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Outside of Europe, familiarity with Belgium is pretty much limited to dark chocolate, waffles, and Hergé’s Tintin comics. That may soon change with Axelle Despiegelaere’s random and rapid ascendency. The 17-year-old Belgium soccer fan captivated social media after she was photographed in the stands at the World Cup sporting a devil-horned felt hat.

Cosmetics giant L’Oreal recognized a marketing goldmine in the Belgian beauty, and quickly commissioned Despiegelaere for a series of beauty tutorials. The first video was released two days ago and is well on its way to receiving a million YouTube views.