We all know and love Michelle Phan, the OG beauty guru of the Internet. But since the explosion of social media, hundreds of style-savvy stars have emerged, producing content for our viewing pleasure. While there’s a long and growing list of quality fashion bloggers and channels to follow, this article is shining the spotlight on Asian American beauty gurus. There is a very obvious underrepresentation of Asian American women in the media. With Asians becoming the fastest growing ethnicity in the United States, we need more Christina Yangs and Mindy Lahiris on the big screen, not more “dragon ladies” and under-confident supporting characters with thick accents named some variation of Cho. Luckily, social media platforms like YouTube and Instagram are allowing Asian American women to garner awareness on their own. The talent is there, it just needs to be showcased.
So, enough with the clichéd stock characters and more real, more multidimensional representation please. Until that happens, let’s take a look at some girls who are helping us get there while teaching us how to perfect the wing on a monolid amongst other things.
1. Jenn Im (clothesencounters)
Fresh-faced homegirl, Jenn Im is rising through the ranks with her amazing editing skills, incredible sense of style, and quirky personality. She initially started her YouTube channel as a creative outlet with her friend Sarah, but it soon became a solo channel. While Sarah is no longer seen on clothesencounters, Jenn’s British drummer boyfriend, Ben, is a reoccuring sight along with Stephanie Villa, Jenn’s super cool best friend (see below). Follow along as she documents her life and you’ll inevitably pick up some new beats along the way (she’s a soundcloud savant). https://www.youtube.com/channel/UCgWfS_47YPVbKx5EK4FLm4A
2. Stephanie Villa (soothingsista)
This SF citizen’s got spunk and spice and is really freakin’ nice. Seriously, no one can slay as hard while being so sweet. Fittingly named after a tea she’d brew up everyday at the pub she worked at, Steph’s videos are sure to soothe you. She honestly feels like the older sister everyone wishes they had. So keep up with her as she thrifts, travels, and changes her hair color with the seasons (she’s pretty much gone through the rainbow). https://www.youtube.com/user/SoothingSista
3. Eugenie Grey (feralcreature)
No one has the same intrigue and allure as Eugenie. She is the flawless intersection of femininity and badassery. A minute’s scroll through her Insta and you’ll be well-acquainted with her several tattoos. Among them, she deems M.C. Escher’s cube on her thigh to be her favorite. While her hair has been a variety of colors, her aesthetic usually involves black, straps, and leather. Her deep love for Rick Owens and Alexander Wang speaks through her artistic direction. Also, if winged eyeliner favors anyone, it’s her. http://www.feralcreature.com
4. Vivian Vo-Farmer
At only 18, this lil’ has reached steep success. Since 2013, Vivian has managed to gain over a million viewers all while finishing up high school and doing high school things (she rolled pretzels at Auntie Anne’s). Unlike most well-known beauty bloggers, she does not reside in SoCal; she’s Seattle-bred and still sleeps in a Seattle bed. This means that all you Husky/local viewers will be able to spot recognizable destinations in her vlogs. She invited her viewers to apartment shop with her and her boyfriend and ended up settling for an apartment with a jaw-dropping view of the 206 (though she’s currently re-locating to a bigger and better one). So be sure to check out this beauty and her Corgi as they do big things in the city. Also, Pantene, where you at? Your covergirl is right here. https://www.youtube.com/user/viviannnv
5. Aja Dang
This Hawaiian hottie has rocked the pages of Maxim and covered televised events (earned her masters in Broadcast Journalism from USC). Despite all the flashing lights, Aja has remained down-to-earth and high-spirited. Though she’s held a mic on the red carpet, at the SuperBowl, and at Comic Con, she is foremost a spokeswoman for self-empowerment and body positivity. And, just like us, she is obsessed with Beyoncé and she’s done a pretty good job expressing it. Her take on “7/11” is a must-watch. https://www.youtube.com/user/ajabdang
6. Claire Marshall
She worked as a freelance make-up artist in the Big Apple until 2012, when she switched coasts, arriving in the City of Angels. She evolved into a content creator (TYBG), capturing her life in videos, stills, and words. While her life is the opposite of dry, her humor is exactly that. She claims to have gotten her sailor’s mouth from her mama. She’s got that East Coast vibe after all! Watch a few of her videos and you’ll find yourself falling in love with this chic for keepin’ it real in an industry where, as she put it, “Photoshop is king.” Note: her tattoo-sleeved arms are 1. amazing and 2. likely wrapped around her black cat, Bruce Lee. https://www.youtube.com/user/ohhaiclaire
7. Vagabond Youth (Amy Lee)
As most YouTubers know, making quality videos on the regular is no easy feat. In fact, YouTube is a full-time job for many. Yet, somehow, this girl has found a way to simultaneously handle a full-load of courses at UCLA. Lucky for us, she’s produced a handful of college-related videos to help us navigate our time here a little more smoothly. She also studied abroad at the London School of Economics for marketing/management! Can she get any more impressive? Aside from also being a college student, there is something inherently relatable and comforting about Amy. She just feels like that friend you’ve always known. Take some hints from the girl who’s taking this life by storm: https://www.youtube.com/user/shopvagabondyouth
8. TheLineUp (Julie Dang & Maya Nilsen)
These besties are based in Stockholm, Sweden and though merely 18, have the keenest of eyes for good content. Their videos are professional quality while still full of youth and bubbly laughter. Their outfits are crafted and coordinated, but it’s their always sunny faces that make them shine. Their videos are in English; however, not unlike many Europeans, they are multilingual and well-traveled. So their sense of style is well-cultured. Julie is studying industrial engineering as a college undergrad, while Maya is studying finance and economics in high school (yes, their education system is different). It’s the degree of serious skill contrasted with their adorable personalities that makes their channel unique. Seeming like seasoned editorialists, these two prove that age is but a number! https://www.youtube.com/user/thelineupjm
9. IAMKARENO (Karen Yeung)
She’s nailed that tumblr aesthetic…the one that revolves around pastels, neon lights, and gradients; a ~kawaii~ soft grunge. You’ll understand by a quick glance at her channel. And if you were to just look at her Instagram, you might mistake her for an actual Hong Kong-based model. Though intimidatingly stunning, this HK native is extremely accessible. She was even involved in Delta Sigma Pi at UC Davis not too long ago! With a myriad of experiences both academically and professionally in her *cute fjallraven, emoji-button decorated* backpack, she’s landed a job at ipsy. Subscribe to this self-proclaimed terrible texter and full-time weirdo for some “rad trends for the cheeky gal.” https://www.youtube.com/user/iamkareno
10. andyheart (Ann Kim)
Ann has been in the game for longer than a lot of these gals. Her social media accounts are a testament to her experience in and knowledge of the industry; her Instagram is so well-curated, it’s essentially a museum. Ann’s approach to fashion and design is identifiably minimalist and detailed. Among fickle fads and transient triends, she proves the timeless integrity and glamour of simplicity and structure. No one knows a good handbag like she does. http://www.andyheart.com/about-ah/
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