YouTube introduces a new dedicated channel for style and beauty content

By Deanna Utroske

- Last updated on GMT

A beauty vlogger applies makeup in front of a camera - © Getty Images \ (Tirachard)
A beauty vlogger applies makeup in front of a camera - © Getty Images \ (Tirachard)

Related tags Youtube digital ecommerce

The popular video sharing website has created a channel expressly for cosmetics, personal care, and fashion content that will organize and compartmentalize beauty videos to be both useful for viewers and useful to brands and advertisers hoping to incorporate the site in to their digital retail strategy. launched earlier this month during New York Fashion Week and already the page has over 28 million subscribers.

In its debut /Fashion post, YouTube called the page, “the ultimate destination for style content that bridges both our fabulous endemic creator community and the more traditional worlds of fashion and beauty. Each shelf on /Fashion is chock-full of videos from fashion and beauty creators, industry professionals, publishers and luxury fashion brands. We want anyone who is looking for style content to have a place to come and be inspired by what they see.”

YouTube is helping business get social

The new /Fashion YouTube page is more than just a public service move, it’s a business opportunity for YouTube and for beauty companies and entrepreneurs.’s Diana Pearl spoke with YouTube’s director of beauty and fashion​ and reported that the page has “three types of potential partners [in its sights] for the channel: fashion and beauty brands, like Louis Vuitton and Michael Kors; professionals, such as models and makeup artists; and publishers, which are more traditional outlets like Vogue or Vanity Fair.”

Director Derek Blasberg told Pearl that “A lot of brands focus on campaigns and branded content, which is an incredible resource and definitely sets the tone for what they’re trying to say, especially for seasonal-based fashion brands, setting the message of the season. But what we’re trying to get brands to wrap their heads around is how to create original content.”

His statements suggest that YouTube is encouraging business to communicate and connect in the same way that content purists do.

There’s more to come from #YouTubeBeauty

The new page serves up user-chosen content rather than algorithm-curated content. So it promises to be an online destination for self-selecting cosmetics and personal care consumers.

And YouTube’s introductory page post suggests as much, stating, “We can’t wait for you to explore our new offering, get inspired by all the great content and share with your friends. Be sure to come back often, as we have a lot more to come!” ​There are, of course, hashtags—digital markers that signal what matters to the page and its viewers—#YouTubeFashion and #YouTubeBeauty.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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