“Glam life guru” Tati Westbrook is regarded as one of the pioneers of YouTube makeup channels. Since launching her channel in November 2010, she has amassed a mind-blowing 1.4 billion views for her content and won more than 8.4 million subscribers. She has also gained millions of followers on both Instagram and Twitter and continues to be a popular presence across social media more than a decade into her career. She launched her own beauty company, Halo Beauty Inc. in 2018, selling vegan and cruelty-free vitamin supplements and skin boosters.

Westbrook hails from Seattle and worked as an image consultant and makeup artist before launching her GlamLifeGuru channel nearly 13 years ago. Although there are thousands of channels offering them today, online makeup tutorials were a relatively new thing back in 2010, and Westbrook, with her real-world experience and shining personality, quickly became the mother of what is now a multi-million-dollar industry in itself. She hit the 1 million subscriber mark in 2016 and has continued to grow ever since.

The most popular of Westbrook’s YouTube videos offer a brilliant cross-section of the diverse content that has made her so popular. There are makeup tutorials, reviews, rants, vlogs about her wedding, all kinds of content that offer a rounded portrait of a remarkable modern entrepreneur.