Julie Anne Kang and Aina Syahirah on the change they want to see as beauty creators
A closer glimpse into the duo's passion-driven careers.
From the masterminds behind local footwear brand Kulet to beauty content creators, Julie Anne Kang (@julieannekang) and Aina Syahirah (@ainasyahirah) wear many hats, but regardless of what they’re doing, they are always each other’s guidance and cheerleader.
On the past and present…
Aina: As content creators, we grow with changes. When you’ve developed a community, they pay more attention to what you share, and if I share everything under the sun, chances are I will lose their trust, because how can someone use everything at one time? At the moment, I’m constantly trying and learning to create content about brands and products that I actually love without passing off as hard selling to my audiences. We need to be very mindful of what we share.
Julie: I have a very vague memory of how I started, but it was very different from how we present ourselves now. It became less about set-up and aesthetic, and more about real-time interaction. I like how people are expressing themselves more and differently on TikTok, they seem to be more comfortable to be real there.
On the less talked about…
Aina: We rarely talk about the negative parts of a product. In other countries, the creators will call out a product if it breaks skin out or irritates certain skin types. We are still very conservative and careful in that sense.
Julie: I agree with Aina. Culturally we are not confrontational — we choose to highlight the good things. And I have no idea how it would be accepted here. That being said, skincare is very personal. What doesn’t work for me might be a holy grail for someone, hence I always mention my skin condition in skincare content so that it won’t mislead my audience.
Being a content creator in Malaysia…
Aina: Challenging. I can’t help but compare our scene to other Southeast Asian countries or the US. The kind of support that the creators there receive from their audience can be different from the energy here.
Julie: Misunderstood. It’s fun, no doubt. But like every other job, it comes with responsibility. One of ours is to present the products to our audience without misguiding them or letting them down as a voice they trust.
Turning passion into a career is…
Aina: A luxury. I started as just a user, but now I get to have the first dibs on exciting new formulas and share with people my thoughts and experience. That puts me in a very lucky place.
Julie: Rewarding if you’re given the opportunity to make a career out of something you’re really passionate about.
On the change you want to see…
Aina: As an entrepreneur, a creator and also a consumer, I hope this is only the very early days of content creation, I couldn’t think of a more genuine and straightforward way to communicate a brand’s value for the time being. I’m lucky enough to be able to work with brands that not only give ear to their collaborators but also provide them with input and the space to breathe and grow. And I hope that brands will value more the creativity and individuality of creators moving forward.
Julie: Numbers are tangible but not everything. I would love to see more emerging creators being seen and appreciated. Many times, it’s the so-called micro-creators that bring identity and awareness to the brand. They may have smaller follower counts, but they could be the most impactful in a very saturated market. Sometimes, I see a collaboration and can’t help wondering what if it’s done with some budding talents I know — I can imagine how great it will turn out if only they’re given the opportunity.
This story is originally published in our L'Officiel Malaysia August 2023 print edition.
