The former junior beauty editor and social media manager made the big leap into full-time blogging to pursue her love of beauty. The result? A blog and YouTube channel that are as beautiful as they are engaging. Here, she tells us what it takes to start vlogging, how her brother changed her confidence and the best beauty trend to try now…
Tell us a little about your journey into makeup and beauty. What inspired you to start your eponymous blog?
Being at university, living on campus, I used to read quite a few UK-based blogs. I also watched and subscribed to many beauty channels and found myself falling more and more in love with the concept of creating content and sharing things that I love to whomever would care enough to read or listen. Back then, my blog was just a hobby with a focus on trendspotting and creating wish lists. I was obsessed. The first video I ever recorded of myself was filmed on my laptop camera (the poorest quality), sharing my OOTD. I never uploaded half the video content I created. They lived on my laptop before I ever thought of taking myself seriously. It’s when I finished my undergrad that I decided I needed to explore this thing I was so passionate about. The following year I found myself at the London College of Fashion (part of the University of Arts London), studying a post-graduate Fashion and Lifestyle Journalism course. It was during this course that I realised my passion was actually beauty.
What are some big wins and challenges you’ve had while growing your brand?
I’d say my first year of blogging full time was a rollercoaster of emotions. I had just quit my job and gave myself six months to try and secure a lucrative campaign. For the first five, I’d get odd work here and there. I was still doing freelance writing for some publications on the side, but I just wasn’t making enough. In month five, I began looking for a permanent job until I was approached by a big beauty brand to sign a six-month contract for a campaign. It was huge. It meant TV interviews, rubbing shoulders with one of the country’s biggest media personalities and, of course, tons of exposure. The wins and challenges are somewhat different now. Social media is a beautiful beast, but a beast nonetheless. It takes innovation, dedication and a thick skin to navigate through it. Because my background is researching for stories and social media management, I have fun most of the time. But a constant win is being aware of the lives you are affecting positively.
What does a typical day look like for you?
I work from home, so I’m awake between 7am and 8am, and I’m in front of my desk by 9am. I first tackle admin like responding to e-mails, chasing invoices and general plotting of the day or, if it’s Monday, the week ahead.
I then go through my social media and see what I need to post. If I need to create a beauty flatlay for an Instagram tile or something quirky for Instagram stories, that’s what I do. I then prep and shoot a YouTube video, which I’ll edit after lunch so that it’s ready to go live that evening (it takes a good five or six hours to do).
On a day when I’m not filming, I work on secret, secret projects that’ll hopefully be revealed in the near future…
Tell us a bit about your must-do beauty routines…
I must cleanse my skin every day. I’m makeup free most of the week so a good skincare regimen is up there on my to-do list.
What’s your favourite makeup trend of the moment? And any trends you don’t love right now?
A favourite trend is the wet-look skin. It’s essentially strobing or highlighting using a technique that makes you appear to have a light sweat in the right places. It’s so tricky to get right but I love to see it on well-looked-after skin. A trend I don’t love so much is pretty much any viral Instagram look, i.e. squiggly brows, glitter where it’s not supposed to be…
If you weren’t in beauty, what would you be doing?
I’d still be in the industry but probably working in magazine. My dream title was Editor-in-Chief at Elle or Vogue. If not beauty at all, then I would have taken up psychology with a focus on criminology.
What’s the best piece of advice you’ve ever received?
When my older brother told me not to care about what other people think. It’s simple – maybe a tad cliché – but I was having anxiety about vlogging in public and it’s the way he said it. I’ll never forget it. I apply it to pretty much everything I do.
We’re obsessed with your YouTube channel. Any advice for someone who wants to vlog?
Just start. You’ll find your footing along the way as we all did. Be consistent and seek to improve with everything that you put out. You don’t have to have all the answers right away (and you won’t) but if you have enough passion and drive, you’ll be just fine.
What’s the coolest video you’ve made?
Ha! Probably when I let my brother do my makeup.
And finally, what does beauty mean to you?
Family and self-worth.