This paper presents a case study of an independently-owned makeup and beauty blog that successfully built a larger audience and extended its influence in the cosmetics and beauty market. The owner of the site wanted to enhance her profile as a product expert, reviewer, and influencer for brands in the industry. Her key decision issues focused on determining which content and media strategies would build the greatest number of subscribers, increase overall traffic levels, and raise her profile with both brands and consumers. The analysis illustrates how social media platforms can amplify a message to a larger audience, the importance of developing engaging content, and how to leverage the power of social influencers.