In 2014, beauty was the fourth-leading industry with the largest reach of influencers in the United States. These influencers, dubbed online as “Beauty Gurus’ online, use their skills in makeup to partner with cosmetic brands. Maybelline’s communication strategy includes the use of social influencers to promote trends and products in the social space by the use of advertorials on YouTube. This provides a perfect case study for identifying the characteristics of influencer used by a successful cosmetic brand.