Internet beauty queen Michelle Phan is one of a growing number of online video content creators with their own book deals. Phan’s book, titled Make UpYour Guide to Beauty, Style, and Success–Online and Off, has now arrived in both brick-and-mortar and virtual outlets. In order to promote it, Phan appeared on Today, where she discussed her book and provided three women with their own Halloween-inspired looks.

On the program, Phan joined Hoda Kotb, who was particularly interested in learning about the ways in which Phan turned her makeup savvy into a network of interrelated beauty brands. An accompanying article on Today‘s website shares Phan’s morning routine, along with video of her TV appearance.

Phan’s presence on national TV serves as a promotional tool for her book, which can be purchased from Amazon, Barnes & Noble, and several other major retailers. “From building the perfect makeup tool kit to perfecting your online persona, Michelle has advice to help you transform every facet of your life,” reads a post on Phan’s website. “Make Up is packed with Michelle’s trademark beauty and style tutorials, as well as stories from her own life and advice on the topics she is asked about most, including etiquette, career, entrepreneurship, and creativity.”

The book will appeal to Phan’s 7.1 YouTube subscribers, who tune into weekly videos on her primary channel. Phan connected with those fans during a Facebook Q&A session she launched to hype up her book’s release. Click over there to see Phan interact with her followers, and check out her website for more information on her new book.

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