Michelle Phan Eclipsed by Newer Beauty Stars on YouTube
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Michelle Phan has been the reigning queen of YouTube beauty for years, leading to her own makeup brand via L’Oreal (Em) and her own beauty products sample subscription service (Ipsy), among many other things. But in yet another sign that social-media stardom can be short lived, Ms. Phan, 28, has been eclipsed not just once but twice by up-and-coming beauty bloggers for monthly views, according to a new report by video analytics firm Pixability.
Bethany Mota (macbarbie07), 19, actually surpassed Ms. Phan for monthly views for the first time in late 2013 and has kept growing since. An even faster riser, Zoe Sugg (zoella280390), 25, surpassed Ms. Phan for monthly views in February, and Ms. Mota this spring, according to the Pixability data. Both Ms. Mota and Ms. Sugg now top Ms. Phan for subscribers as well.
With nearly 1.2 billion lifetime views, Ms. Phan still tops both Ms. Mota (682 million) and Ms. Sugg (433 million). But things are changing fast. Ms. Sugg hit 28 million monthly views last month, surpassing the all-time category record of 26 million Ms. Phan set in 2009 with her “How to Get Lady Gaga’s Eyes” videos.
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