Subblime, a new online hub for YouTube stars to shared products they love (and generate revenue in the process), launched publicly on Tuesday. The site has been in a private beta stage for months. It has already drawn YouTube creators like Elle Walker and Kristina Horner to publish lists of their favorite items.

Fans who join Subblime immediately subscribe to their favorite YouTubers’ lists and can choose to favorite it or buy it.

“My number one customer is the content creator on YouTube and my goal for them is to help them grow their business,” said co-founder and CEO Adam Winnick, noting that everyone on YouTube is looking for additional revenue streams to buttress the influx of ad dollars.

Winnick made frequent analogies to examples in traditional media such as “The Biggest Loser,” which made a lot of its money from integrating fitness apparel and dietary supplements into the fabric of the show.