Fashion and beauty videos, particularly haul videosthose that summarize a recent shopping trip-have quickly grown into a YouTube phenomenon. Creators share the fashion and beauty products they buy and detail how they use them to create a look. Today, over 50 million people devote more than 1.6 billion minutes watching these videos. Despite the size of this online practice, little research exists investigating how this new content fits within the world of fashion media. This paper offers initial insights into the complex network of stakeholders and explores opportunity areas to develop products, services, or systems that support YouTube creators and consumers, retailers, and other media channels involved.

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