Sophie Lewis is from Long Island, New York, and is a media and business student at New York University who juggles college with her passion for filming videos. She loves making content around life at school, beauty, and fashion, but has also recently fallen in love with travel vlogging as she has been studying abroad. She loves giving advice to her audience, filming get ready with me videos, and documenting her amazing friends while they travel around Europe.
How were you inspired to begin your channel? Where did you start?
I’ve been watching YouTube essentially since its beginning. I watched all the classics like Jenna Marbles and Smosh. When I was in high school I started blogging while I was bored (I didn’t have school for two weeks during a hurricane and was stuck in the house), but I didn’t find it as fulfilling as I had hoped. I really wanted to practice my public speaking skills, and I already had a nice camera from blogging, so I decided to give YouTube a shot after I received a comment on my Tumblr asking how I do my fishtail braids. I had been really inspired around that time by danisnotonfire, Amazing Phil, laurDIY, vlogbrothers, Grace Helbig, and countless others, so I figured I had nothing to lose!
“I love seeing creative content and crazy editing, and it inspires me to learn how to edit my videos in a more creative way”
What inspires you and keeps you moving forward? Why are you passionate about it?
One of the things that inspires me is finding content on YouTube that is different to what everyone else is doing. I have been watching Casey Neistat for years, and I also love Will Darbyshire, Claire Marshall, and KickThePJ. I love seeing creative content and crazy editing, and it inspires me to learn how to edit my videos in a more creative way (which I am hoping to do when I have a break from school!). I’m passionate about online video because I love how new it is, how it’s constantly changing, and how no one can quite predict where it will end up in the future. It’s exciting to see such a fast-paced world that is constantly evolving. Recently, I have been so inspired to mix up my content with documenting my travels, both to look back on in the future and share the world with my audience who may not be able to travel as much.
What’s your favorite aspect of the beauty & cosmetics industry?
I think probably that those industries allow you to express yourself without having to say anything.
What makes your brand unique from other beauty channels?
I like that my content isn’t just about beauty and fashion, but also about college and about travel, which is a nice mix. I think it is pretty rare to find YouTubers making consistent content while also being a full time college student, so I am really proud of myself for that.
How do you organize/plan out your content?
I have a running list of video ideas, and usually at the start of the month I open up my planner and fill in which videos I should have ready by a certain date. I try not to plan my videos too much so they feel more natural, so I never write a script or anything, but if the video is more serious or informational I will jot down some key points before filming.
What is your goal for your channel? Dreams?
My original goal was to hit 10k subscribers. That was like my biggest ever goal. Now that I have surpassed that I don’t think I really have one anymore. I think it’s amazing that I have even gotten to the place that I have. My current goal is to really learn how to edit properly, and I would also love to have more time in general to dedicate to my content.
Who are your typical followers? How would you describe them?
I have such an odd mix of followers. Many of them are high school students who are getting ready to apply to college and are looking for advice and guidance. Some are college-age students who are there more for the beauty and fashion aspects, and recently I have had a lot of new followers from Europe since I have been making a lot of travel vlogs here. They are really sweet 99% of the time! I always appreciate their feedback.
Do you have any tips for others trying to break into the beauty industry?
Read loads of books from people in the industry. I absolutely love coffee table books about fashion, and when I was in high school I really loved the Teen Vogue book. It has such amazing advice in it. My number one tip is probably to intern. It’s really the only way to make genuine connections in the industry. I have found that being a content creator has really gotten my foot in the door for a lot of interviews, so it definitely helps to start creating early on.
What are your favorite beauty products or your go-to skincare regimen?
My ultimate holy grail skincare product is the Belief The True Cream Aqua Bomb. Literally a life saver if you have dry skin. For makeup, I love the It Cosmetics CC cream, Tarte Blush in Exposed, any Covergirl mascara, NYX butter glosses, and literally every Urban Decay Naked Palette (my eye shadow obsession is out of control).
“I have found that being a content creator has really gotten my foot in the door for a lot of interviews, so it definitely helps to start creating early on”
What products are you currently using on a daily basis?
The Cover FX Illuminating Primer, the Tarte Amazonian Clay foundation (the loose powder one), the It Cosmetics Bye Bye Pores loose powder, Tarte Blush in Exposed, Benefit Gimme Brow, Mac Soft and Gentle highlight, the Soap & Glory Supercat liner, Covergirl Clump Crusher Mascara, and the Urban Decay All Nighter setting spray.
What’s your personal style?
It’s really casual, because I usually like to wear lots of jewelry with simple outfits. I essentially only wear black, grey, and plum, and I wear lots of dresses and ankle booties – that’s usually my go-to. It’s just too difficult to put any more effort in than that when I’m running late for class!
How does your personal style influence your branding?
I try not to think too hard about branding. I do like my channel to look pretty simple and inviting, not too many crazy colors or prints, more of a calm look. And I only use lower case on social media, just because I like the way it looks. It’s even been difficult for me to capitalize everything properly for this interview!
What’s your favorite brand and why?
My favorite brand of all time is Marc Jacobs. His fashion show was the first NYFW show I ever went to, and so it feels very special to me. He always puts on a fantastic show, I love his personality, and I love his diffusion Marc by Marc Jacobs line. One of those tote bags has been my school backpack since 9th grade. But realistically on a daily basis, my favorite clothing brands are Free People and Madewell, and my favorite makeup brand is probably Urban Decay. Those brands are staples in my life. I like balancing the really unique, detailed Free People pieces, with simple Madewell jeans and flats. And the Urban Decay Naked palette (the original) was the first real makeup product I ever bought!
What are your go-to outfit combinations?
Like I said before, a casual, loose dress with ankle booties is my go-to, with a crossbody bag. I also love oversized tees with leggings for class days, but if I could be bothered I prefer to wear high-waisted black jeans (Free People’s are THE BEST) and what I would call a more high-end tee shirt. I love layering jewelry, and I am obsessed with rose gold at the moment.
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