Forget bloggers, the Noughties is all about the new generation of YouTube screen stars. Metro meets the new crop of Web channel fashion, beauty and lifestyle celebrities.

Metro profiles beauty vlogger Estée Lalonde.

NAME OF CHANNEL

essiebutton
 
ORIGIN
 
Toronto, Canada
 
AGE
 
24
 
SUBSCRIBERS
 
Youtube 820k, Twitter 159 k, Instagram 432 k
 
MY FIRST VIDEO ON YOUTUBE WAS...
 
In 2011, I talked about my favorite makeup brushes. I just started getting into makeup and I remember going  to the shop, buying all these brushes and spending 20 minutes talking about them on a video. I’m sure it must have been very boring !
 
 
I STARTED VLOGGING BECAUSE...
 
I felt it was easier to explain things and show products through video than in written form, and I’m quite a chatty person anyway.
 
 
MY MOST VIEWED VIDEO IS…
 
It’s “How To: Messy Curls for Short Hair” (550K views). There aren’t that many tutorials about this topic, so I guess that’s why people liked it.
 
MY PERSONAL FAVORITE VIDEO IS...
 
I did a video called “My Weekend Morning Routine”, which I really love because it shows what I do on a typically relaxed day, like walking the dog in the park.  I also love doing “Non-Beauty Favourites” videos because my viewers can see  a different side of me. 
 
 
YOUTUBE IS MY FULL TIME ACTIVITY SINCE...
 
Two years ago, I was a psychology student with three part-time retail jobs and it was becoming impossible to do everything at once, so when I finished my studies, I decided to take on YouTube full-time and I’m glad I did.
 
 
WHAT DO YOU LOVE ABOUT YOUTUBE...
 
It’s all about the interaction with the viewers: you post a picture and get an instant reaction, which is so cool. They even direct you in the type of content they want to see.
 
 
WHAT DON’T YOU LIKE ABOUT YOUTUBE...
 
I’d say the technology side. I don’t even think I owned a camera before I started vlogging. Learning how to film, how to edit and do the lighting was hard. I filmed so many videos that weren’t in focus and I had to refilm them...
 
 
MY FASHION ICON IS...
 
Whitney Port. I constantly look at her Instagram feed for inspiration.
 
 
THE HIGHLIGHT OF MY CAREER SO FAR...
 
Last season, I was invited to the Burberry show and I created a makeup video in collaboration with them, which was very exciting.
 
 
MY BIGGEST DREAM IS...
 
I feel strongly about helping young girls improve their self-esteem and feel empowered, so I’d love to be involved in some  sort of campaign or charity about that.
 
 
IN 10 YEARS I WANT TO BE...
 
It’s difficult because who knows where YouTube is heading? It’s already changed so much since I started; I’d just like to keep being involved in some exciting projects.