Emira D'Spain Is Shaping a More Expansive and Inclusive Vision of Beauty
“When I focus on creating from a place of joy and authenticity, everything else falls into place.”
As an authority in the beauty space, Emira D’Spain knows exactly where to look when it comes to spotting what’s next. “For me, it comes down to watching the professionals. The talent within the professional world is unmatched,” she tells Hypebae. With role models like Ariel Tejada or Ash K. Holm, it’s easy for the model to become inspired. “That’s where creators like me come in — we take the runway or red carpet moments and help people bring that same energy to their daily routines — that’s how trends take shape and evolve.” The creator, who has amassed 1.3 million followers on TikTok, is a leading voice in the makeup and skincare categories.
But, her presence is about more than just products — it’s about purpose. “One of the most rewarding parts of my journey has been the messages I get — sometimes dozens a day — from people who tell me that seeing me in a campaign or sharing my perspective helped them feel a little more seen and represented.” Growing up, she didn’t always see herself reflected much in the campaigns she was seeing. “To now be part of shaping a more expansive, inclusive vision of beauty is something I don’t take for granted.”
However, there’s still work to be done. “While much progress has been made, true inclusivity can’t happen without diversity behind the scenes. So many brands have good intentions, but without the right people in the room — making decisions, casting talent, shaping the creative — it can easily fall flat or feel performative.” For D’Spain, lasting change starts with who’s at the table, stating: “That’s where the industry still has room to grow.”
To help brands evolve and grow, D’Spain also pays attention to what resonates in today’s climate. “It has to feel both unique and honest. The beauty space is incredibly saturated and consumers today are smart — they can see right through a product that was created just for profit.” For her, it’s obvious that people want to align with companies that are authentic to their identity. “It’s not just about launching something cool, it’s about whether the product fits the brand’s DNA.”
That sense of clarity also extends to how she views the changing influencer landscape. “The influencer space has changed so much, especially post-COVID. Everyone wants to be an ‘influencer’ now, but there’s a big difference between that and being a content creator.” In her eyes, her job is about creating meaningful, entertaining or educational content that feels real. “[People] want creators who feel like friends, who feel relatable. That connection is everything. When I focus on creating from a place of joy and authenticity, everything else falls into place.”
Of course, with great influence comes great responsibility and D’Spain is aware of how she uses hers. “It’s a balance — there’s pressure, for sure — but I’ve found that the best thing I can do is just stay real. My audience knows I’m not trying to be perfect. I started this to make people feel beautiful and give them the tools to do it and that’s still my mission.”
The person who led her to know this path was her calling, her mother, is her greatest source of inspiration. “From a young age, she never made me feel like there was anything I couldn’t do. She instilled in me this unshakable belief that I could dream big and achieve even bigger. That mindset, that drive, is all because of her.” A force that keeps her grounded and motivated, that support keeps D’Spain’s mission front of mind, always.
So, what advice does she give to anyone trying to turn their passion into a career? “Stay consistent — no matter what. And trust me, I know how hard that can be. However, consistency and intention are what separate people who make it from those who burn out. It’s easy to glamorize the job, but the reality is a lot less cute — it’s filming all day for a video that might flop, editing for hours and constantly brainstorming new ideas.” She sees a career in content creation as something you need to be in love with if you want to do it full-time. “If you’re ready to commit, it can become something sustainable, but it starts with doing the work when no one’s watching.”
As for what’s next? “You’ll be seeing me on the big screen soon… that’s all I can say for now. And, of course, I’ll still be on the screens in your hands. I just relaunched my YouTube channel and I’m so excited to share more of my world — not just beauty, but everything that inspires me. This next chapter is all about expansion and showing even more of who I am.”
For a sneak peek of the empties D’Spain will be sharing on her YouTube channel, check out some of her favorite beauty buys below, from Kosas’ “DreamBeam Sunlit” SPF40 to Glow Recipe’s “Hue” Drops.
Kosas “DreamBeam Sunlit” SPF40
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“This is the best sunscreen ever. It gives your skin the most stunning glow and layers seamlessly under makeup. No pilling, no gunk — just luminous, protected skin.”
Glow Recipe “Hue” Drops
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“I can’t do my makeup without these. They give the prettiest warm radiance and work beautifully across all skin tones. It’s like an instant filter.”
Haus Labs “Triclone Skin Tech” Medium Coverage Foundation
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“Gaga did her thing with this Haus Labs foundation. It’s my holy grail — flawless finish, buildable coverage and it works for literally any occasion.”
Charlotte Tilbury Setting Spray
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“If you want your makeup to last all day but still feel hydrated and fresh, [Charlotte Tilbury's Setting Spray] is your girl. Locks everything in while keeping your skin dewy.”
Benefit “Benetint”
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“I’m obsessed with this product from Benefit. I have 10 of them. It’s the perfect flush of color for lips and cheeks, super easy to blend and gives that effortless rosy glow. I always have one in my bag.”
Before you go, check out our interview with professional surfer and Freaks of Nature founder Kelly Slater.
