JOYCE CHEO

CONTENT STRATEGIST @MORELIPSTICKSPLEASE

A former beauty journalist, Cheo says her initial motivation for starting a beauty-centric Instagram account in 2014 was pragmatism – it was the thing to do to stay current because “everyone was jumping on it”.

But since then, the account has evolved into a more personal platform where Cheo not only shares beauty information but also lifestyle and travel snaps (often replete with humorous zingers).

She says: “I think the process of women sharing beauty tips and tricks is an incredibly intimate one. It can really foster community spirit where people come together to help one another.

“If I make even one person happy with a product he or she bought after seeing it on my account, or if it sparks some curiosity in them, that’s already very satisfying.”

Follow her for: Product news and reviews, as well as uplifting messages about body positivity, inclusivity and enjoying life.

Her feel-good vibes are infectious and her beauty posts are snappy but informative. Cheo says: “I think it’s important to put the message out there that everyone is different, everyone deserves to be seen and to feel beautiful. Beauty is now much more about selfcare and making ourselves feel good rather than attaining some sort of ideal. The most important thing is to enjoy yourself and have fun in the process.”

“Beauty is now much more about self-care and making ourselves feel good rather than attaining some sort of ideal.”