Lise Watier Teams Up With YouTube Star Alexandra Larouche

Well here's something you don't see/hear about everyday: Lise Watier has enlisted YouTube star Alexandra Larouche — star of Alex Fashion Beauty — to be their artistic director for a new collection.

The 22-year-old Lac-St-Jean native will mastermind Collection Alex after winning the Lise Watier Something Sweet ambassador online contest last year. (And rightfully so: girlfriend has over 100 800 YouTube subscribers, her tutorials have racked up 7 million hits, and she has 35 000 Instagram followers, too — all only since 2010.) The collection will be modelled after her own image, and she's been a part of the creative process every step of the way — along with experts like international makeup artist David Vincent, of course.

Larouche's aim? To develop a line of luminous, natural collection that would appeal to both young girls and adults (and she chose colours based on the needs of her audience). And she did: Rouge Fondant Supreme ($24) is a hydrating lip balm in a pink-tinted nude shade, the Duo Blush & Glow ($29) works to enhance cheeks via natural matte-finish in a rose hue and golden illuminating powder, and her Quatuor Eyeshadow Quartet ($33) includes tones like white gold, rose, plum, and taupe. 

"I wanted to offer a selection of eyeshadows in neutral shades that would be easy to wear every day," explained Larouche. "I also imagined a palette that would work with all eye colours and suit women of every age."

You can buy the collection online — and score a sweet cell phone case while you're at it (if you buy everything at the same time). Canadian beauty lines say whaaaaat. Congratulations to us all.