When Michelle Phan parts her lips — Ferrari red and lacquered, or Krispy Kreme cream and glazed, or vigorous pink but embalmed in balm — it is extremely important to pay attention to what comes next. As a fledgling beauty vlogger in the early aughts, Phan predicted the economy of influence that now powers the billion-dollar beauty industry. As a successful beauty vlogger in the early '10s, Phan wondered if direct-to-consumer sampling could be lucrative; the subscription box she cofounded in 2011, Ipsy, now brings in a reported half billion dollars each year. She took a break from social media in 2016, years before it was fashionable to do so, due to, among other things, an almost pathological addiction to career success. And then she came back because her work wasn’t done.