In the ever-evolving world of digital beauty, beauty influencers are redefining the industry landscape. These trailblazers aren't just breaking barriers—they're building a realm where creativity flourishes and authenticity is the guiding principle. Brands are flocking to these influencers because they understand their power in shaping consumer trends and fostering engagement.
We had the chance to connect with some of these beauty industry disruptors to explore their journeys and learn how they've paved their way to success.
Growing up, Kirsten used to spend all her free time watching hair and makeup tutorials on YouTube and then she would sit and practise on herself for hours. After a few years of refining her skills, she naturally became the go-to person for beauty-related questions among her friends and family. She found it incredibly fulfilling to educate and inspire others, so she decided to start an Instagram page where she could share that knowledge with a wider audience!
GLAMOUR: What inspired you to start creating content online?
Kirsten Jenkins: I have always been really passionate about beauty. Growing up, I used to spend all my free time watching hair and makeup tutorials on YouTube and then I would sit and practice on myself for hours. After a few years of refining my skills, I naturally became the go-to person for beauty related questions among my friends and family. I found it incredibly fulfilling to educate and inspire others, so I decided to start an Instagram page where I could share that knowledge with a wider audience!
GLAMOUR: What are some of the misconceptions that people have about what you do?
Kirsten Jenkins: I think some of the common misconceptions people have about content creators/influencers is that we are all paid to promote products without genuine interest or that we all lead glamorous and perfect lives based solely on what we portray online.
GLAMOUR: What do you enjoy most about producing content online? (please touch on the most rewarding part)
Kirsten Jenkins: The most rewarding part about being a content creator, especially in the beauty industry, is having the ability to empower and positively impact other women. I always feel more put together and confident when I take the time to apply makeup and style my hair. It's not just about looking good, it's about feeling good, and I find it incredibly rewarding when I receive messages from my audience to tell me that my tips have helped them feel like their best selves.
GLAMOUR: What were some challenges you faced along the way, whilst being in the industry?
Kirsten Jenkins: would say my biggest challenge has been time management, alongside content creation, I work full-time as a marketing specialist. Juggling these responsibilities can be very taxing, requiring careful planning and prioritisation to ensure that both my professional work and content creation receive the attention they deserve.
GLAMOUR: How do you protect your mental health and peace when having a strong online presence?
Kirsten Jenkins: I think one of the most important things to remember is that comparison is the thief of joy. It's easy to get caught up in comparing our lives to the curated highlight reels of others on social media. We often forget that what we see online is just a glimpse into someone else's world. Spending time offline allows me to refocus on my own life, goals, and successes. Practicing gratitude and acknowledging my achievements, no matter how small, helps me stay grounded and appreciative of my journey.
GLAMOUR: What advice can you share with those who are embarking on building their brand and getting started in the online space?
Kirsten Jenkins: The best advice I could give to someone who is just starting out in the online space is:
- Authenticity is key to building genuine connections with your audience, stay true to your personality, values, and passions. - Be consistent, this will help you establish credibility, and it will keep your audience engaged. If you show up for your audience, they will show up for you.
- Don't be afraid to experiment, the online landscape is constantly changing, be open to trying new strategies and exploring different content formats. Embrace growth and learning as part of your journey.
GLAMOUR: The online beauty space in South Africa is growing exponentially. What valuable insights have you gained from your experience in this dynamic industry?
Kirsten Jenkins: I would say that I have gained firsthand experience into how the industry connects people and fosters community; it has been incredible to witness the impact of beauty content in bringing people together. Additionally, I have learnt the importance of staying adaptable and responsive to evolving consumer preferences in order to remain relevant in such a fast-growing industry.
GLAMOUR: In a heavily saturated industry, what sets you apart and allows you to push boundaries in your field?
Kirsten Jenkins: What sets me apart is my unique experience, creativity, and authenticity. My perspective is shaped by my individual journey, and I use this to create original, engaging content that resonates with my audience. By staying true to myself, I am able to push boundaries and offer something distinctive in the competitive landscape of the industry.
GLAMOUR: Which trends have you been inspired by this season and how have you incorporated them into your regime?
Kirsten Jenkins: I'd have to say heatless curls, and for good reason! They've become my go-to styling method because they're incredibly easy to use. It takes me about 10 minutes to put them in, and when I take them out in the morning, I am left with the most gorgeous, bouncy curls! Not only are they convenient, but they also save my hair from unnecessary heat damage!
GLAMOUR: A holy grail item and top tip for the winter season?
Kirsten Jenkins: I never leave the house without my Eucerin Intensive Lip Balm! Not only does it keep my lips hydrated in the summer, but it's great to treat dry skin around your nose and chin in winter.
GLAMOUR: Your favourite beauty moment?
Kirsten Jenkins: I would have to say that 2016 makeup will always hold a special place in my heart as this was during my entry into the world of beauty. The intense eyeshadow, carved out brows, and bold contouring were so iconic for the time. While we have moved away from such bold glam, I feel like this shaped so much of what we know today about makeup trends and techniques.
GLAMOUR: Your best beauty/hair advice that you’ve received to date, and are willing to share with others and who was it from?
Kirsten Jenkins: Be good to your skin, you'll wear it every day for the rest of your life. I have acne-prone skin and growing up, my mom would always do her best to ensure that I had the correct skincare tailored to my skin's needs. Her dedication and support were instrumental in helping me manage my skin concerns and develop a consistent skincare routine. I am truly grateful for her efforts in nurturing my skin health and instilling in me a lifelong commitment to caring for my skin.
