Beauty video views just keep growing on YouTube, according to new data from Tubular Labs. Its recent year-over-year comparison shows an impressive 30% increase in views as categories like makeup lips, beauty hacks, nail care continue to lead the way – despite fewer videos uploaded than bigger categories like skin care and hairstyles. Some additional highlights from the industry snapshot:

• 41% of YouTube’s beauty video audience comes from male viewers, with the highest percentage of those (13.7%) in the 25-to-34 age bracket. The highest share of female viewers (19.4%) also came from that age range.

• Other content beauty viewers watch include videos on floristry, astrology, prom topics and drag culture.

• After watching beauty social video content, these viewers are most likely to shop for brands like e.l.f. Cosmetics, CeraVe, Burt’s Bees and Rimmel on Walmart.