Fast Company's Nicole Laporte profiled Ipsy founder Michelle Phan - and explains in this story how the YouTuber plans to reinvent the cosmetics industry.

Here's why beauty marketers should pay attention: Ipsy has a network of 10k influencers who are all self-proclaimed beauty gurus - and each has massive social media followings.

Jennifer Goldfarb, a veteran of Bare Escentuals, describes Ipsy's plan to build an "army" of social media influencers, saying, "There are hundreds if not millions of beauty content creators online. We want all of them."

This "social media army" will help Ipsy to continuously draw in and retain subscribers for its monthly Glam Bag. Laporte writes that Marcelo Camberos, Ipsy's CEO, said, "People join Ipsy to get the Glam Bags, but the community experience is why they stay."

Phan first announced her plans last June to set up this 'Open Studio' to help beauty entrepreneurs - and train her 'army.'

Photo on Right: Stefanie Keenan Photography
Photo on Left: Lush4Blush.com