Those who follow K-beauty content on YouTube will most likely be familiar with Suesasha. The content creator, who created her channel less than two years ago, has quickly risen to fame in the beauty and fashion space for her unique aesthetic.
Since building her personal brand, Suesasha — real name Sunrin Jeoung — has landed partnerships with brands like Dior, Lancôme and Prada. On social media, the digital native also offers a glimpse into her life as a visual director, content creator and mother of her baby, Etna. Soon to give birth to her second child, the influencer continues to experiment with cool, original visuals for her platforms. Although she has now left her job as visual director for Gentle Monster‘s cosmetic line tamburins, Jeoung considers her new career as a content creator an extension of what she did in her previous role, as she continues to share her creative mind with the world.For the latest installment of our Beauty Essentials series, we caught up with Suesasha at Seoul‘s RYSE Hotel about how she’s developed her very own style, her go-to skincare and makeup products and more.
Suesasha’s Beauty Essentials
Glossier Play Niteshine: I’ve never finished an entire bottle of highlighter until I came across Niteshine. I would 120 percent purchase this again, although the product has unfortunately been discontinued.
Gucci Gel Face Gloss: A must-have for those who love glossy makeup looks.
Sulwhasoo Silran Color Pact: This product is a work of art.
Dior Stick Glow: I like to finish my makeup look with this multipurpose stick to add a rosy glow.
innisfree Skinny Microcara: An affordable mascara perfect for those who prefer water-based formulas.
YSL Beauty Le Cushion Encre de Peau: The sexiest cushion foundation to ever exist in the 21st century.
hince New Depth Eyeshadow Palette: A palette that makes me feel good just from opening the packaging.
Benefit Precisely, My Brow Pencil: I believe anyone who’s into brow makeup would most likely own this product.
Benefit Brow Microfilling Pen: I can’t go anywhere without using this product on my brows.
tamburins Water Essence: I’ve emptied this toner more than I can count. It maintains a safe, stable condition for my skin.
Primera Natural Berry Lip Mask: Another must-have for those who have chapped lips all year long.
Dior Addict Lip Glow “017”: A lip balm you’ll always find in my bag.
Dior Addict Lip Maximizer: I add this to my routine whenever I feel like plumping my lips.
tamburins Multi Fragrance “Cypress Forest”: A calming scent that I like to spritz everywhere.
tamburins Hand Sanitizer “000”: The most stylish hand sanitizer you’ll ever find.
What made you start your YouTube channel?
I simply wanted to create content for myself. I thought YouTube would be the best outlet for me to share my lifestyle and story in a sincere way. I just jumped into it without putting too much thought or planning into it.
It’s been about a year and a half since you launched your YouTube channel. How has your work changed as you shifted your career trajectory from doing visual direction for a certain brand, to running a YouTube channel?
Surprisingly, I didn’t notice too many changes. Of course, it may seem like a huge change career-wise, but at the end of the day, I’m still doing the same things that I enjoy doing. I think this situation actually motivates me to work harder and to continue to put out high quality content.
How would you describe Suesasha as a brand?
Something that you want to keep watching. Something I value and enjoy myself. Something new.
What does beauty mean to you?
Beauty is commonly determined based on how visually interesting or fun something is, but I like to take a different approach. When it comes to digital content, I believe that anything that is informative, fun and showcases the creator’s personality at the same time can be considered beautiful. Of course, visuals are important, but the storytelling, the meaning and how they make viewers feel when they watch my content are crucial.
From your videos to your sense of style, you’re loved for your unique aesthetic. Where do you usually find inspiration?
I actually get this question a lot, but I’ve never really been able to find an answer. Rather than getting a certain idea from doing something, I think my aesthetic really stems from all of the things I expose myself to. It’s hard to explain, but it feels like my mind is already filled with complete visuals that I intend to express.
What are some brands or people you’ve been loving recently?
Veneda Carter: I’ve been looking to stylist, influencer and mom Veneda for style inspo. As a fellow mom myself, I’m really inspired by her creativity.
SSENSE: I’ve been loving SSENSE’s product curation, including the recent launch of its “Everything Else” category, as well as kidswear. I’m probably going to shop a lot from the retailer once I move into our new home in September.
I don’t have any specific collaborations planned at the moment. I’m mainly focusing on preparing for our second baby and decorating our new home. These are both very big changes to my life, and I think they’ll naturally blend into my upcoming videos on YouTube.