There's no denying influencers, social media darlings and YouTube stars are the new A-list — they're our ultimate icons, the new-age equivalent of an 'It-girl'... you get the point! But more than just someone who fills your feed with gorge pictures, they're also a group of hard working boss babes who are taking their popularity and channeling it into seriously successful businesses.
July cover girl Chloe Morello has 2.5 million subscribers, which is more than half the population of New Zealand! The 27-year-old first started vlogging back in 2012, uploading makeup videos in between shifts at a Canberra crematorium. Six years later her life is looking pretty different.
We crashed her Cosmopolitan cover photoshoot to pick her brains on how she deals with the highs and lows of social media and what it takes to master the perfect brow.
How do you feel about being one of the top beauty influencers?
It has been a slow process for me. I uploaded my first video on YouTube when I was 18, so my entire adult life has been like this and I've grown up with my following. I'm proud of the community I've established!
What's one of your biggest pet peeves about your job?
Not having set hours. I can never properly turn off. As long as my iPhone is on, then I'm 'on call'.
What's been your biggest career highlight to date?
I reached two million subscribers [on YouTube] last year! It was so exciting! Hopefully I will hit three million in 2018!
What would you tell your 16-year-old self?
Thank you for not over-plucking your brows!
What makes the perfect brow?
The perfect brow is enhancing and 'polishing' the shape I naturally have so I feel like the most fierce version of myself.
Which female inspires you and why?
My mum works harder than anyone I know and is encouraging to everyone! She sees the good in people, especially when they are at their lowest, and I really admire her for that.
What's the biggest hurdle you've overcome in your career?
I think learning to run my own business — it definitely didn't come naturally to me and I had to learn a lot myself the hard way!
How do you deal with those dreaded online trolls?
For every negative comment there are 1,000 supportive ones! Whenever I read a negative comment I try to remember that at the same time I have so many supportive viewers! That helps me stay positive.
What's the best beauty advice you've ever received and from who?
To use sun protection! My mother always drilled that into me. I do still forget sometimes — but generally I apply SPF before my makeup now.
And what's your best beauty advice?
Drink lots and lots of water!
You're kicking major career goals right now, but what's been your latest pinch-me moment?
When celebrity makeup artist Patrick Ta told me that he got tips from my videos before working on his celeb clients!
What does your husband think of your beauty regimen?
He accepts it since it's my job! He never complains or rushes me, which I'm really grateful for. He does like to always remind me that he loves me with and without makeup, but my whole life revolves around the industry and he is accepting and appreciative of it.
Who do you look to for inspiration in life?
I get inspired to grow and learn from my family and my husband Sebastian. I want to continue having this much fun with him forever, which is why we take the opportunity to travel so often! We are so lucky that we work online — we are only limited by our access to Wi-Fi and a power point! We love to explore new areas of the world and that inspires me to live life to the fullest, because I am reminded that there is more out there than just my little circle.
Who's your biggest supporter?
My mother is so proud of me, even when I had 1,000 followers she was totally excited for me!
If you could do the makeup of any celeb, who would it be?
I really love Shakira. It's probably an odd choice, but she is my favourite celebrity and I'd love to meet her.
What's your beauty/skin care regimen?
I remove my makeup with Face Halo, cleanse, use toner and a moisturiser. I recently began to use eye cream to prevent aging too!
How long does it really take you to get ready?
Around 20 minutes if I'm not filming a video, and two hours if I am filming a video!
What's the biggest misconception about you?
Many people assume that women (not just me) that are interested in beauty and makeup are shallow and stupid. Well, I'd like to say that there is absolutely NO correlation between an interest in makeup and intelligence. So many people assume I'm dumb because I use makeup!
This article originally appeared in the August 2018 issue of Cosmopolitan Australia.
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