By  on March 14, 2014

Beauty vlogger Michelle Phan’s “Matte About You” video posted on her YouTube channel on March 7 already has 1.2 million views, a norm for her. Then there is MAC Cosmetics, whose most-watched video so far this year is “Viva Glam — Behind the Scenes With Rihanna.” It has received more than 58,000 views since early February.

The numbers don’t lie — when it comes to beauty content on the Google-owned YouTube, vloggers like Phan are running mascara rings around the major brands.

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