The Beauty of 78.5 Million Followers on Social Media

Addison Rae

A little over a year ago, Addison Rae Easterling rode down the boulevards of Beverly Hills in an Uber to meet with Marcelo Camberos, the chief executive officer of Ipsy, the largest beauty subscription service in the United States. Ipsy, named after an intensive pronoun in Latin, ipse, sells small “glam bags” of beauty companies’ products like, say, cheek highlighter in a shade of tiramisù. For $12 and up a month, the company mails those bags to millions of subscribers, many of whom listen to advice from Ipsy’s vast network of vloggers, influencers and stylists. Now, in a new venture called Madeby Collective, the company hoped to manufacture and develop entirely new lines of makeup on its own. What Ipsy needed was a face to help them sell it.

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