From You Tube To Mass Market

Rite Aid’s Jesse’s Girl Cosmetics has bulked up its line of nail enamels with a special project, the JulieG Collection. According to the company, this line of 27 high intensity nail colors was designed and inspired by internet sensation Julie Gutierrez (JulieG713 on YouTube). It’s also the first cosmetics collection created by a You Tube beauty vlogger.

A self-proclaimed girly-girl and self-taught makeup and nail artist, in 2008 Julie began filming makeup and nail tutorials on YouTube from her bedroom and has since reached a global audience of over 100 million views and 300,000 subscribers. Her videos range from colorful makeup looks to edgy nail designs and even fashion tips during the weekly “Fashion Friday” segment.

JulieG Collection (SRP: $3.99) is available at select Rite Aid stores and www.jessesgirlcosmetics.com.