A crop of regular-Jane makeup artists have popped up on the Internet as of late, creating mini-celebrity status for themselves. More than 99,000 subscribers tune into Michelle Phan's YouTube channel (watch her birthday girl tutorial here). As for single mom Lauren Luke, she's had 39 million views on her YouTube channel since her debut almost two years ago.
Luke's video instructions often feature celebrity looks, along with some witty banter and an approachable, non-intimidating style. And now she's created her own makeup line, By Lauren Luke, which launches April 27. The collection features five palettes ($32.50 each) for the entire face, including an eye primer, three eye shadows, two lipsticks, one blush, and a deep black eye liner, along with video tutorials for each kit. Check them out below: