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YouTube Phenom Brings Makeup to Masses

Lauren Luke launched her cosmetics career through down-to-earth vids

By Evann Gastaldo,  Newser Staff

Posted Aug 6, 2009 12:28 PM CDT

(Newser) – A 27-year-old single mom is bringing cosmetics to the masses—via YouTube. Lauren Luke's down-to-earth how-to videos boast more than 250,000 subscribers, the New York Times reports. In the 20 months since launching her channel, the British taxi dispatcher-turned-entrepreneur has partnered with Sephora to launch her own makeup line and snagged a book deal. “Her appeal is that she is the Everywoman,” says one fashion exec.

“I’m an average-looking girl who can’t wear 10 layers of fake lashes to get that mascara effect,” says Luke. “What the TV and the magazines tell you, it’s not normal.” Her success has led fashion magazines and cosmetics lines to rethink the way they sell cosmetics. “I’m not your typical gorgeous, skinny girl,” Luke says. “But people know with me that what they see is what they get.”

Lauren Luke shows off her Avril Lavigne-inspired eyes.
Lauren Luke shows off her Avril Lavigne-inspired eyes.   (panacea81)
YouTube's Panacea81 takes her makeup tutorials from bedroom to business as she launches her range 'By Lauren Luke.'
YouTube's Panacea81 takes her makeup tutorials from bedroom to business as she launches her range 'By Lauren Luke.'   (itnnews)
YouTube's Panacea81 takes her makeup tutorials from bedroom to business as she launches her range 'By Lauren Luke.'
YouTube's Panacea81 takes her makeup tutorials from bedroom to business as she launches her range 'By Lauren Luke.'   (YouTube)
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This tutorial video by Lauren Luke focuses on a Rihanna-inspired eyeliner look.   (panacea81)

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COMMENTS
Showing 3 of 4 comments
Netstorm2k10
Aug 7, 2009 12:45 PM CDT
Does this woman have an advertising contract with Newser?
JonmarkP
Aug 7, 2009 5:35 AM CDT
I think all the makeup on Earth isn't gonna help me any. Didn't help Catherine Harris, either...
QueenAlli
Aug 6, 2009 9:49 AM CDT
real sick of this everyday woman, man nonsense. in the next breath they'll tell you how unique you are - bleh!

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