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

Sony The Interview

‘The Interview’ Loses Potentially $4.4M to Piracy...

NewsToKnow

Friday 12.26.2014: News to Know

FacebookVSYoutube

Facebook Tests More Features That Look a Lot Like YouTube

Netflix_dailyDot

The Best (and Worst) Christmas Horror Films on Netflix

YouTubeChristmas

Merry Christmas! Now Watch These 6 Videos

NFL

Facebook Scores Important Video Deal with NFL

4KHD

How to Buy a Future-Proof 4K TV

NewsToKnow

Tuesday 12.24.2014: News to Know

Sony The Interview

Sony to Stream ‘The Interview’ on YouTube, Google...

onlinevideo

DirecTV Nabs Internet-TV Rights to Disney’s TV Channels

MobileVideo_alist02

Global Digital Ad Spend Continues to Shift to Mobile

YouTubeChristmas

8 Perfect Gifts for the Aspiring YouTuber on Your List

VIS_NetflixMoney

How Much Will Top Netflix Execs Earn in 2015?

Pee-Wee Herman

New Pee-Wee Herman Movie Might Come to Netflix

NewsToKnow

12.23.2014: News to Know

interactive video

Viewbix Hires Brian McFarland to Lead North American Sales

TheWrongMans

WATCH THIS: ‘The Wrong Mans’ Ready to ‘Roll...

vimeo high maintenance

More Episodes of ‘High Maintenance’ Coming to Vimeo...

Luke Cage Marvel Netflix

Marvel Finds Its Luke Cage for Netflix

john_mccarus01

John McCarus Named Chief Strategy Officer of Media General

hispanics online video

DirecTV Starts OTT Plans with Spanish-Language Video Service Yaveo

joebereta

Joe Bereta to Leave ‘SourceFed’ for Defy Media

Zealot Networks

ITV Invests in Ex-Maker Studios CEO Danny Zappin’s Zealot...

NewsToKnow

Monday 12.22.2014: News to Know

interlude

Interlude Teams with Warner Music to Make Interactive Music Videos

Sony The Interview

Sony’s ‘The Interview’ Could Go to Crackle,...

Top5_Music

5 Emerging Music Channels on YouTube

Tv_cordless

FCC Makes Proposal to Expand Definition of MVPDs to Include...

US_OnlineVideo

The US Online Video Market Is Getting Competitive —...

MysteryGuitarMan  Beyond

‘MysteryGuitarMan’ Joe Penna to Take Viewers...

NewsToKnow

Friday 12.19.2014: News to Know

fargo hulu

Hulu Gets Another FX Show (The Big One)

MeandHer

CNE Brings The New Yorker to The Scene

Zealot Networks

Danny Zappin’s Zealot Networks Takes Majority Stake in...

tumblr_480x400

VHX Now Has a Video ‘Library’ and Mobile App

hulu4

Hulu Nabs Exclusive SVOD Rights to a Lot of FX Shows

Vevo01

Vevo Arrives on Xbox One as Its App Viewership Spikes in 2014