Influencer Tati Westbrook launches her own beauty brand

Tati Westbrook is the latest influencer to unveil her own makeup brand.

The YouTube star, who counts 9.73 million subscribers on the video sharing platform, has announced the launch of Tati Beauty, a cruelty-free, vegan-friendly makeup label rolling out on October 25.

"Sometimes reaching a dream means a new story is just beginning," the vlogger told her 2.9 million Instagram followers this week. "I'm grateful to still hold the same passion for makeup nearly a decade & 2000 videos later. To my subscribers, you have kept me inspired through it all... at every high & at every low, I have felt you telling me to focus on what I love... & to always keep going. This is for us."

Tati Beauty will make its debut with a Textured Neutrals Palette, a 24-pan eyeshadow series spanning matte, sequin, metallic and glitter finishes, with further launches to follow.

This isn't Westbrook's first foray into the beauty industry -- she launched Halo Beauty, which specializes in vitamin dietary supplements, in February 2018.

"I started with beauty from the inside-out, so got Halo Beauty off the ground," Westbrook told People. "The pacing and growth of the brand is on great track." She added: "But I felt like it was the right time to pivot back to color because so many people were like, ‘Tati, we need a palette! We need makeup!' It's always been in the back of my mind: how can I do this and do it well?"

Influencer-led beauty brands have surged recently: in October alone, the online star Gigi Gorgeous announced she had teamed up with the beauty subscription company Ipsy on a ‘Gigi Gorgeous Cosmetics' line, while the vlogger Carli Bybel unveiled an eyeshadow palette for the cult brand Anastasia Beverly Hills. September saw MAC Cosmetics announce the launch of a 17-piece makeup collection with the Korean beauty influencer Pony.