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This paper, based on broader digital ethnographic research performed on YouTube, aims at framing issues of online popularity development through the examination of videos and user comments. To explore the phenomenon of beauty gurus I analyse a purposeful sample of 80 videos from the channel Bubzbeauty and introduce an emerged typology of two video categories: tutorials and vlogs. Findings suggest that the strengthening of the guru s role as a popular online personality is the result of twodoi:10.1504/ijwbc.2016.10001832 fatcat:ymgpbwecrrfmbkwyxaiwcsnaiu