Hyderabadi digital creators upping the fashion game

What started as a hobby has become a lucrative job for these city influencers

Beauty and skincare industry is booming exponentially with the advent of several brands which, in turn, provide a platform to content creators to promote brands on social media, also making a way to create a name for themselves.

What started as a hobby once, has now become a lucrative job, say these city-based digital creators who have come a long way. Let’s see what these popular influencers from Hyderabad have to say:

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Shreemayi Reddy, Instagram: https://www.instagram.com/shreemayireddyy/

Shreemayi is an Instagram beauty content creator who has more than 96K followers. She has proven herself a true influencer by providing information on skincare formulations and says she sees influencing as an educative sector and not just an entertaining sector.

“While growing up I was always keen on my skincare and trying out new brands,” says Shreemayi. In June 2019, I started to blog about beauty and makeup with minimal followers and in the same month, the followers and engagement kept growing thereby inspiring me to be in this industry and continue to do more.

She feels that it is crucial to promote brands that are ‘ethically right,’ so she does proper research by using it on herself and then gives a review. “At the end of the day, I keep in mind my loyal followers. And I invest a lot of time,” says Shreemayi who got an opportunity to work with Bollywood director Farah Khan.

Akanksha Kommirelly, Instagram:  https://www.instagram.com/akankshakommirelly/

A YouTuber with much engagement on Instagram too for her organic content, Akanksha is vivacious, entertaining, and has a girl-next door vibe. This Symbiosis engineering graduate made her decision to start making videos on makeup in 2016. She is well-known for doing creative makeup looks, makeup tutorials, and showcasing latest clothing trends too. Her YouTube channel is all set hit 50k subscribers and she says that she is elated to have several Telugites among her followers. When asked about paid promotions, she says, “I understand the disinterest in paid posts but it’s how content creators make a living. Sometimes because one doesn’t interact with a post, the other person might find it useful and will not be able to see the post at all because Instagram decides it’s not worth pushing seeing a lack of engagement.”

Akanksha has also won the Budding Instagram influencer award and makes interesting collabs with other content creators.

Esha Rao, Instagram: https://www.instagram.com/_thefashionpsychic_/

Esha Rao makes everyone follow her by showcasing chic and fashionable outfits and is an inspiration to several girls as she wears a lot of staple clothes. “It started with sharing outfit pictures — everytime I wore something chic and fashionable, I would make sure to click pictures to share them on my profile, which a lot of people seemed to like.” This soon developed into what is now “TheFashionPsychic”, her Instagram page.

When she began as a model, commercials and designers were not willing to offer anything. Instead, they would ask her for just a ‘collab’ or a barter collaboration. “I’ve said “no” several times but the fact that brands think they can simply provide a product or ‘exposure’ instead of payment is quite absurd,” adds Esha.

Sharing the dark side of the fashion industry, she said it is one of the largest contributors of carbon emissions. However, people are less willing to spend Rs 2,000 on a basic organic tee vs a fast fashion alternative. Esha has worked with a lot of local brands which are working hard to provide sustainable clothes at economical rates.

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