As a collective, members of Gen Z are dynamic trendsetters and culture shifters.
Many women of color (myself included) consider Tiara Willis to be their beauty BFF.
The New York-based entrepreneur beautifully blends doses of beauty inspiration, education, and conversation on her platform.
If you need sunscreen recommendations, Willis can quickly fill you in on melanin-friendly options.
If you’re looking for a new foundation, she can instantly rattle off tried-and-true favorites.
Needless to say, Willis' stacked resume undoubtedly rivals those twice her age.
Tiara Willis / Design by Tiana Crispino
However, in conversation, it’s apparent it’s not the professional achievements that make her the proudest.
Instead, she’s most appreciative of the impact she’s been able to make within her community.
“My page has become a safe space for girls that look like me,” she says.
Tiara Willis / Design by Tiana Crispino
“Making them feel more confident and beautiful is so rewarding.”
You launched your social accounts when you were 14.
What inspired you to get on social media and talk about makeup?
Tiara Willis / Design by Tiana Crispino
I had always been interested in makeup.
I would sneak into my mom’s bathroom and use her makeup.
At 14, my mom finally let me wear makeup.
I watched tons of YouTube videos but finding girls who looked like me in the beauty space was hard.
At beauty stores, it was also a struggle to find my shade.
At that time, brands would have like six light shades and one dark shade.
My saving grace wasJackie Aina.
I would watch her videos and buy everything she used.
And one thing about me is that I love to research.
So, that’s why I created my account.
I wanted to create a space where I could answer questions from girls that look like me.
I also wanted to provide education and representation.
What prompted that decision?
I started my platform during my freshman year, and it was growing so much.
I wanted to graduate as fast as possible to explore this opportunity.
I ended up graduating at 16.
I wanted to pursue beauty as a career and opted not to go to college.
However, I still wanted to do something that would contribute to my business.
I decided to attend esthetics school to get a professional makeup license and educate myself on skin.
Now not only can I help people with makeup, but I can also help them with their skincare.
Was there any emphasis on skin of color during your time in esthetics school?
There’s not much education about skin of color.
They basically tell you that skin of color is dangerous to work on.
If you want to learn about skin of color, you have to take advanced classes.
So, it’s still an issue.
You’ve cultivated your largest audience onTwitter.
Why do you think Twitter is a good forum for beauty content?
I love that the platform is not about visual content but your voice.
I appreciate that I can speak to people and create a massive open forum.
I also like that I can ask a random question like, “Did you wear sunscreen today?”
and get 200 responses with everyone’s sunscreen recommendations.
That’s how you build a community.
What has it been like navigating the responsibilities of being an esthetician and in-demand influencer at 20?
On social media, you might get caught up in hustle culture.
While I always applaud young entrepreneurs, I think keeping in touch with your quality of life is important.
I have the rest of my life to work hard.
I want to confirm I’m spending my 20s having fun, traveling, and building relationships with others.
Your platform has helped celebrate diversity in beauty.
How have you seen the industry evolve?
From a Black creator’s POV, what work still needs to be done?
Within the past seven years, I have seen a positive change when it comes to representation.
It’s common for brands to have at least 30 shades when they’re launching a product.
I also see more of us being represented in media and social media.
But from a creator’s perspective, work still needs to be done behind the scenes.
Often, we’re not included in brand campaigns.
And if we are, we’re not compensated as well as other creators.
A lot of that comes down to systemic racism.
Another thing I have found is Black creators tend not to have management.
A lot of influencer management companies don’t have a lot of Black clients.
Even though I had a massive platform, I didn’t have management companies approaching me.
I had to go and find help.
Having representation is so important.
You need someone to support you and advocate for you.
That’s why I encourage Black creators to do their research and ask questions.
Money is very taboo in the creator industry.
How much do you think I should get paid?"
What’s been the most rewarding part of your career thus far?
The most rewarding thing is meeting my followers in person.
I’ve even had people send flowers to my job to congratulate me on a campaign I did.
I also love when I get messages from people telling me I helped them with their skin.
Seeing the impact I’ve made on people’s lives is very humbling.
I have to ask about summer skincare.
What are some of your favorite products right now?
As an esthetician, we get access to a lot of professional brands.
They are often more innovative than department store products.
Their products are so well thought out, especially when it comes to the skin barrier.
My favorite product is the Skin Better Clearing Skin Serum.
Most of my acne clients use this serum.
It’s formulated withretinoic acid,salicylic acid,niacinamide, andzincPCA.Another brand I like isTopicals.
I’ve enjoyed their body care complements, including the Like Butter Soothing Body Mist.
Sunscreen is another summer must-have.
I also love the Olay Regenerist Mineral Sunscreen Hydrating Moisturizer SPF 30.
It doesn’t leave a white cast and is safe for sensitive skin.
