Cast your mind back ten years and you might have thought YouTuber was a terrible misspelling of yoghurt.
But now, it's as viable career option as any other, with vloggers steadily collaborating with some of the world's biggest beauty, fashion and lifestyle brands.
One such success story is 's Em Ford, who is currently starring in the latest campaign for mega-retailer, Boots.
Chatting recently to GLAMOUR, Em said her online presence started with a written blog, but it was the support of her followers and an unexpected redundancy that ultimately led to the beginning of a big YouTube career.
I was made redundant days after going viral
Like most people who blog in their spare time, Em fantasised about the moment she would quit her day job to pursue My Pale Skin as a full-time career.
"But I didn't actually get to make that decision," she says. "It was made for me, as only days after uploading 'You Look Disgusting', I was actually made 'redundant'."
The video, which detailed comments Em had received about her appearance online, reached over 10 million views in just the first week and is still her most-viewed video three years later.
"It was a bittersweet period in my life, but one which give me the push to have an incredible few years I could never have dreamed of."
Em began her YouTube channel after fans of her written blog kept requesting video content – "I finally caved!"
When filming her first videos, she said she was mostly nervous that her colleagues would see it and judge her terrible camera work. When it comes to being confident in front of the camera nowadays, Em says:
"It's a journey rather than an overnight wave of confidence. Sometimes I still get nervous, but practice and having a little 'pre-camera ritual' makes all the difference! I think of it as getting ready to meet my friends - and I still even put perfume on and dress as if I were."
Meet the women who turned their kitchen table businesses into booming brands
I've learnt a lot around the psychology of online abuse
'You Look Disgusting' was a breakthrough video not just for Em's career as a YouTuber, but also for shining a light on online bullying.
Em continued to delve into the topic, filming a BBC documentary 'Troll Hunters' soon after.
"I learnt a lot around the psychology of online abuse", she says. "As hard as it sounds - it's not about you, it's about them - unleashing their pent-up anger and frustrations with their life and the world, on someone who just so happens to be you."
"If someone is sending or leaving abuse online, they usually have serious issues or problems going on in their life. When I realised this, I started looking at comments in an entirely different way."
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How I deal with my acne today
Having shared her struggles with acne-prone skin so openly over the years, Em says one thing that's really helped her accept her skin today is 'understanding and knowing that there is no miracle one product that will make all your dreams come true overnight.'
"Beauty should be about how you feel, not how you look. So instead of constantly searching for a product which may make you 'look' a certain way, look for something which can make you feel a certain way."
Whenever her acne is getting her down, Em says she has 'safety makeup products' that always make her feel good and those are the first she reaches for.
Her current favourite budget buys are the and . She's also a big fan of .
If you know someone with acne-prone skin, Em says the best thing you can do is to support them and believe them when they say that they can't just 'get over it'.
"Acne affects every part of people’s lives, and a kind ear can make all the difference."