YouTube has made beauty experts out of so many young vloggers reporting on the latest trends and giving makeup advice from their bedrooms. In 2013, beauty-related videos on YouTube garnered 700 million views per month — a 133% increase from 2010’s average of 300 million views per month.

Now it seems like Allure magazine is finally claiming its place as the ‘beauty authority’ – and is stepping up its online presence. The publication already has a few videos, and as a whole, Conde Nast Entertainment’s digital audience grew by 761% in unique visitors from 2012 to 2013.

Now, Allure has launched a dedicated digital video channel, with four new original series featuring makeovers, expert beauty advice, and the inside stories behind the most memorable celebrity beauty looks.

The videos will be at video.allure.com, as well as on its YouTube channel – and through syndicated partnerships.

Allure’s four new video series are:

• Hair Tyrant with Ashley Javier: In this series, Ashley Javier operates an invitation-only salon where his customers agree to submit to his vision—and his brutal honesty. Ashley gives women dramatic makeovers.


• Cassandra to the Rescue: Model Cassandra Bankson became a YouTube sensation after posting a video in which she removed all of her makeup to reveal her severe acne. In her series, Cassandra helps women with varying skin problems use makeup.


• Beauty Evolution: An extension of a classic, popular in-book feature, Beauty Evolution delves into some of the best (and not-so-best) beauty looks of favorite celebrities.


• Beauty Basics: A new take on the classic how-to, featuring tips and techniques that teach women how to recreate popular hair and makeup looks on themselves.

Linda Wells, editor in chief of Allure, commented:

“Beauty is one of the fastest growing categories in video. It is a great platform for a mix of entertainment and information. It is an important frontier for beauty and the audience is passionate, opinionated and involved.”

Dawn Ostroff, President, Conde Nast Entertainment, added:

“The Allure digital channel brings to life the expertise, passion and loyalty that the brand has always shared with its consumers. Premium content for the beauty category’s engaged audiences is a key component of the continued growth of CNE’s digital network.”