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 →
Eva Gutowski started her lifestyle YouTube channel, My Life as Eva, in 2012. She quickly amassed 11.4 million subscribers and was awarded People’s fastest-growing YouTube creator. Travel, comedy, lifestyle and beauty are all topics Gutowski has long covered on her platform. Most importantly, she wants to give her supporters a place where they can laugh and feel safe self-reflecting. In September 2021, she released her skin-care brand, Costal Citizen. After struggling with her own skin, she focused the brand on products that work for difficult skin. According to Gutowski, Costal Citizen is all about healing, not attacking, the skin. Coastal Citizen gives customers the option to offset their carbon emissions by contributing to its carbon removal partner, Running Tide. Coastal Citizen’s products are 100% vegan and multifunctional; they are said to unclog pores, smooth texture, even the complexion and hydrate the skin.
Who: Eva Gutowski (Coastal Citizen)
What are you known for & how did you get your start?
I’m best known for my self-titled YouTube Channel ‘My Life As Eva’ that I created in 2012! My channel has served as a destination for all my travel, comedy, lifestyle and beauty-related videos, but most importantly, it’s a space where I can make my viewers laugh, smile and learn new ways to live life to the fullest.
What’s the brand: Skin care
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Find it: wearecoastalcitizen.com
Why did you decide to bring a brand into this crowded marketplace?
I’ve built such a strong community who’ve been with me throughout my entire skin-care journey, as well as my journey into a more sustainable lifestyle. My viewers have watched me clear my skin and prove that it doesn’t take a miracle or genetics to have that dream skin you’ve always wanted. I wanted to create a skin-care brand that was rooted in clean, vegan, cruelty-free practices but also had effective formulas that deliver real results.
What makes the brand different?
Coastal Citizen is a heal-first skin-focused brand. In a sea of products marketed to attack, acid-peel and dry out your skin barrier, we approach all skin concerns with a healing, soothing approach. This allows your skin to be kindly restored to its optimal state, all at a healthy rate. This minimizes breakouts, irritation and redness. The recyclable outer packaging of Coastal Citizen is a physical representation of my most beautiful and favorite travel adventures. Each product is decorated with film and digital photography, shot by me, as a time capsule of my favorite places and most joyful memories.
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Best Seller: The Cleansing Duo (Morning Water and Bamboo Terry Towels)
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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