While other bloggers, YouTubers and Instagrammers shy away from the term influencer, Karis Renee embraces it wholeheartedly. The former fashion marketing executive is proud that’s she attracted more than 350,000 followers across various channels where she displays a penchant for working angles and styling covetable outfits. “Setting trends and showing people how I interpret them has always been my favorite hobby,” says Renee. “So, I was ecstatic when I learned that this could be a full-time objective.” Beauty Independent caught up with the enthusiastic bride-to-be to talk about brands she’s digging, the benefits of organic marketing, diversity in influencer partnerships as well as product assortments, and her jealousy-inducing trip to Bali.
How did where you grew up affect your concept of beauty?
I was born and raised in Oklahoma. Growing up in the Midwest, it felt like we were always the last to get hot, new trends. From fashion to beauty and entertainment, my standards were totally based on what I saw on TV and in magazines. Keep in mind that this was the 90s and early 2000s. We didn’t have internet access the way we do now. So, my options were limited, and [I] hardly saw things that were beautiful that also looked anything like me.
What inspired you to start your website?
I was inspired to start my own platforms for that very reason, to change the way that girls like me saw beauty, style and an overall lifestyle that is fun. With the internet now, we can all be content publishers, and it’s much easier to find diversity in ethnicity, body type, attitude and personal style. There’s something for everyone. This is a luxury that I certainly didn’t have growing up in quaint, small towns like Muskogee, Okla.
With karisrenee.com, I’m able to share snippets from my life to add to the melting pot of style and beauty for those out there like me and totally different than me to see what life is like through my eyes and maybe learn something new along the way. There were no voices in the public like mine coming up, and I just want for mine to be heard. Not just for me, but for those around me who may have a different world view.
Did you have any idea you would become an influencer?
I was actually very excited when I first heard the term influencer because it sounded like a dream job. I had no idea that I would become an influencer officially because it’s still a very new avenue.
You started out mainly focused on fashion. How did you venture into beauty?
Fashion has always been my first love, ever since design school. I learned over the years, though, that fashion and beauty go hand-in-hand. The beauty industry is just fashion for your face. When I started taking care of my skin, actually investing time to try products that would keep my body healthy and vibrant, I found all kinds of stellar brands and products that I felt the world needed to know about. It was a simple transition to also incorporate beauty into my overall style presentations. There are trends everywhere. Style is not fashion-specific, and I’m all for anything that brings an elevated aesthetic to the forefront from fashion and beauty to art, magazines and even graphic design.
What do you wish brands knew about working with influencers?
I wish that brands were truly tapped in to how unique and diverse influencers can be. I believe that successful influencers have grown to these positions by being not only talented, but also unique and honest. This business is only a viable platform because of the friends and followers who want to see what’s next. This means that, if a brand only caters to a certain type of consumer, only a certain type of influencer can genuinely share the word. This is a great thing when it comes to specialty products like extensions or hair treatments for those with hair loss, for example. However, it’s very limiting when it comes to a brand that markets itself as every woman’s makeup and, then, only comes in 10 shades of tan.
I would love for brands to think of influencers as true professionals almost like individual marketing agencies and not like basic gals who just want a free lip gloss. I take so much pride in my work and only publish content that I truly believe in. So, I really gravitate to brands that take this into consideration and make me feel like a partner in whatever we do together.
If you had one piece of advice for small brands from your marketing days, what would it be?
Organic marketing will spread like wildfire. If you are looking to make an investment in marketing, look for the influencer who may not necessarily have the biggest number of followers or highest rates and, instead, look for the person or platform that has the highest level of organic engagement. Once the word of mouth really gets moving among these real people, you are so much closer to success. You are essentially renting this person’s platform [and] trust factor with followers and friends. Partnerships on the grassroots scale have been among the most successful campaigns that I’ve ever been a part of.
Why do you think indie beauty is picking up steam?
I love seeing new brands and businesses emerge from this indie beauty movement, and it just feels like home for influencers like me. This movement connects like minds in the sense that we are all entrepreneurs, looking to both give and receive a great new opportunity in the industry. I’m so glad that the indie beauty movement has caught on, and that it involves bloggers, videographers and general content creators across the globe.
At the end of the day, we all want to be that friend who was the first to tell their group about a fantastic new product or the first to discover an item that becomes the new go-to in any field. Everyone wants to be first, from discovering new music artists to discovering a new shimmer highlighter. The desire to be on the ground floor of these emerging trends is what connects these specific types of producers and tastemakers.
How do you choose brands to feature or collaborate with?
I come across brands on my own, typically while flipping through social media in the morning before I actually get out of bed. Whether I discover the brand or they reach out to me, I like to do my research to make sure that we are a good fit for each other. This doesn’t just mean making sure that the brand is on par with my platform, but I also have to make sure that I’m entering each partnership confident that I can also bring value to their overall business.
I like to choose brands that not only have a strong product that I would actually use and, therefore, market organically, but I also look for brands that have a strong aesthetic and visual appeal down to the packaging and graphics on their websites. Not only do I want a product that will photograph well, but also I aim for all of my partnerships to also have a strong visual representation so that anyone I direct there will feel like it’s been a worthwhile recommendation.
This is another tip that I would give to smaller brands from my marketing days and now working as an editor and influencer: make sure that your product will be something your partners and affiliates can be proud of endorsing. In addition to thinking as the end consumer, it also helps to think as the influencer who sent them there. Is this something that will add or detract from your online reputation? Does the product hold up to the hype? Does it feel like a quality gift? Is this something that you would personally put on your own feed, blog or website to the people who really know you?
What are a few beauty brands that you are crushing on now?
I am totally crushing on RealHer right now. I was fortunate enough to have discovered this makeup line at Indie Beauty Expo in Dallas just a week ago. I was immediately attracted to their minimal yet bold packaging, and I was already a fan once I realized that this brand puts affirmation quotes on each individual product. Right now, I’m alternating between their “I Am The Storm” long-wear matte lipstick and “Be Bold” metallic lip.
I also love Pili Ani, who is responsible for my current skin glow, thanks to their Natural Radiance Facial Moisturizer. Pili Ani, in addition to having the sweetest brand representatives in the world, works based on a simple five-product system that’s very easy to keep up with. Not to mention, they also hit my weakness, stunning quality packaging. Seriously. My vanity looks like it belongs to Princess Jasmine with this product line on it. I also adore the skin brightening moisturizer, which doesn’t change the tone of your skin, but instead blends natural oils, vitamins, and white truffles extract to hydrate, smooth, and brighten uneven skin tone.
What is a tip for creating well-curated photos?
For perfectly-curated photos, I first and foremost recommend a clean surface or backdrop. Do not be the person who gets dragged for having a dusty coffee table and dirty brushes. Instead, I recommend opting for clean, bright backgrounds with natural light to best highlight the product. It’s the same theory behind a good selfie. If you know how to test the light for a good glam shot, then you’re already halfway there when it comes to shooting product. Don’t be afraid to show your surroundings or other small items that you naturally have on hand. A good product photo can become great just by adding a few makeup brushes or the corner of your adorable makeup bag.
What’s next for you?
What’s next for me is a long plane ride. Tomorrow morning, I board to [go to] Bali, Indonesia to cover a new travel destination for World Bride Magazine. In addition to being a huge style fanatic, I also just got engaged. As I plot a spot for my own wedding, I’m fortunate enough to take readers behind the scenes as I visit potential honeymoon or wedding destinations as guest editor for the magazine. I will be exploring the nearby areas to see what attractions a newlywed couple might enjoy to celebrate their big day. Of course, I will also have to somehow figure out how my beauty routine and fashion choices will fit into all of this. It’s all part of how I incorporate my blog and perspective while also pursuing life goals along the way.
