A conversation with Tyra Booker: Social Director, Beauty Youtuber, and Content Creator

·1 hr 6 min·5 clips

How did a beauty brand social director end up starring in a Charli XCX music video?

In episode 89 of Negronis with Nord, host James Nord speaks with Tyra Booker, the social media director at Ilia Beauty. Tyra begins by recounting how she appeared in a Charli XCX music video after attending a surprise set through friend Addison Rae. She reflects on her start as a YouTuber at age 13, which paid for her first year of college. Tyra explains her decision to pursue a journalism degree at Syracuse University instead of moving to LA for a Seventeen magazine show, influenced by her parents' emphasis on education. She contrasts the self-focused nature of influencing with her desire to create impact through brands, noting how friends like Emma Chamberlain and Addison Rae have expanded into businesses. Tyra details her role at Ilia, where she balances creative campaigns like the 'skin rewind' launch with Tezza and VHS activations. She discusses influencer strategy, emphasizing organic UGC, niche perspectives, and avoiding over-reliance on trends. Tyra analyzes the shift in brand content toward personification, citing examples like Glossier and Rhode. She advises creators to define a clear point of view and marketers to take creative risks. The episode concludes with Tyra sharing her favorite TikTok follows, including Charli XCX and Nara Smith, and thoughts on trend participation.

As heard by us

A creator's career arc turns into a useful look at brand trust, feed strategy, and authentic partnerships.

Tyra Booker's move from posting online at 13 to leading social media at Ilia gives this episode a useful brand-and-creator spine. She traces the jump from YouTube to journalism school to work that now spans creator experience, social strategy, and influencer partnerships.

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Why you'd press play

Want a peek at how Ilia thinks about creators before a partnership begins?

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