His publications on social networks sometimes reach 6 million views for a post. Yanissaxoxo brings together a community of very committed followers who are passionate about its content aligned with its “Never styled” mantra. Since her debut as a teenager, the Youtuber has chosen to take the opposite view of many influencers by advocating authenticity and inclusiveness. Today, she is enthroned among the heavyweights of the platforms and even has the luxury of being the only French ambassador for the Kylie Cosmetics brand of the powerful Kardashian-Jenner clan. Down-to-earth interview with a web star.
When you created your Youtube channel in 2014, you were keen to also address an audience made invisible by major brands and women’s magazines: Afro beauty in all its diversity. At that time, few people were on this niche in France. How did you capture this audience, now solicited from all sides?
Yanissaxoxo : It does not rejuvenate me! It is true that when I arrived on Youtube, I was among the first creators of content of African origin (from a Cameroonian father and an Algerian mother in this case). In fact, when I started, my goal was really to represent an invisible part of French youth: women, mostly from diverse backgrounds, who did not find themselves in the mainstream media. In 2014, very few cosmetic brands were inclusive, only one type of beauty was highlighted: the eternal myth of the Parisienne. So that few women/girls of my generation found themselves there. I was for my part this extravagant girl, follower of a sophisticated make-up. Thus, the famous Parisian who got ready with only a clip in her hair (laughs) could not correspond to me.
I think that’s what caught the attention of all those people who found themselves in my tone, far from the popular Youtubers of the time. There was an incredible enthusiasm that helped to forge very strong ties with my community.
Your lifelong mantra is “Never styled”. Wasn’t it complicated to assume this authenticity from the start when all the influencers cultivated zero defects… from waking up to going to bed?
It has never been complicated for me. I have always been profoundly “I don’t care”. I just wanted to mark the difference with all these perfect girls who invaded social networks. From the outset, I considered it important to cultivate closeness with my subscribers, I wanted to let them know that they were like friends to me. That’s why I talked to them from my room, at all hours of the day, because I wanted them to see me as I was, even when I got out of bed. Being groomed – from waking up to going to bed – creates a distance for me with people! One takes particular care of one’s appearance to go to work, to a restaurant, to an event, not to go chat with one’s friends, at least not every time.
I was criticized a lot at the beginning, this natural side did not pass for some. However, I received many messages from girls who said thank you and who recognized themselves in this bias. In the end, I knew I had made the right choice.
From the top of your youth, how did you manage your first successes? What were the events that made you aware of your rise to power?
I don’t think I’m still aware of this power… Most of the time, it’s my relatives, collaborators and partners who point it out to me. This status is not an end in itself. What I’m looking for, above all, is to do my best to be close to my community, to please them by creating content they like. And they make me so good! It’s when I receive all this love that I say to myself “Wow! It is enormous ! “. With always the same spirit, I find myself today traveling to the four corners of the world, climbing the steps of the Cannes Film Festival, collaborating with world-famous brands (Spotify, Fenty Beauty, Pretty Little Thing, etc.) never thought one day to be the ambassador…
Did you see coming this exclusivity granted by Kylie Jenner who chose you in France as the sole ambassador of her cosmetics brand on social media?
It is a great joy for me to work with such a great brand! I must say that in the end it happened very simply. I usually reproduce celebrity makeup on my Instagram account. This format has always been a great success. One day, I made a video on Kylie Jenner by also reproducing her hairstyle and her make-up on the nails. My post has gone around the world to the point of being “liked” and reposted by Kylie Jenner herself! This was the starting point of our exclusive collaboration. That’s really the beauty of this job: the brands that trust us are labels that we love and that love us in return, that also show this trust by letting us present their products to our community. I’m truly honored.
Yanissaxoxo: I doubted so many times, wanted to stop everything because this is an area where people’s opinions are very present… Sometimes it can be harsh, wrong. Fortunately, he can also be gentle and fair. Unfortunately, I have too often given a lot of importance to bad feedback, more than to good ones; it is human nature.
You are the young mother of two children. How has motherhood changed you?
Basically, I am a very disorganized person! Except that with children, and being the boss of my own business, I had no choice but to become more structured at home and in my work. My daughters gave me a framework, an hour for each thing. They also give me a goal, because I want to succeed for them, for me and our family. I want to be an example of success and entrepreneurship that they can replicate, regardless of the professional path taken later. Thanks to my daughters, I also learned patience!
You have capitalized on your notoriety and the commitment of your community to become a successful entrepreneur. What would you like to say to the Yanissa who had fun years earlier making videos in her teenage room?
I would tell her to have faith in herself, in her strength and in her work. I doubted so many times, wanted to stop everything because this is an area where people’s opinions are very present… Sometimes it can be harsh, wrong. Fortunately, he can also be gentle and fair. Unfortunately, I have too often given a lot of importance to bad feedback, more than to good ones; it is human nature. For all these reasons, I would insist with this young Yanissa that she never be discouraged, that she believes in her ideas, that she dares to post this video that she has so long hesitated to publish. This video which today allowed him to realize his greatest dreams.
What is your message to young people fascinated by social media stars?
I thank them! Because it is thanks to them that I am here. We tend to take a dim view of a young person’s fascination with content creators, influencers as some would say (I hate that word, I don’t think I am), but most of these influencers have a good message. A tiny proportion – it must be conceded – sets a bad example for young people. However, many others advocate self-acceptance, are funny and allow you to forget, for the time of a video, the hassles of everyday life. However, I would advise them to take a step back from what they see, to love themselves, and not to absolutely want to have the same life as these web celebrities, because all this remains a facade. Let’s keep in mind that everyone only shows what they want to show.
For further :
–
