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

FowlerSistersEarBiscuits_01

The Fowler Sisters on How to Deal with Hate Online

Before_going_mobile_02

What Should Video Creators Know Before Going Mobile?

The_Chair

Starz to Stream Episodes of Shane Dawson Series Ahead of Premiere

angrybirdstoons

Angry Birds Maker Rovio Names Next CEO

kendall_rhodes01

Untitled Hires Relativity Exec Kendall Rhodes to Grow Digital Business

TheSpecials_01

Oprah Winfrey’s OWN to Air Webby-Winning Docu-Series...

VideoInkRecap_Aug

Recap! VideoInk Presents… Mobile Video and Vine

BatDad_02

BatDad: Vine’s Caped Crusader Keeps It Real

Own_image

Oprah Winfrey Network Keeps Growing Its Empire…Digitally

Fred

Lucas Cruikshank and CDS Bring Back ‘Fred’

amazonstudios

The Latest Amazon Pilots Are Here

Marco Polo_04_00101r1

Netflix Sets Premiere Date for ‘Marco Polo’ —...

NetFrance

Netflix’s First French Series Wants to Be Another...

NewsToKnow

Thursday 8.28: News to Know

Native_Ads

The Rise of Native Ads and the Importance of Being Human

WSW_03

Web Series Wednesday: Dark, Eccentric, and Inspirational

US_OnlineVideo

Why Hollywood Can’t Ignore Digital Distribution

Raindance_Web_Fest

What’s in Store for UK’s Raindance Web Fest 2014

PlutoTV

Pluto.TV Adds More Top Digital Video Players to Lineup

Screen Shot 2014-08-27 at 11.40.32 AM

‘Better Homes and Gardens’ Debuts on Portico TV

brian_felsen_01

YouTube Music Monetizer AdRev Names New President

amazon transparent

Amazon to Debut ‘Transparent’ in September

Vimeo

Vimeo Bolsters Library with Slate of New Distribution Partners

CampTakoa

Grace Helbig, Hannah Hart to Host 2014 Streamy Awards

NewsToKnow

Wednesday 8.27: News to Know

Vi_ViewPoints

Tune In to #VIViewpoints! We’re Live!

diamondminecart_maker

Maker Studios Signs Minecraft Guru The Diamond Minecart

CRWN

WatchLoud and Shady Films Dust Off ‘CRWN’ for More...

NETFLIX, INC. BOJACK HORSEMAN

Netflix Is Ready for More ‘BoJack Horseman’

PGA_Tour_Rewind

PGA Tour Ads Wealth of Content to YouTube Channel, For a Fee

Vine_stars

Vine Stars Cameron Dallas and Nash Grier Sign Deal with Gander.tv

MCN

MCNs — Why Do They Matter?

Screen Shot 2014-08-26 at 12.03.02 PM

Toronto Buffer Festival to Kick Off with Industry Day

Ice Bucket Challenge

7 Things You Didn’t Know About ALS Ice Bucket Challenge on...

netflix shomi

Canadian Cable Giants Unwrap Netflix Rival

viewability

Evolve Media Partners with Viewability Audit Firm Moat

totalslaughter

Now on Vimeo, a Rap-Battle Special from Eminem and Electus Digital

international digital emmys

Netflix Shut Out on Emmys Night