Business of Beauty: Zoella, A Star from Across the Pond - VideoInk

Business of Beauty: Zoella, A Star from Across the Pond

/ Jul 12, 2013

Zoella1

There’s no mistaking Zoella: The bubbly Brit with the ombre tresses has spunk, sparkle, and a wildly devoted YouTube following — 1.4 million fans subscribe to her beauty, fashion, and lifestyle channel.

At 22, Zoe Sugg, the brains behind Zoella, has turned her beauty blog into somewhat of a media enterprise and it all began with a boring night. Sugg had been scouring the web for beauty blogs and vlogs to stay up on beauty world happenings when one night, with little else to do, she decided to join in.

Like many beauty bloggers on the scene, Sugg started her YouTube channel as a way to combat shyness and to get in on the conversation that was happening.

At first, she was stumped for what to film, so she shot a day out shopping with a friend. For the first “proper” Zoella video as she refers to it, she simply filmed 60 things in her bedroom for a glimpse into her life. Her following grew slowly. She admits on her blog to having gained just three followers in two weeks, but she kept at it and her present YouTube celebrity still surprises her.

“It’s amazing that Zoella pays the bills these days and I am just very fortunate that my hobby turned into a proper job,” she said in an email interview.

Despite her ability to rake in subscribers and views, the beauty guru said she is, “Excited, appreciative, humbled, amazed, and very much looking forward to the future,” when she considers her success as Zoella.

When it comes to tutorials, you’ll find Sugg demonstrating everything from her daily makeup routine (or her brother’s attempt to do her makeup) to easy hairstyles to a Topshop haul with an accompanying £500 gift card giveaway for viewers.

Sugg has made quite a name for herself since starting Zoella in 2009. She appeared in Teen Vogue as a “YouTube mega star” in February 2013 and in 2011, won Cosmopolitan UK’s “Best established beauty blog” award.

Now, Zoella fans are so devout that some have even created blogs dedicated to their beauty idol: Zoella-style, Queen Zoella, Little Zoella Things.

Sugg signed with beauty/fashion-focused YouTube MCN StyleHaul in November 2012 and has been steadily growing Zoella since. To her, building a brand means, “Sticking to what is true to you, being consistent and working hard,” she said.

Partnering with brands is a departure for Sugg in some ways — mostly because she’s determined to always share products she genuinely believes in.

“I turn down about 99 percent of the approaches that are made by brands that want to be on my channel,” she said. “Because, as with everything else that I do on my channel, I only talk about stuff I love.”

Instead, Sugg partners with other brands like Sprinkle of Glitter and Tanya Burr on their own channels, which she said is a great experience.

As for the future, Sugg wouldn’t say exactly what’s in store for Zoella. Opting to keep an air of mystery, she exclaimed “There are loads of exciting things in the pipeline, so watch this space!”

Tags: , , , , , , ,


  • guest

    lol @ “star”.

    “When it comes to tutorials, you’ll find Sugg demonstrating everything from her daily makeup routine (or her brother’s attempt to do her makeup) to easy hairstyles”

    aren’t these the only tutorials that she’s done?

    “Sugg partners with other brands like Sprinkle of Glitter and Tanya Burr on their own channels, which she said is a great experience.”

    more like the “great experience” was partnering with a bunch of popular yt boys and stealing their hysterical 12-year-old fangirls.

  • guest

    zoella is a joke

  • Beth

    To the people below:

    …And yet she has done amazingly well. I wish I’d thought of it

Social_alist

YouTube Is the Most-Used Social Network Among 14-17 Year-Olds

QueenBee

Ora.TV Unveils New Reality Series from Tonya Lewis Lee

Shakira

Shakira to Star in New Web Series from Fisher-Price

NewsToKnow

10.24.14: News to Know

Yahoo_new

Yahoo, Live Nation, Citi Debut Interview Series with Katie Couric

Nik Wallenda

Discovery Unveils Multi-Platform Plans Ahead of Nik...

Crowd005

Hollywood Studios to Make $6.8B from SVOD Players Like Netflix, Hulu

aereo

Broadcasters Win Nationwide Preliminary Injunction Against Aereo

oculus_alist

Oculus Rift Movie ‘Zero Point’ Coming This Month

devin supertramp

Turkish Airlines to Fly Devin Supertramp and Other YouTubers...

Screen Shot 2014-10-23 at 2.42.57 PM

Tumblr’s New Video Player ‘Works. Finally.’

JukinMedia

Jukin Media Signs with WME

fremantlemedia

FremantleMedia Makes Branded Content Hire

NewsToKnow

Thursday 10.23.14: News to Know

CokeVsPepsi

Coke vs. Pepsi: Which Wins on YouTube?

VideoElephant

Video Content Exchange VideoElephant Raises $1M to Expand into US

VIS_MagnetMedia

Magnet Media Hires Another Director of Business Development

logo_nytvf_color

NYTVF Launches Production Arm to Help Indie Creators Land Series Deals

complex3

Complex Media Unwraps Vertical-Focused YouTube MCN

Lexus Short Films

Latest Lexus Short Films to Exclusively Premiere on Twitter

Netflix Bloodline

Netflix Sets Premiere Date for Kyle Chandler-Starring...

WSW_11

Web Series Wednesday: Seriously Out There

Screen Shot 2014-10-22 at 4.25.14 PM

FIRST LOOK: Tiffany Shlain’s ‘The Future Starts...

Rokuapp

Roku Raises $25M as Connected-TV Space Heats Up

ooyala_02

6 Money-Making Lessons from Ooyala for Your Online Videos

Walking_Streets

StudioNow Buys Bluwave Productions

NewsToKnow

Wednesday 10.22.14: News to Know

Bill Burr

Netflix Orders Animated Comedy Series from Bill Burr and Vince Vaughn

Screen Shot 2014-10-22 at 10.56.04 AM

YouTubers The Slow Mo Guys Will Slow Down New Rovio Game...

mondo media fusion TV

Animation MCN Mondo Media to Make TV Series for Fusion

Screen Shot 2014-10-22 at 10.27.04 AM

YouTuber Todrick Hall Lands Docu-Series with MTV

Jeremy Lin Whistle Sports

Whistle Sports Sets Up Basketball Vertical

Beachfront_Media

Beachfront Builder Now Supports Chromecast, Fire TV, Apple TV

Yahoo_new

Video Remains a Focus for Yahoo, Which Beat Q3 Earnings Expectations

ouija_alist2

Universal Is First to Have Sponsored Promotion On Snapchat

Justice League

Warner Bros. Unveils Development Slate from New Digital Studio

kian_lawley

O2L Star Kian Lawley Goes ‘Missing’ as Part of...

watching-laptop

Total Digital Video Viewership Is Way Up (Study)