CreatorIQ

In Episode 53 of Earned, Conor sits down with skincare veteran Susan Yara, powerhouse YouTuber and co-founder of ingredient-focused skincare line NATURIUM. We start the episode by diving into Susan’s career path, from her stint as a broadcast news reporter to her time as an online beauty editor. After recapping these experiences, Susan shares why she decided to transition to launching her own beauty-focused YouTube channel, Mixed Makeup. Susan reveals how the name represents her unique perspective as a half Latina, half Korean woman, and explains why she wanted to focus her channel on skincare concerns for women aged 25-40. Susan also gives advice for building and growing a community by creating valuable content that people can learn from and connect with. Additionally, we discuss the importance of mastering one social media platform rather than spreading your efforts too thin across them all, and why building a passionate community spurs longevity for your career. We then switch gears to NATURIUM, and Susan emphasizes how having a team of industry veterans has helped the brand navigate the pandemic and recent supply chain issues. Finally, Susan shares why she believes it’s a mistake to focus on creating viral products, before explaining why NATURIUM prioritizes relationships with micro-influencers.

Susan Yara

Content Creator & Co-founder of NATURIUM

In Episode 53 of Earned, Conor Begley, Chief Strategy Officer at CreatorIQ and co-founder of Tribe Dynamics, sits down with Susan Yara, powerhouse YouTuber and co-founder of fast-growing skincare brand NATURIUM.


53 - Susan Yara, NATURIUM

From Content Creator to Brand Builder: Susan Yara Talks Growing a Passionate Community Online and Off

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Welcome to Earned, an influencer marketing podcast by CreatorIQ. In this series, Conor Begley, Chief Strategy Officer at CreatorIQ, sits down with esteemed industry leaders, exploring the minds—and marketing strategies—behind the most successful brands in creator-led marketing. In each episode, we dive into our guest’s background, as they walk us through the unique—and often unexpected—journey that led them to landing their dream role. We discuss their tried-and-true marketing philosophies, and of course, we talk about influencers, sharing best practices for maximizing the power of the Creator Economy and cultivating impactful influencer communities. Each guest also lends advice to young professionals starting out in the industry, and reveals a few of the key marketing strategies behind their brand’s coveted success, online and off—so be sure to tune in, and take notes!