It’s no secret that makeup vloggers are a force to be reckoned with in the online beauty space — you may recognize Michelle Phan from her wildly popular YouTube videos and her ubiquitous Diet Dr. Pepper commercials — and to meet the ever-growing demand for videos content, Allure announced on Wednesday that it has launched its own beauty channel with four original series and a focus on sharing its expertise with its readers in a whole new way.

“I think that video allows us to do so many different things that we can’t do in print. It’s an important part of how our reader and user experiences the brand,” Allure‘s Editor-in-Chief Linda Wells told us over the phone. As for why the magazine is choosing to expand its online video presence at this time, she explained, “We knew [our online videos] were getting a lot of traction and bringing visitors to the website, and this idea of having the ability to increase our reach and go on a much larger scale was very attractive to me,” adding, “I would have happily done it 20 years ago.”

Much of what has made online vloggers so successful is their raw, deeply personal content — and Wells has made an effort to bring elements of this to Allure‘s video content as well. “It’s down to authenticity and the genuine passion that the vloggers have. It’s really phenomenal and it gives them a great, grassroots audience,” she said. “Something you get from bloggers that you don’t normally get from magazines is that emotional reaction.”

Allure also plans on fostering a number of online personalities in the vein of the vloggers the web has come to know and love, including hilariously sassy hair stylist Ashley Javier, who hosts the channel’s show “Hair Tyrant,” and Cassandra Bankson — whose YouTube tutorial about concealing severe acne is the most watched beauty video online — who hosts the emotional “Cassandra to the Rescue.”

Makeup tutorials and hair how-tos that made vloggers so popular will be key pieces of content on Allure‘s channel, but in keeping with the 23-year-long tradition of the magazine, you won’t be seeing any amateurs: There will be no shortage of experts sharing their tricks of the trade. Wells even hinted that Allure is partnering with some of the most well-known names in the beauty world on creating their own programs for the channel.

“What we want to do is make sure that our videos are true to our brand: It’s a big brand with a reputation for expertise, reporting and doing the background work to find the best resources and information, then putting that in an attractive production,” Wells told us. “We will have a higher production value, but we want to keep our voice really authentic, having the videos feel intimate as opposed to slick and glossy. We want it to feel real and raw and unrehearsed.”

white prom dresses