Zoella and the Rise of Beauty Influencers
These days, influencers are everywhere. From music stars to athletes to, of course, beauty bloggers, the humble influencer is no longer just an unassuming hashtag but instead a multi-billion-dollar industry. And at the forefront of this influencer movement is the one and only Zoella, the inaugural beauty influencer who has taken the world by storm.
Who is Zoella?
Zoella, or Zoe Sugg, is a 29-year-old British YouTube star, beauty blogger, and social media sensation. She first rose to fame in 2010 when she launched her blog, “Zoella 280390”, at just 21 years old and began uploading content about beauty, fashion, lifestyle, and travel.
Two years later, in 2012, she created her infamous YouTube channel, “Zoella”, which now stands at an impressive 13.4 million subscribers and billions of views. It was the first beauty vlog on the platform, establishing Zoella on the global stage and launching her into the stratosphere.
Why Is Zoella So Popular?
Zoella has become so popular due to her bubbly, honest and down-to-earth charm. She’s not an intimidating beauty guru, but instead, is easy to relate to — many of her subscribers feel like she’s an old friend, despite never having met her. From make-up tutorials to baking a cake with her little brother, Zoella makes her audience feel part of her life, which is why she’s so beloved.
How Does Zoella Make Money?
Zoella has become one of the UK’s most successful influencers and has amassed a huge fortune from her various endeavors. From beauty and lifestyle collaborations to best-selling books, Zoella has earned an incredible amount from her influence.
In terms of advertising and collaborations, Zoella typically charges around $20,000 for sponsored posts, around $200,000 for a beauty ambassador role, and around $80,000 for a personal appearance. Aside from this, Zoella is an author and has written eight books, with the most recent — Happy Parent, Happy Home — due for release later this year.
The success of her first book, Girl Online, led her to launch her own lifestyle range, “Zoella Lifestyle”, which includes a variety of products — books, candles, perfumes and homeware — as well as clothing items, such as jumpers, pyjamas and dresses.
Zoella’s Impact on the Beauty Industry
Since Zoella’s rise to fame, the beauty industry has changed drastically and influencer marketing has become a billion-dollar business. According to statistics, over 83% of young people place more trust in influencers than traditional celebrities, and 70% have reported making a purchase due to hearing about a product through influencers.
The beauty industry has also benefitted significantly from Zoella’s success. Brands are using influencers more than ever before to launch and promote products, as it is an incredibly powerful and effective way of connecting with their target audiences. As Zoella has proven, influencers can be highly influential and influential individuals to help create a successful product launch.
Aside from this, Zoella has also been credited for increasing the visibility and acceptance of natural beauty. Through her content, she has highlighted the importance of embracing your natural features — from un-retouched selfies to embracing freckles — and she has encouraged her followers to be proud of themselves, something which had previously been missing from beauty content.
Zoella and the Power of Influence
Zoella is a prime example of the power of influencers and how they can shape an industry. From humble beginnings to becoming one of the world’s biggest beauty influences, Zoella has used her reach to impact the industry and empower her viewers to embrace their natural beauty.
In just nine years, Zoella has gone from beauty blogger to influencer extraordinaire and is now on track to become one of the richest Britons under the age of 30. This just goes to show that influencers are no longer just a fleeting trend, but instead are here to stay in the world of beauty.