This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Yasmin Maya’s career in makeup was born out of her immigration story. When Maya found herself back in Mexico waiting for her U.S. residency papers, she started a YouTube makeup channel. Her easy-to-follow contour, fake eyelashes and other makeup tutorials quickly grew her audience. Now, Maya has millions of subscribers and a community that connects with her inclusive philosophy. In 2021, Maya founded her own makeup brand, Birdy Lashes, to simplify eyelashes for everyone. Maya incorporates her Mexican heritage throughout the brand. For example, she filmed Birdy Lashes’ teaser video in Tijuana while sporting a charro-inspired suit.
Platform: Instagram
Why did you decide to bring a brand into this crowded marketplace?
It had always been a dream of mine and after the birth of my daughter I wanted to show her that if you have a dream you can achieve it by working hard and I wanted people to have access to luxurious lashes and the simplicity of application.
What makes the brand different?
We always want to represent our culture through our brand and having it be very accessible with high quality products.
Fun fact:
Ad position: web_incontent_pos1
I burned my lashes off and that’s where the passion for false lashes comes from.
Best seller:
Gemini and Bare lashes
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