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

Read today's digital video news stories

Quick Breaks: Stampy Cat Launches New Channel; Hulu’s...

Corridor Digital on Ear Biscuits

Corridor Digital’s Perfect Recipe for Sci-Fi: Add a Pinch...

Fuller House

‘Full(er) House': Nostalgia in a VOD Ecosystem

Wong Fu Vimeo

Vimeo Nabs Wong Fu’s Feature Film ‘Everything Before...

AOL Park Bench Steve Buscemi 2

AOL Renews Steve Buscemi’s ‘Park Bench’

Digital video industry news today

Friday 4.24.15: News to Know

VProud partners with indian slam poetry duo

Women’s Video Network VProud Partners with Indian Slam...

NBCDigital

NBCUniversal Hires Xbox Entertainment Studios Exec Ben McLean

Power-Sixer Tile

Introducing the 2015 VI Power-Sixer

Jocelyn Johnson

We are thrilled to announce our second annual Power-Sixer and our inaugural Dealmakers list to celebrate not only the progression of this industry but the people who have shaped its present and set the foundation for the future.

We are in the throes of an exciting time for video as distribution strategies, revenue structures, video technologies, and brand activity continue to disrupt the old Hollywood paradigm. But these changes don’t happen overnight. It takes the shepherding hand of a visionary to guide the flock towards the future and to charge a new path — that is the way of the Power-Sixer and the spirit of the these individuals who join our 2014 class of Sixers.

S… Read More

Tags: , , , , , , , , , , , , , ,
Margo Plotkin 2

VI Power-Sixer: CAA’s Margo Plotkin Powers Hollywood and...

Jason Kilar Richard Tom 2

VI Power-Sixer: Vessel’s Jason Kilar & Richard Tom...

Brent_Weinstein_2

VI Power-Sixer: UTA’s Brent Weinstein, the Chief Power...

KerryTrainor 3

VI Power-Sixer: Vimeo’s Kerry Trainor Blazes a Trail for...

Roger_Lynch_2

VI Power-Sixer: Sling TV’s Roger Lynch Is Years Ahead of You

Claudia Cahill 2

VI Power-Sixer: Claudia Cahill, a True ‘Instigator’...

The first video ever to grace YouTube

The First YouTube Clip Is 10 Years Old…and It’s...

Welcome to the Wayne, Nickelodeon's first digital-only series

Nickelodeon to Bring Its First Digital-Only Series to TV

AwesomenessTV

AwesomenessTV to Launch YouTube Network for Moms

Digital video industry news today

Thursday 4.23.15: News to Know

Samsung launches new series on Milk VR

Hang Out with Celebs in Samsung’s New Series on Milk VR

Victorious launches mobile apps with The Young Turks, Ryan Higa

Ryan Higa, The Young Turks Launch Mobile Apps with Victorious

FaceBook1

Facebook Makes Exclusive Branded Video Pitch to Advertisers

Read today's digital video news stories

Quick Breaks: Netflix, Google Investor IVP Raises $1.4B; Allen...

AOL Relativity NFL Draft

AOL Huddles Up with Deion Sanders, Relativity for NFL Draft...

These fantastic web series came out of Newfronts 2014

Web Series Wednesday: Since Newfronts 2014….

Read today's digital video news stories

Quick Breaks: Machinima Brings Back ‘Inside Gaming'; Aereo...

FacebookVSYoutube

Facebook Nabs Exclusive Video Deals with More Publishers

Digital video industry news today

Wednesday 4.22.15: News to Know

Beachfront Media launched mobile video syndication platform

Beachfront Media Launches Mobile-Video Syndication Platform

Nancy Tellem_2 (1)

Nancy Tellem Named Exec Chairman and Media Chief at Interlude

IAB names board of directors for R&D center for digital video

Digital Video Ad Revenues Hit $3.3B in 2014, but Mobile Is the...

azizansari

Aziz Ansari Sitcom Gets Netflix Series Order

Hulu Japan The Last Cop

Hulu Japan Sets First Original Series, a Remake of...

Wenda and Michael_CES

Meet the Most Important Company in the Online Video Business

Daredevil Netflix

Netflix Greenlights Another Round of ‘Daredevil’

MTV

MTV Orders Late-Night Comedy Show from CollegeHumor’s Big...

Read today's digital video news stories

Quick Breaks: Vice Launches Finance Series; Connor Franta...