Michelle Phan, whose rise to fame began with YouTube makeup tutorials, has opened a new space in the offline world for beauty content creators.
Ipsy Open Studios is located in Santa Monica, Calif. and will serve as an incubator and work space for creatives in the beauty world. They’ll have access to production and editing equipment along with a studio. They’ll also be able to connect with Phan herself, who will serve as a mentor.
Ipsy Open Studios is the next phase in the Ipsy online beauty community Phan founded in 2011 with Marcelo Camberos, previously of Funny or Die, and Jennifer Goldfarb, a former executive at Bare Escentuals.
Ipsy members pay $10 a month to receive a grab bag mixed with sample and full-size beauty products delivered to them monthly. The company currently counts 1 million subscribers in the U.S. and Canada and has over $150 million in revenue.