For many YouTube networks, traditional ads alone aren’t cutting it. That’s why so many are using their stable of stars to reel in branded content deals.

Maybelline has signed such a deal with YouTube network StyleHaul that runs through the end of the year. Eight of StyleHaul’s YouTube stars will create videos for the beauty brand and serve as brand spokespeople and create how-to videos using Maybelline products to show cosmetic trends. In addition to running on the creators’ YouTube channels, the videos will pop up on Maybelline’s content hub City under the “Two Looks” section and could eventually make their way to TV.

“We’re not developing TV commercials here. The more authentic content, the better the girls are positioned to act as true brand ambassadors,” said Karen Mlynarczyk, VP-media and integrated marketing communication at Maybelline. “It’s different than an ad model.”

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