In January this year, Ipsy president Jennifer Goldfarb commented, “There are hundreds if not millions of beauty content creators online. We want all of them.” This week saw the beauty subscription box company and event business make another move in this direction – with the announcement it has signed on rising influencers Gabriel Zamora and Madison Miller.

Gabriel and Madison will become Ipsy “stylists” – curating boxes for the company, as well as produce content for beauty brands. They replace out-going stylists – vloggers Katy DeGroot from LustreLux, Desi Perkins, and Chrisspy’s Christina Cagle.

“We are investing majorly in helping them make amazing content and build their brands. They might go from an audience of 20,000 or 30,000 [YouTube] subscribers when they join Ipsy’s in-house program to the one million, two million that Desi, Katy and Chrisspy are at today,” Goldfarb tells WWD.

“We spot who we think has potential early on and help them grow and then they remain friends with Ipsy. It’s a very amicable next step. The idea is we then have the next generation that comes into the in-house platform, and we are going to focus on them being the next to get to one million, two million subscribers.”

Image: @thegabrielzamora