Priya Pandey

I create fashion and beauty content for women, with a strong focus on honest product

recommendations, affordable finds and things that are actually useful in everyday life.

Fashion is a big part of what I make because I have always loved shopping and putting

outfits together. I grew up in a small, developing city where there weren’t many brand

stores, so finding good clothes wasn’t always easy. Even then, I loved shopping, and my

friends and family would often ask me to come along because they trusted my choices.

Today I bring that same instinct to my content through fashion hauls, kurta and suit

sets, dresses, footwear, accessories, makeup and skincare. I make both long-form YouTube

videos and shorter content across platforms. We are now a family of around 1.1 lakh on

YouTube, and I’m still constantly experimenting and trying to make the videos better

without losing the honesty that brought people here in the first place.

I have loved makeup and hairstyles since I was very young. In school I would experiment

with different braids, and during dance competitions I would always do my own makeup. I

would even carry my products and help my teammates get ready. That was when I realised

how much I genuinely enjoyed makeup and beauty.

After completing my 12th, I joined VLCC Institute through a government-organised

programme where I learnt makeup, skincare, facials, haircuts, hair colouring, spa and

more, completely free of cost. For me it felt like the kind of opportunity I had always

dreamed of.

I spent about a year learning at VLCC, after which I got a job at a newly opened salon

and joined on 26 January 2020. Then COVID happened, and like many others, I had to leave

my job. I later joined Ekart because being financially independent and supporting my

family had always been important to me. Alongside my job, I tried posting makeup

tutorials on Instagram whenever I could.

My real turning point came when I realised that the things I naturally loved doing —

makeup, fashion and recommending products — could actually become my work. My job at

Ekart had no fixed hours, so I couldn’t create consistently. But my friends and the

people around me would always ask me for recommendations about skincare, makeup and

fashion. They would tell me I should make videos, because I was already the person they

trusted for these things.

Around that time Ankush, who was already creating content on his men’s fashion channel,

suggested I join YouTube with him — since I genuinely loved makeup and recommending

products, we could build a women’s fashion and beauty channel together. I was already

feeling very pressured by my job, but leaving it to become a creator was terrifying. I

kept thinking: who will watch my videos? How will I face the camera? What am I even

supposed to say? Ankush kept encouraging me to try anyway. I finally shot my first

video. It took me almost an hour just to shoot that one video — but I did it. And that

one video changed the direction of my life.

Priya Pandey

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