Does the name Zoella ring a bell? Your answer might boil down to how much time you spend online.
Born Zoe Sugg, but better known by her aforementioned moniker, the beauty vlogger is part of a new generation of YouTube celebrities who have amassed millions of followers by uploading videos of themselves online.
At 25, Sugg is one of the biggest such personalities. She’s a bright, bubbly and likeable presence onscreen, sharing beauty tips, lifestyle trends and updates on her everyday happenings. Her journey has been so fruitful that she now has her own line of bath and body products sold in the UAE, ranging between Dh45-69 at Virgin Megastores.
Young people love it. Whereas some of us recall growing up with an imaginary friend stuck to our sides, today’s kids are growing up with a bushel of digital friends like Sugg instead. After all, Sugg and her fellow YouTube stars — including her vlogger boyfriend Alfie Deyes, who runs the channel PointlessBlog — make a living off of seeming approachable.
“I keep every single letter,” Sugg tells tabloid! in an email interview. She’s referring to the abundance of fan mail she receives from her keen admirers. Some of them are too keen, evidently, as Sugg had to send out a tweet just last month reminding them to refrain from knocking on her door at home for a photo.
“I find it so amazing that people take the time to write to me and I’m so grateful that they do. I’ve also received some really wonderful gifts, my readers are so kind and generous. My dog Nala has been so lucky too, lovely readers always bring her treats to my meetups.”
Sugg, who started her YouTube channel back in 2009 while working at fashion retailer New Look, has nearly 8.5 million subscribers today. In 2014, she took her popularity to the next level and signed a two-book deal with Penguin Books. She released her debut novel, Girl Online, a success that was partially marred by controversy over whether or not she used a ghostwriter. (Sugg skipped tabloid!’s question about how these rumours would impact her approach to the second book, coming out later this year.)
A testament to the loyalty of Sugg’s subscribers, however, Girl Online broke the record for highest recorded first-week sales for a debut author. In other words: In the world of online fame and fortune, Sugg has become somewhat invincible.
Now, the Brighton-based entrepreneur is ready to talk about her latest endeavour: Zoella Beauty. Her line of bath and body products, from lotions to fizz bars to make-up cases, was created “based on the things I love and want to use.”
In a Q&A, she tells tabloid! what her favourite product is, how cyber-bullying has impacted her life and whether or not she’s got the numbers of the lads of One Direction saved in her mobile.
For those who don’t already know, what can people expect from the Zoella Beauty line?
It’s a bath and body collection, featuring a bath soak/shower creme, body lotion, fragranced body mist, fizz bar bath fizzers, and three make-up bags. It’s fun with light and floral fragrances and perfect for relaxing at the end of a busy day.
Is it true that some of the bath products are intended to help other people who struggle with anxiety? (Sugg has previously spoken about her own experiences with anxiety.)
Baths are a great way at calming down and relaxing when you’re feeling anxious or stressed, and can also make a lovely treat. I wanted to create a range for bath and body as those are some of my favourite kinds of products, and can really help you to chill out if you’re not feeling so good.
What are your personal favourite products that you’ll be selling? Do you use them in your own life, or does it feel weird to do so?
I actually use my products all the time. I love the bath soak, but I think my favourite has to be the fizz bar, I love baths and these are so easy to pop in.
You spoke out last year against bullying and hateful comments on the internet. Has it gotten better since?
I’m coming to realise that when you’re interacting with so many people online, there are bound to be a few negative comments every once in a while. The hardest thing is just trying to ignore them, as those are the ones that are easiest to focus on. It’s important to try not to take it personally. Those people are generally not happy in their own lives so all you can offer them is gratitude. I am so lucky to be able to interact with so many people every day, so it’s all about focusing on the positives and letting the negatives slide.
As someone who has made a name being connected and ‘on’, is it hard for you to disconnect?
It is so hard to leave it alone! I’ve usually always got my phone or laptop with me, but I’ve learned that it’s really important to switch off in the evenings to try and relax.
Who are your current favourite YouTubers to watch, and why?
I feel so lucky that I get to watch so many of my friends online every day. I love watching vloggers who share their everyday lives. The SacconeJolys are one of my absolute favourites and some of my best friends in real life, too.
Are there any surprising channels you frequent that have nothing to do with beauty?
I watch so many different channels, I love lifestyle and vloggers as well as beauty and fashion blogs, and I love watching food and baking channels too.
I always love to know people’s biggest fashion regrets, whether you were eight or 12 or 20. What were some of your most memorable ‘what was I thinking’ moments?
I was a bit of an eyebrow over-plucker when I was younger, I wish someone had made me leave them alone.
Who’s the most famous person you’ve got saved on your mobile?
I’ve been so lucky to meet so many amazing people through some really cool opportunities. One of my favourites was interviewing One Direction a few years ago and getting to sing with Ed Sheeran for Band Aid 30, sadly though, they aren’t in my mobile.
You’ve achieved a lot at only 25. Where do you see yourself focusing your creative your energy in the next five or 10 years?
I find it all so exciting and so unpredictable. If you’d asked me five years ago what I would be doing now, I never would have guessed that I’d be doing this. I’m not so sure what the next five will bring, but I can’t wait. I’ve got my second book coming out later in the year, which I know will be very exciting.
