makeup brands have been on a steady incline in the market with Glossier, an internet based makeup brand focusing on innovative, minimalist yet high quality products, being the leader of the pack. One of the ways Glossier has been able to not only shake up the status quo of legacy brands, but also dominate and lead the new school of social media born makeup lines is leveraging the YouTube space. Parallel to the rise of niche beauty brands, has been the rise of influencers and brand ambassadors via YouTube. With the continuous shift to online-only or online based products and companies, consumers face the difficulty of not being able to try a product before purchasing. Recognizing that challenge, more and more companies are making returns and exchanges an easier and more seamless transaction. However, many do not want to go through the hassle of making the purchase and having to make a return.This is where YouTube has been quite useful. Many YouTubers have been able to personify the customer feedback segment by buying and trying goods and services and reporting to the interested consumer their experience. So all the potential buyer is doing is relying on the feedback and experience of someone they trust in the arena. Glossier has leveraged that segment of knowledge and seamlessly added on their site and social media pages “YouTube Tutorials” of many if not all of their products, digitally inserting the “try and buy” part of the buying process back into the fold. Will legacy brands be able to master the internet space like the newer, smaller, more innovative makeup lines like Glossier?