Talent agency UTA has signed longtime beauty vlogger Shayla Mitchell, better known to her 3.4 million followers across Instagram and YouTube as MakeupShayla. UTA will rep Mitchell globally in all areas of her career.

In addition to her makeup content, Mitchell has also used her platform to pave the way for BIPOC in the digital beauty space, UTA says, and has sought to promote body positivity while challenging conventional notions of beauty.

Mitchell, who got her start as a professional makeup artist and turned to social media to promote her freelance businesses, was recently named ‘Beauty Blogger Of The Year’ by Essence magazine. Throughout her career, Mitchell has collaborated with brands like MAC, NARS, Secret, Buxom, Laura Mercier, and Estée Lauder on sponsored content. She has even launched her own product collaborations with ColourPop and Maybelline — marking the drugstore staple’s first-ever collab with an influencer.

Mitchell counts 2.7 million Instagram followers. On YouTube, she has garnered 746,000 subscribers and counts roughly 500,000 monthly views.

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