Brand-building tips from a TikTok beauty star: Ami Charlize

Content creator Ami Charlize began posting social media videos when she was just nine years old and now at the age of 16 is one of the UK’s most successful social-media stars.  

Charlize works with brands to highlight new beauty finds to her Gen Z-based audience: 3.4 million on TikTok, another 676,000 on Instagram and 362,000 on Snapchat.  

She also hosts a podcast, is an ambassador for the clothing brand Pretty Little Thing, and has even just published a book. 

We asked her how she has built a successful career as an influencer and what beauty and personal care brands need to know about truly connecting with a Gen Z audience.  

CosmeticsDesign-Europe (CDE): What advice do you have for beauty brands who want to work with top influencers such as yourself to reach a younger audience? ​

Ami Charlize: Honestly, my number one piece of advice for beauty brands is to partner with influencers whose creativity matches their brand mission.  I love it when a brand says, "Here’s our product, now show us how you’d use it in your world!"  

It's crucial to have creative freedom when shooting campaigns, so I can infuse my personality into the content.  

I always like to organically try out products before officially partnering with brands to make sure it is something I would use in my everyday life. Audiences can spot authenticity from a mile away and it’s especially important to me to build and preserve that trust with my followers. 

CDE: What top tips do you have when it comes to building an audience on TikTok or Instagram? ​

AC: First off, consistency is key. Posting regularly keeps your audience engaged and excited to see what you will share next. People are not just following glamorous photos or viral dance trends; they’re here for you. Embrace your quirks and show off what makes you unique. If you love something, shout it out! 

Appreciate each person who joins your journey. Respond to comments, engage with their content, and show that you genuinely care. The more you invest in them, the more they’ll invest in you. Plus, don’t be afraid to experiment and have fun. Who knows? Your next post might just be the one that blows up! 

CDE: When beauty brands are vying for your attention, how do you stay authentic and true to yourself and your fans? ​

AC: Navigating the world of brand partnerships can feel like being a kid in a candy store: so many options and you've got to choose wisely!   

For me, it starts with trying the product first. I won't promote anything unless I've given it a fair go and truly love it. I need to know if I would use it before committing. If I can’t wholeheartedly recommend something, I won’t ask my followers to try it either. It’s that simple.

I’m all about keeping it real and only collaborating with brands that align with my values and my audience's interests. It's essential to have a genuine passion for the products I endorse, as it is reflected in the content I create. 

Keeping an open dialogue with the brand is key. If something isn’t working for me, I’ll let them know, but I’ll always aim to maintain a positive relationship. After all, authenticity paves the way for genuine collaborations that resonate with both the brand and my followers.  

CDE: Which beauty brand ethos do you love and why? What do you appreciate about their values or mission? ​

AC: I have to give major props to Byoma. Their ethos is all about embracing the Gen-Z audience without bombarding us with over-the-top advertising. Instead, they focus on creating products that truly cater to our needs and desires. It’s like they have a sixth sense for knowing exactly what we’re looking for.  

What I appreciate most about Byoma is how they make the younger audience feel special and valued. They genuinely listen to what we want, and their mission reflects that. It’s not just about selling products; it’s about creating a community and fostering a sense of belonging. As a member of Gen-Z, I love how they pitch their products in a way that resonates with our values and lifestyle. They make us feel like we're part of something bigger, and that’s a rare quality in the beauty industry.  

CDE: How do you think the beauty industry has evolved over time, especially with TikTok influencers like yourself collaborating with brands? ​

AC: The beauty industry has undergone a major glow-up thanks to platforms like TikTok. The industry has become more inclusive and diverse, embracing everyone regardless of gender, skin tone, or personal style.  

Nowadays, it’s not just about selling beauty products; it’s about creating experiences and telling stories. Influencers have become the bridge between brands and their audiences, providing authentic recommendations and reviews. The power dynamics have shifted, allowing influencers to collaborate with brands to create something unique and tailored for their followers. We’re seeing some amazing products and tools being launched, and the innovation is mind-blowing. 

But here’s a downside: There’s also a rise in product wastage. With so many products being launched and promoted, it can be overwhelming, and not everything works for everyone. This means that some products end up getting tossed aside. It’s a reminder to be mindful and only promote what truly aligns with our values and needs. Overall, the beauty industry has become a playground of creativity, and I’m excited to see where it goes next.