You may have seen Zoe Elizabeth Sugg aka ‘Zoella’, all bouncy ponytail and baby blues on YouTube, vlogging from her bedroom with nothing but a desk lamp and a webcam, teaching a new generation of tweens about all things lifestyle, fashion and beauty with do-it-yourself tutorials.
So powerful has the might of the 25-year-old’s virtual following become, that her debut coming-of-age novel, Girl Online was the fastest selling book of 2014. The social media star’s two YouTube channels have a combined 8.5 million subscribers, more than One Direction and Coldplay put together, and two million more than Beyoncé.
However, underneath the fluff, sequins and marketing merry-go-round, Zoe suffers from a social anxiety that can get so bad she finds it difficult to surface from under her covers, and has used her fame to campaign for mental health awareness. It is fitting, then, that the vlogger’s new ‘fun and dreamy’ bath and beauty range, now exclusively available in Virgin Megastore, aims to ‘Aid the mind as well as the body, taking users to a paradise of relaxation and serenity,’ she says. ‘When life catches up with us we all need space to dream and indulge, so I have created my own special range of bath and beauty loveliness to help you find your happy place.
‘They are simple, sweet and fragrant treats with amazing grapefruit, jasmine and musk scents, and utterly adorable packaging. So, breathe deep, be yourself and drift away on a calming cloud of serene scents, dreamy creams and a fun pop of froth and fizz – trust me, it’s instant happy.’
Ranging from Dhs45 to Dhs69, the affordable collection offers the perfect way to indulge and collect your thoughts, drift away and completely submerse yourself in a stress-free environment. Here’s our top picks from the new beauty range.Fizz Bar – fragranced bath fizzer. This super-cute bar will transform your bath into a fresh and fragrant soak for some much needed me-time. Dhs45.
Creamy Madly Dreamy – body lotion. Fresh and girly, this totally tempting dream cream pampers your skin with shea butter. Dhs45.
Soak Opera – bath soak and shower cream. Keep calm with this beauty in a bottle. Vitamin E and aloe extracts soften the skin while soothing floral notes calm the senses. Dhs49.
Beauty bag/pencil case – This adorable little bag stores anything from make-up to pens and pencils, making life super easy and organised. Dhs69.
Blissful Mistful – fragranced body mist. This super-light and feminine scent has fresh and fruity top notes of wild strawberry and grapefruit, a beautiful floral heart of violet, jasmine and gardenia, and a softly sensual vanilla infused musky base. Dhs69.
Zoella products are available from Virgin Megastore. Various locations including Mall of the Emirates, Al Barsha. www.zoella.co.uk.
Join the tribe
This trio of top beauty vloggers started in their bedrooms with cameras balanced on books and just one or two subscribers. Here’s how they found a following.
Pixiwoo (200 million views on YouTube). Make-up artists and sisters Sam and Nic Chapman post everything from Halloween witch make-up tutorials to how to get Adele’s Grammy look. Vlog advice? Put your followers first. ‘Without them you don’t have a business. Many cosmetic companies are looking to pair with social talent on sponsored content – these deals should only be made if you genuinely love the product, because the second you lose credibility it’s gone forever.’
Tanya Burr (3 million YouTube subscribers). ‘Fashion, make-up, baking and other random videos’ are Tanya’s specialities. She says vlogs are like being inside someone’s house and are much better than reality shows that are too staged. Vlog advice? Tanya built her audience over five years, seeing her subscribers rise from five a day, to ten a day, and so on. She puts her success down to her positive style. ‘In the comments, people say I make them feel good and they like my positive outlook on life. Be active online and make sure you are talked about.’
It’s Grace (2.5 million YouTube subscribers). Grace Helbig posts funny improvised videos with unwashed hair while she’s in her PJs. She’s the ‘charming idiot’ that has led to her penning her first book, Grace’s Guide: The Art of Being a Grown-Up. She says she can never leave the internet because it’s like a really good/bad relationship that she just can’t get herself away from. Vlog advice? ‘Edit your video to where you think it’s great, and then cut it in half.’