Bobbi Brown is harnessing the power and popularity of YouTube. The founder of Bobbi Brown Cosmetics (shown) has partnered with Collective Digital Studios to create I Love Makeup, a new beauty channel on YouTube – and it launches September 10th.

The channel’s beauty-related content includes shows like Say it with Makeup, where makeup is used to create works of art. There are also the typical beauty tutorials, which have been extremely popular on YouTube. The shows in this format include Get Ready with Me; Inspiration Station; and Beauty Dos, Dont’s and Duhs.

Brown explained, “Because so many YouTube stars were using my makeup in their videos, we decided to partner with some of them to fully engage them and to reach a younger audience the way only YouTube can.”