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Two women from different parts of the world share the stories of their lives

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The Conversation: How to be a beauty influencer

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Dimma Umeh and Rammal Mehmud

04/04/2022 GMT

How to be a beauty influencer

BBC World Service - The Conversation, How to be a beauty influencer

Dimma Umeh in Nigeria and Rammal Mehmud in Pakistan discuss sharing beauty tips online

Dimma Umeh in Nigeria and Rammal Mehmud in Pakistan on sharing makeup tips and positivity online. They tell Kim Chakanetsa about making a business out of a social media following.

In the world of social media anyone can feel like a friend and become influential - and the internet is full of women giving tips on how to look your best. Kim talks to two beauty influencers with thousands of followers about why they share their lives online and what they get out of it.

Dimma Umeh is from Nigeria and shares make up tips for women of colour. She's been creating content on her social media channels for eight years and has hundreds of thousands of followers. Her videos go from eyebrow-shaping tutorials and getting ready for a night out in Lagos, to going on a shopping trip and detailing how she's decorated her apartment.

Rammal Mehmud is a photographer turned make-up artist in Pakistan. Based in Islamabad she has an Instagram and YouTube account called Le BeautyAffair. As well as make-up tips she uses her skills as a make-up artist to come up with wildly creative looks – turning herself from The Mona Lisa to Captain Jack Sparrow to a plate of fruit and veg. She says make-up helped get her through a rough patch and she shares content to help others with their confidence and mental health.

Produced by Jane Thurlow

(Image: (L), Dimma Umeh, courtesy Dimma Umeh. (R), Rammal Mehmud, courtesy Rammal Mehmud.)

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