Lisa’s path to becoming one of beauty’s most inspiring digital creators didn’t start with a glam squad or a viral moment—it started with purpose. After relocating to Greensboro, North Carolina from Nairobi at age 11, she was set on becoming a doctor. But what began as casual makeup tutorials to ease college loneliness quickly transformed into a powerhouse platform that now boasts collaborations with Gucci Beauty, Rare Beauty, and E.L.F. By 2022, Lisa Joy turned her passion for beauty into a full-time career, garnering accolades like Ipsy’s 2024 Creator Powerhouse for her bold creativity and relentless consistency. Through every swipe of contour and skincare tip, she blends her East African roots with American influence, making beauty not just about looking good, but feeling seen.
FEMI: How has moving from Nairobi to North Carolina and getting into beauty changed how you create and see beauty? Can you share your thoughts on culture and how it shapes what you do?
Lisa: Growing up in Nairobi, Kenya, I saw beauty in many forms. The Maasai women, with their traditional clothing and natural grace, showed me that beauty can be both natural and enhanced. When I moved to America, I found people who love beauty in many different ways, allowing me to mix skincare and makeup to enhance my beauty, similar to the Maasai women.
FEMI: You wanted to be a doctor before—what made you switch from medicine to makeup, and how did you know it was the right choice?
Lisa: I always wanted to help others, and being a doctor seemed perfect. But I started making makeup videos for fun because I struggled to make friends. As more people liked my makeup art and asked for advice, I realized I could help in another way! The support from this community reassured me that moving from medicine to beauty was the right path, as I continue to inspire others with makeup and skincare.
FEMI: The Ipsy community crowned you as their ‘Creator Powerhouse’ in 2024. How do you stay consistent and creative in a space where trends move at lightning speed?
Lisa: Staying consistent and creative in the ever-evolving beauty industry requires a blend of passion, vigilance, and innovation. My motivation stems from a deeply seated belief that with dedication and grace, almost anything can be achieved. Initially, my journey started from a place of pure enjoyment – I filmed makeup videos simply because I loved doing it. It wasn’t about the destination but the joy of the creative process. Over time, this genuine passion resonated with my audience and led to this amazing recognition. To keep up with trends, I dedicate time each day to research and explore what’s new, but I always strive to inject my unique perspective into them. By balancing trend-awareness with personal creativity, I manage to stay ahead of the curve and true to myself. It’s about maintaining a delicate dance of creativity and consistency, and feeling blessed every day for the path I’m on makes it all worthwhile.
FEMI: From Rare Beauty to Gucci Beauty, you’ve worked with some of the biggest names in the industry. What’s been your most surreal campaign moment so far—and what did it teach you?
Lisa: Every campaign presents its own unique thrill, but the Rare Beauty liquid contour campaign holds a special place in my heart. The synergy with Rare Beauty transcended beyond the typical brand collaboration. Here was a brand that aligned with values close to my heart, such as inclusivity and mental health support, which are crucial in today’s beauty landscape. Being a part of a campaign that aimed to redefine beauty standards and cater to individuals from diverse walks of life was a truly humbling experience. This moment taught me the power and responsibility that come with being an influencer. It’s not just about representing products; it’s about embodying values and messages that can transform perspectives and lives. The campaign reaffirmed my belief in the impact of genuine representation within the beauty industry.
FEMI: Are there any upcoming projects/launches you are super excited about? Anything you’re planning on taking part in down the line?
Lisa: I hope to have the opportunity to collaborate with beauty brands in the future, focusing on expanding their shade ranges. I aspire to be a hands-on advisor to assist these brands in their inclusivity initiatives, ensuring beauty is accessible to everyone. Being able to blend my love for beauty with advocacy work makes these projects incredibly meaningful to me. I look forward to contributing to initiatives that aim to transform the beauty landscape into a more diverse, welcoming space for all.
FEMI: You’ve built a platform that not only celebrates beauty but also uplifts others. What message do you hope your audience walks away with every time they watch one of your videos?
Lisa: Building this platform has been a journey of community, support, and shared passion. The core message I wish my audience to take away is the power of self-expression and the importance of lifting each other up. The platform wouldn’t have flourished without the incredible community that has supported me from the start. I’ve always approached my content with an empathetic lens, aiming to address the needs and desires of my audience rather than pursuing personal ambitions. By focusing on shared experiences and encouraging individuality, I hope to instill a sense of confidence and empowerment in everyone who watches my videos. My goal is to create a space where every viewer feels seen, heard, and celebrated for their unique beauty and contribution to the world.
Lisa’s story is a masterclass in alignment, authenticity, and the power of pivoting with purpose. From dreaming of medicine to redefining beauty standards, she continues to prove that success isn’t just about strategy—it’s about heart. As she prepares to launch her own beauty supplement brand in 2025, one thing’s clear: Lisa isn’t just following trends—she’s building legacy. With every video, every brand collab, and every word of encouragement, she reminds her audience that beauty is more than skin deep—it’s a movement rooted in wellness, culture, and unapologetic self-love.
Credits:
Photography by Ssam Kim
Styled by Jai Simmons
Makeup by Nadia Hoecklin
Hair by Erika Vanessa
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