Michelle Phan is one of the original digital creators who defined modern beauty content. She rose to fame on YouTube in 2007 with makeup tutorials that amassed over a billion views, before evolving into an entrepreneur who built the foundation for the creator-commerce movement. In 2011 she co-founded Ipsy, now a multi-billion-dollar beauty subscription company, and later launched EM Cosmetics, her own product line focused on ethical, art-driven beauty. Phan remains one of the most influential figures in creator-led business.