Today's episode tackles three essential topics that have been on my mind, and trust me, you'll want to take notes.
I'm breaking down my recent experience landing PR completely organically - no creator apps involved. You'll learn the exact method I used (and teach) that just proved successful with a brand I genuinely love.
With the recent wave of creator account hacks, I'm sharing a comprehensive guide to protecting your social media presence. Skip the backup account strategy - I'll walk you through the actual security measures that work, from authentication setup to account monitoring.
Finally, I'm taking you inside the Allure Best of Beauty Awards for an honest look at what these industry events are really like. Plus, I'm sharing some behind-the-scenes insights about how beauty awards actually work (it might surprise you).
Key Topics:
Whether you're building your creator business or protecting what you've built, this episode has the practical advice you need.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Ready to dive into what ACTUALLY goes into building an indie beauty brand with intention? In this episode, I'm sitting down with Alisha Gallagher, co-founder of Mob Beauty, to unpack how she went from working alongside industry icons like Laura Mercier to co-creating a brand that's redefining conscious beauty.
Get ready for a no-BS conversation about what it really takes to build genuine community in beauty (spoiler: it's way more work than most brands want to put in), why pre-made palettes might be played out, and how letting customers into your lab can transform brand loyalty. Plus, Alisha breaks down why being "cleaner than clean" doesn't mean sacrificing performance or fun.
If you're fascinated by the intersection of sustainability, innovation, and authentic community building in beauty, this episode is your backstage pass to understanding how one brand is doing things differently - from biodegradable packaging to community-driven product development.
Whether you're a beauty founder, aspiring entrepreneur, or just someone who loves understanding the "why" behind your favorite products, this conversation will change how you think about conscious beauty and what's possible in the industry.
Connect with MOB beauty on Instagram and TikTok.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Join Sonia as she sits down with beauty content creator and entrepreneur Kelly Rose Sarno in this candid episode of lipservice. Discover how Kelly transformed her passion for makeup into a thriving career, from her viral Puff Me hair product video (on Facebook!) to managing a team of 13 across two successful companies.
Highlights include:
Whether you're an aspiring influencer, beauty enthusiast, or industry professional, this episode offers valuable insights into the realities of content creation and entrepreneurship. Tune in for honest advice, inspiring stories, and a glimpse into the life of a creator who's not afraid to keep it real.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Welcome to lipservice, the podcast where we uncover the beauty industry's best-kept secrets. In this episode, Sonia sits down with Becca Bahke, CEO of Illuminate Social, to discuss the intricacies of talent management in the beauty creator space.
Key topics include:
This episode is invaluable for:
Becca shares her expertise on industry trends, red flags to watch out for, and what it truly takes to be ready for professional representation. Join us for an insightful conversation that will help you navigate the ever-evolving landscape of beauty content creation and influencer marketing.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Welcome back to lipservice world, for your a solo episode with your host, Sonia Elyss. Grab a notebook because this episode is full of advice for beauty content creators! 💄✨
In this episode, Sonia gets real about the ups and downs of her own content creation journey, sharing her personal struggles after a 3.5-week hiatus. But that's just the warm-up!
Dive into the juicy stuff as Sonia spills the tea on:
Plus, get a sneak peek into the exclusive highgloss community - the premium tier of lipservice - and how it's revolutionizing creator support!
Whether you're just starting out or looking to level up your beauty content game, this episode is packed with actionable advice and industry insights you won't want to miss.
Grab your favorite lip gloss, hit play, and let's chat about turning those content creation dreams into a thriving career! 🎙️💖
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Join Sonia Elyss as she sits down with beauty creator and brand builder Rudi Berry in this insightful episode of lipservice the podcast. Discover how Rudi transformed her passion for beauty into a thriving career, from her early days on YouTube to collaborating with major brands like Neutrogena and developing her own products.
Highlights include:
Whether you're an aspiring influencer, beauty enthusiast, or industry professional, this episode offers valuable insights into the world of beauty content creation and brand partnerships. Tune in for honest advice, insider tips, and a glimpse into the future of the creator economy.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
In celebration of Latin Heritage Month, join Sonia as she sits down with emerging Latina beauty creator Hilda Franco in this inspiring episode of lipservice world. Discover how Hilda went from casual Instagram stories to landing a coveted Sephora partnership, all while embracing her Salvadorian roots. Sonia applauds her as a fellow latina and someone who doesn't speak Spanish and two chat about all the amazing opportunities content creation can provide.
Highlights include:
Whether you're an aspiring influencer, beauty enthusiast, or simply curious about the world of content creation, this episode offers a candid look at the challenges and triumphs of building a career in social media. Tune in for laughs, insights, and a dose of Latina empowerment that proves success isn't always about follower count.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Join Sonia as she sits down with rising beauty content creator Michelle York in this captivating episode of lipservice Podcast. Michelle opens up about her unexpected journey from casual Instagram stories to viral TikTok success, sharing candid insights on authenticity, dealing with online negativity, and the realities of content creation as a career.
Highlights include:
Whether you're a budding influencer or simply curious about the world of beauty content creation, this episode offers a refreshingly honest look at the highs, lows, and unexpected turns of building a career on social media. Tune in for laughs, insights, and inspiration from one of the beauty community's rising stars.
Follow Michelle: on TikTok and Instagram and tune in to her podcast weekly.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Sonia interviews Amanda Frisch, a two-time Ulta Beauty Collective member (and Doctorate of performing arts) about her journey as a content creator. What started as a passion project has become a full-time business across multiple platforms. Amanda talks about niching down, what she learned from the UBC and her top tips for shedding imposter syndrome as a content creator. Sonia and Amanda get into pricing and partnerships on the BONUS FOOTAGE available for lipservice members on Geneva! Join the group and listen to Amanda's pricing (for free) and discover a new community to help you on your journey.
Support and follow Amanda on Instagram, TikTok and YouTube. Make sure you're following the @lipserviceworld Instagram for a special giveaway opportunity to win Amanda's favorite things.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Ever dreamed of launching your own beauty product business? Make your dream a reality with Blanka. Launching a product based business in the beauty industry is full of risk: start up costs, development costs, order minimums —the list is endless. Blanka puts a stop to many of the issues surrounding this volatile industry and helps you reach your entrepreneurial goals.
Sonia interviews the CEO of Blanka around the details of working with creators, what she sees as the future of the product industry and what creators should look for to signal if they are ready for a product business.
Make sure to check our Instagram for a giveaway with Blanka and connect with the company directly to get started on your brand ASAP.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Sonia sits with Rachel Anise, a communications professor, published author, ex-model and long-time content creator. Rachel walks us through her unique journey with content creation starting with long-form blogging and evolving over 10+ years to today where she is on the verge of launching her own haircare brand.
Rachel uses her professional background to inform the way she shows up as a creator and educates the audience on how to negotiate brand deals (with her win,win,win method), how to grow an authentic audience and what to do when negativity strikes.
Follow Rachel on Instagram, TikTok and subscribe to her YouTube channel.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Join Sonia for a quick birthday episode. A few thoughts, a few tears and a whole lot of gratitude.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Krysten Wags is a triple threat: Content Creator, Actor and Marketer. As a personality online she's your best friend and acts like it. Sonia interviews Krysten about her journey from Actor to Content Creator and how she ended up as the Associate Content Director at Laundry Service (an advertising agency). The episode touches on what happens from the agency perspective as well as the highs and lows of creating paid collabs when you also have a 9-to-5 job.
Connect and support Krysten on TikTok and Instagram.
Don't forget to check the @lipserviceworld Instagram for this week's giveaway!
Krysten's must-follows:
Toni Bravo
Jake Flemming
Colin & Samir Show - Adam Mosseri Interview
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Sonia interviews Kailey Waskall, an Occupational Therapist and Accessibility Consultant who marrier her love for beauty and passion for accessibility in her online persona, @occupationbeauty. Kailey discusses what she has learned on her creator journey and the investments she has made along the way. She discusses the challenges and fears around showing up online and not caring about what might be "cringe" to others. Kailey has her sights set on creating a more accessible beauty industry and is well on her way to achieving it.
Join us in the episode to hear about what it's like to be a creator with a such a specific niche and what goals she has for the future.
-- Follow Kailey on IG & TT to show her some love.
In this segment of Lipservice Creator Hotline, you'll get the 101 on Spark Ads. What are they? How do you charge for them? What do you need to know? If you are a creator on TikTok of ANY SIZE, you'll want to listen up to this important briefing on a frequently asked topic. Sonia dives in on the nitty gritty and you'll walk away feeling more confident should a brand ask for your Spark Code in the future. PS- Sonia's dog, Buddy, makes a snoring cameo in this segment ;)
Creators mentioned in Kailey's interview:
@s.andromedae
@radiantlygolden
@aprillockhart
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Long-time content creator and Naturium Founder, Susan Yara joins Sonia in the episode where they look at things from a creator and brand perspective. The duo discuss imposter syndrome, consistency, what it takes to create content for 10+ years and what Naturium looks for in a partnership.
If you’ve ever watched Susan’s content and wondered “how does she do it all!?” we address that too! Susan gives informative and straight shooting advice in this episode, you won’t want to miss a minute!
Please support Susan and Naturium by following along on social media and subscribing to Susan’s YouTube Channel @MixedMakeup.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Sonia chats with Elena Duque, an Esthetician & TV beauty expert as well as someone who has been on QVC, NBC and CBS. She took her experience in skincare and social media to TikTok during the pandemic then parlayed that into hosting and TV segments. Elena walks us through her journey on TikTok and what it takes to produce a TikTok segment. We discuss TikTok Shop, being 'early' to TikTok and what it's like to lose motivation as a creator.
Elena's favorite follows:
Erin Parsons
Painted By Spencer
Erin Dugan Jurchak
In the second part of the segment, the lipservice creator hotline is open! Sonia answers two listener questions:
1. How can I plan my content and pitching around the "beauty calendar"?
2. What's the appropriate way to disclose a gifted partnership with a third party marketplace?
Want to have your question answered on the creator hotline? Join lipservice world on Geneva and drop your question in the chat! It's that easy (and free!).
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
After getting her influencer marketing start at Ulta Beauty and launching the first Ulta Beauty Collective, Evelyn has gone on to do great things on the brand and creator side of the influencer marketing industry. Sonia interviews Evelyn about her experience and thoughts on what it takes to "make it" as a creator as well as some of the behind-the-scenes facts and figures of what goes into the Ulta Beauty Collective program.
If you find Evelyn's perspective refreshing, don't forget to connect with her directly on Instagram or LinkedIn
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
After working in the beauty industry for 30 years, Leah was ready to create something “for us, by us” and dove into formulating a concealer specifically for beauty-lovers 40+. Shortly after, Maxine’s Revenge was born (and named by her TikTok followers!) Leah embraced TikTok as a Founder, Creator & Sales person, selling out her stock (with help from influencers!) quickly and building her brand in public for her now 29K followers.
In this episode, Sonia helps Leah tell her story of creating Maxine's Revenge, building marketing around a specific niche and her adoration for beauty content creators. Leah sheds a new light on details regarding how much money, time and energy is required to launch a brand. This conversation turns to so many gems surrounding influencer and affiliate marketing (30:00 mark) and will leave you with a new-found respect for independent beauty brands like Maxine's Revenge.
To support Leah & Maxine's Revenge, please follow on TikTok and IG and shop the product on maxinesrevenge.com
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
Sonia sits down with Diane Saw, the Global Director of Brand Marketing at Violette_FR. One of beauty industry’s fastest growing brands and a brand name on countless beauty creator wish lists right now.
Diane walks us through her experience in advertising and marketing and how she landed this dream role as well as some of the details behind creator strategy at this effortless brand. If getting noticed and gifted by a brand like Violette_FR is on your wishlist, take notes! Diane gives key tips for what gets her attention as well as some of the platforms and techniques she and her team use to propel success.
Connect with Diane on IG and LinkedIn
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
The creator journey can start anywhere at any age. For our guest this week, the journey started in her 50’s with a push from her teenage daughters. Sonia interviews Cherie Seaswan, a later in life creator who is bringing a bit of spice to the makeup over 50 content conversation.
Cherie shares how she stumbled into content creation and her current motto for her “Year of Yes” which has recently led her to opportunities modeling as the face of a skincare brand and featured on Good Morning America.
Follow Cherie on TikTok as she helps redefine the beauty conversation for women over 50.
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If you like the podcast, you'll love connecting with Sonia directly on social. Feel free to drop a comment or DM on:
Join lipservice world, the free community helping beauty creators connect and elevate.
Ready to upgrade your presence on social? Book a Profile Audit. It's the same price as a Stanley Cup but offers a way better return on investment.
