Rachel Levin grew her YouTube audience by 14% last year by rethinking the traditional makeup tutorial.

Rachel Levin grew her YouTube audience by 14% last year by rethinking the traditional makeup tutorial. She was “the second top performing beauty blogger of 2017” with nearly 13 million subscribers, 100 million average monthly views, and a total cross-platform audience of 20.5 million. Levin has switched from the typical create-a-look format of tutorials to comedy sketches, and videos that meet the two somewhere in between, like: “Putting One Pound Of Makeup On My Face.” (Glossy)