Lisa Joy's journey is one of determination, self-discovery, and breaking away from traditional expectations to create a unique space in the beauty industry. Born and raised in Nairobi, Lisa’s path took a significant turn when she moved to Greensboro, where her story took root in both education and beauty.
Photography By Ssam Kim
Words By Angel Neal
Having grown up in a traditional African household where education was paramount, Lisa was initially focused on pursuing a career in medicine. "Education was really the only thing that we could really get into to order for us to have success within the future," she shares. Despite enjoying biology and learning about the human body, it wasn’t a true passion for her. "I wasn’t really content with what I was doing. I don’t think this is something I want to do for the rest of my life," she admits. After graduating with a degree in biology, Lisa found herself at a crossroads, searching for something that would ignite her passion. During her time in college, she started a YouTube channel as a hobby, sharing her love for makeup and beauty.
"I enjoyed makeup, I enjoyed beauty, and I decided to open my channel just to kind of share that experience with people," Lisa recalls. At first, it was a casual outlet, but when COVID slowed everything down, she decided to take the plunge and focus more seriously on content creation.
As she balanced applying to medical schools, Lisa began noticing a shift in her content. "People actually want to learn. They want to have fun with it, but they don’t always know how to use makeup," she says. This realization pushed her to focus on education and helping others feel confident in their beauty routines.
"I just loved doing it. I enjoyed reviewing products, teaching people how to apply makeup, and educating them on what works for different skin types," she explains.
Lisa's unique approach, combining product reviews with educational tutorials, has helped her build a loyal following. But how does she maintain consistent engagement? "It's all about listening to your audience and understanding what they want," she says. "Once I started focusing on education, I saw people really taking that in a positive way."
As beauty trends evolve at a rapid pace, Lisa stays ahead of the curve by constantly scrolling through platforms like TikTok, seeking inspiration from the latest trends and feedback from her followers. "Sometimes it's just the videos that people request or comment on that spark my next idea," she says, adding that audience requests are often her biggest source of inspiration. For someone like me, who’s a bit makeup challenged, I asked Lisa for advice on common makeup mistakes. "Understanding your skin type, face shape, and unique features is key," she advises. "Learning the basics and knowing what works for you is really important."
With a growing platform and notable collaborations with beauty giants like Rare Beauty, Gucci Beauty, and CeraVe, Lisa’s career continues to soar. When asked about her favorite partnerships, she emphasizes inclusivity. "I really enjoy working with brands that cater to diverse skin tones and types," she says. "Brands that are inclusive, offering a wide range of products, are the ones I connect with the most."
As an influencer with a large and diverse following, Lisa's focus isn't solely on beauty but on empowerment. "I want to inspire people, especially girls and boys in the beauty world, to be themselves," she shares. "You don’t have to know everything about makeup to enjoy it or feel good about yourself." Looking to the future, Lisa has plans to launch a beauty supplement brand in 2025, further expanding her influence in the wellness space. While she couldn't share much yet, her goal remains clear: to continue inspiring and uplifting her audience. "My biggest goal is to inspire others and help them feel comfortable in their skin," she says. In an industry that often emphasizes trends and competition, Lisa remains grounded by focusing on her purpose. "When you’re doing something you truly love, it doesn’t feel like pressure," she shares. She also credits her husband Kevin, who plays a crucial role behind the scenes, for keeping her motivated and grounded. "He helps me stay focused and keeps me motivated, both mentally and physically," she says, smiling.
When reflecting on her own growth, Lisa offers advice to those starting their own journeys in content creation. "Don’t focus on going viral. Build a community, and stay focused on your long-term goals," she advises. "The success comes when you have a true passion for what you're doing." Through the ups and downs of the beauty industry, Lisa continues to stay motivated. "My audience is my biggest motivation," she says, noting that seeing her impact on others keeps her going even through slower months. As for what we can all learn from her journey, Lisa’s wisdom rings clear: "Never limit yourself, because you just never know how far you can go."
Lisa Joy’s story is one of resilience, passion, and the unwavering belief that doing what you love can lead to incredible success. Whether it's makeup, wellness, or empowering others, her influence continues to make a meaningful impact on the beauty world. To keep up with all things Lisa Joy follow her here @alejayofficial.
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