Beauty vlogger Michelle Phan is entering the 360-degree video space with Littlstar.
Founded in 2014, the Littlstar platform currently hosts exclusive virtual reality content from National Geographic Channel, PBS, Mountain Dew, Discovery Channel, the Fusion Network and many more. It is currently available on iPhone, Android, Web and the Gear VR.
“We have exciting things planned for 360, beyond just makeup tutorials,” Littlstar founder Tony Mugavero told VideoInk via email. “This collaboration will allow us to innovate on episodic content, high profile behind the scenes stories, travel, fashion and more. This medium needs experimentation and iteration, and Michelle is incredibly fast and forward thinking when it comes to creative ideas in media. You also need a reason to tell a story in 360 degrees, so expect rich environments and plenty to see!”
Phan has proven herself adept at taking emerging video platforms and using them as a launching pad for successful business ventures.
In 2006, she established a YouTube channel focusing on makeup tutorials that has gone on to rack up more than 8 million subscribers and 1.18 billion views. In 2011, she started the company Ipsy, a $10-a-month subscription service that sends members “glam bags” of makeup samples. The company now ships more than 1.5 million bags a month to subscribers in the U.S. and Canada paying $10 a month, driving revenue that exceeds $150 million.
In June, the company launched Ipsy Open Studios, a Santa Monica, Ca., facility offering its network of 10,000 beauty content creators free access to soundstages and production and post-production equipment, along with a suite of mobile apps to support the process.
Last month, Ipsy announced that it had raised $100 million in Series B funding from TPG Growth and Sherpa Capital to fuel its growth and continued investment in the beauty content creator community.
Phan has also partnered with Endemol Shine Group on Icon, a global lifestyle network created focusing on beauty, fashion, food, DIY, human interest, travel and health that debuted in the U.S. and U.K. in March. She also has her own makeup line with L’Oreal, Em Cosmetics, launched in 2013.