Up Close On Beauty

This week, I spent my entire YouTube time watching OG beauty content creators and their vlogs. It’s 2025, and yet, I’m still incredibly drawn to this content format. In fact, my journey into beauty started with these original creators.

The year was 2013, and I was moving to London for the first time. My then-boyfriend (now husband) and I had decided to start a new life in a new country – England. I was born in a small town in Portugal, while he was from Lisbon, the largest city in Portugal. Although we came from different backgrounds, we both felt that London was unlike anything we were used to.

One major difference? We didn’t know anyone. Sure, we had each other, so we weren’t alone – but we had different interests. That’s when I turned to YouTube. I had questions. Which brush is best for foundation? What is my skin type? Where can I find the best beauty stores in London? And just like that, my fascination with beauty was born.

I started watching creators like Lily Pebbles, The Anna Edit, Victoria from Inthefrow, Estée Lalonde, and Fleur De Force. They became my virtual beauty friends—the ones I didn’t have in real life. They gave me confidence in choosing the right products for my skin type. I absorbed so much knowledge from them, knowledge I didn’t even realize I needed.

And now, 11 years later, I’m still watching their videos. Especially their vlogs. There’s something so reassuring about seeing glimpses of other people’s lives – their highs, their struggles – reminding us that they’re human, just like us. We often see influencers as stars, and while they do get recognized in the streets, at the end of the day, they are real people.

This week, I watched one of Estée’s vlogs. She’s one of those creators who is incredibly raw on camera. In this particular video – one of her most recent – she was crying. She’s very different from me, living a very different life. I’ve always seen her as privileged, working with incredible brands and making a career out of content creation – something I find truly inspiring. But even she has struggles. She shows her vulnerability online, and I love that.

And honestly, all of the creators I’ve followed for over a decade have embraced vulnerability in their own ways. With the digital landscape shifting so rapidly and people gaining fame overnight, I believe authenticity is the key to being a great content creator. Anyone can showcase their luxury bag collection, their favourite beauty products, their perfectly toned body, and their flawless skin.

But that’s only a fraction of who they are. Authenticity is, above all, the key to success – not just online, but in life. Behind the woman with the perfect body and glowing skin, there might be insecurities, self-doubt, and moments of weakness. Showing that side to the world is incredibly brave. And in my opinion, it’s exactly why creators like Estée continue to thrive.

Twelve years later, I’m still following these influencers. I’ll always be grateful for their presence in the online space and the inspiration they’ve given me.

Here’s to twelve more years!

With love,
Sofia