Self-taught makeup artist turns beauty videos into cash
Beauty YouTuber Annalee Muggeridge's channel has become so successful she is leaving her job in retail to focus on her online presence.
The New Plymouth makeup artist said with a rapidly growing number of followers to her channel, MakeUp by Annalee, it was now providing her with a comparable income to her day job as a makeup rep and it was the right step in growing her brand.
"I think the timing's right," the 26-year old self-taught artist said.
"I feel like I've got bigger and better things to be moving onto now."
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"I live my life a bit by the saying 'a comfort zone is a beautiful place but nothing grows in it'," she said.
She is currently working out her notice at Centre City's Life Pharmacy where she has spent more than three years selling makeup for cosmetic brand Clinique.
It was while in that job that she grew into an online star after she began showcasing her client's makeovers on a Facebook page.
This proved so popular she was asked for an online "how to" makeup guide, which prompted her to launch her own YouTube channel.
Muggeridge has spent the past three years uploading beauty tutorials to the video sharing platform and in that time she has gained around 105,000 subscribers and her videos have been viewed more than 3.5 million times.
In addition, she has racked up about 33,000 followers on both Instagram and Facebook, where she shares tips and tricks on beauty, fashion and home decor.
Her organic, relatable and at times humorous content is what she thinks makes her a success in such a fast-growing and competitive environment.
That, and her 'gift of the gab' Muggeridge said her parents joke she was blessed with.
The young entrepreneur has signed with an agent who works with other internet sensations such as beauty guru Shaaanxo and comedian Jimi Jackson.
But she is realistic about the future of her internet job and conceded it was uncertain.
"I'm just going to ride the wave," she said.
For now it was affording her a comfortable lifestyle, with many brands, including Covergirl and L'Oreal, wanting to team up with her, she said.
Muggeridge was coy on just how much her vlogging would reap but other YouTubers generally earn about $1 for every 1000 views of a video, plus revenue through advertising and product endorsements.
Muggeridge, who would continue to freelance as a makeup artist, said she was now in a position where she had many brands wanting to work with her which enabled her to choose and in turn stay true to her own brand.
"There's a real fine line between people thinking you're a sell-out versus doing your job. I never want to come across as a sell-out because I do work really hard with what I do."