, blush, bronzer, highlighter, and lipstick. It's even available at Target!

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2. Alissa Ashley and Nyx Cosmetics

YouTube | Alissa Ashley

Alissa Ashley has had quite the year. Her collaboration with Nyx has been widely hailed as the biggest foundation range launch ever for a drugstore brand, rivalling Fenty Beauty's 40 shades with an impressive 45. What's next? Surely everything!

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3. Huda Kattan and Huda Beauty

Instagram | @hudabeauty

You know Huda Beauty — the brand you come across in Sephora and can't help but swatch. Well, it was started by guru Huda Kattan, and it originally launched with wildly successful false lash line. Now Huda Beauty offers everything from eyeshadow to foundation!

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4. Jackie Aina and Too Faced

YouTube | Jackie Aina

While Alissa Ashley was over at Nyx diversifying their shade range, Jackie Aina was over at Too Faced doing her own collab. She worked on the Born This Way foundation, bringing much-needed darker shades to their foundation.

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5. James Charles

Instagram | @jamescharles

New homeowner flow, sisters! James Charles' success has been so astronomical that the beauty guru recently bought himself an entire mansion, and Social Blade estimates that he makes up to 4.7 million on YouTube annually. The sky is the limit for James, who always has another collab around the corner. Most recently: Kylie Jenner herself!

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6. Kathleen Lights and KL Polish

YouTube | KathleenLights

Rather than go the makeup route, Kathleen Lights opted for her own nail polish line. Called KL polish, Kathleen puts out affordable nail polish in a wide range of shades. She even once collaborated with MakeupGeek on a highlighter palette!

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7. Tati Westbrook and Halo Beauty 

YouTube | Tati

Tati Westbrook did something a little different with her own brand launch — rather than start with makeup, she went for a supplement. She has two skin boosters available that are meant to help with your hair, skin, and nails.

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8. Manny Mua and Lunar Beauty 

YouTube | Manny Mua

YouTuber Manny Mua also has his own brand. The drama-embroiled owner of Lunar Beauty launched the Life's A Drag eyeshadow palette using actual drag queens as his inspiration and in his promotions (alongside Alissa Ashley).

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9. Laura Lee and Laura Lee Los Angeles

YouTube | Laura Lee

Manny's drama partner-in-crime, Laura Lee, launched Laura Lee Los Angeles before she ever had a makeup line. Originally a company that only sold merch, Laura has out a few eyeshadow palettes and liquid lipsticks under her brand's name.

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10. Michelle Phan and Em Cosmetics 

YouTube | Michelle Phan

Arguably the most successful guru to ever transition into business, Michelle Phan is a former beauty blogger turned creator of Ipsy, the makeup subscription service worth a reported $500 million. Her brand, Em Cosmetics, also continues to put out new makeup.

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11. Jeffree Star and Jeffree Star Cosmetics

Twitter | @cshampton13

Always controversial, always working. Drama-laden Jeffree Star has an empire worth what he estimates to be hundreds of millions of dollars, with Jeffree Star Cosmetics at the forefront. The beauty company currently offers lipsticks, highlighters, and eyeshadow palettes.

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12. Nikkie Tutorials 

YouTube | NikkieTutorials

Nikkie's growth knows no bounds. With brand deals ranging from Ofra to Maybelline, she has every aspect of the beauty spectrum covered. She's even done makeup on celebs like Drew Barrymore, Kim Kardashian, and Nicole Richie!

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13. Jaclyn Hill 

YouTube | Jaclyn Hill

Jaclyn Hill is a long-time collaborator with both Becca Cosmetics and Morphe. She was the originator of Champagne Pop, one of Becca's now permanent highlighter shades, and has sold out her collections with Morphe multiple times. According to Social Blade, it's estimated she makes up to $340k annually from YouTube alone.

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14. Zoella and Zoella Beauty

YouTube | Zoe Sugg

With over 12 million subscribers, Zoella is one of the most-watched YouTubers of all-time. The guru has not only published a book, but has her own beauty brand that specializes in fragrances!

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15. Christen Dominque and Dominque Cosmetics

YouTube | Christen Dominique

Now available in Sephora, Dominique Cosmetics was launched by YouTuber Christen Dominique and is already a fave of fellow guru Tati Westbrook. Her latest collection, Lemonade, was done for Summer 2018 and is a pastel fantasy.

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16. Patrick Starrr

YouTube | PatrickStarrr

Come through, queens! Patrick Starrr has carefully picked and chosen his collabs, which wound up landing him with one of the biggest ones ever: Mac! Patrick just launched his fall collection with Mac, entitled "Destination Diva."

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