If you’ve never checked out tattoo artist and beauty mogul Kat Von D’s Instagram, well, what the hell have you been waiting for? She might be pretty famous, but she’s basically like any other LA girl, just hanging out, eatin’ treats, pettin’ cats and goofing off, like:
When she visited a fair and indulged in fried, sugary situation:
Anyone can create an Instagram account, but only a few can sustain a coherent online presence and narrative. From individuals to companies, everyone is trying to find the golden rule of social media. We have found 17 Jefas from around the world who totally slay their Insta game and used the platform to grow their businesses. They have created authentic brands around their personas that both wannabe influencers and established companies can learn from.
1. Thou shall keep thy color palette constant.
Credit: @ameliagoldie / Instagram
Amelia Goldie is an Australian Instagrammer who has sustained a black-white-red color palette throughout the year and has become a real influencer in terms of fashion and style. Her slightly French quirkiness also makes her approachable. She is also honest about her personal struggles with mental health, making her approachable.
2. Thou shall repeat: “Fun is queen”
Credit: @kidjess / Instagram
In the old days of mass media people would say that “content is king.” Well, in the age of social media, when there are so many channels to be entertained by, good old simple fun goes a long way. @kidjess knows it and is supported by almost half a million followers. She is quirky and has a cute aesthetic that is always on brand.
3. Thou shall stay true to yourself, yes Ivon!
Credit: @bonboncherie / Instahram
We love this Latina jefat hat has gotten quite a following by being herself: a proud Latina mom. She describes herself as a wife and full-time mom and a Mexican-American blogger from California. She is not trying to pretend she is a gringa: her aesthetics scream latinidadeverywhere!
4. Thou shall scream: “B for Brown and Beautiful”
Credit: Instagram. @naturallykimmy
Kimberly Gomez is a gorgeous jefa from the Dominican Republic who is a proud representative of her ethnicity, she wears her Browness on her sleeve and we applaud her for that. Standards of beauty won’t stop being Anglo territory only if influencers AND brands don’t start exalting Brown and Black hermosura.
5. Thou shall take us on your creative journey
Credit: Instagram. @valerush
Valeria Gascon is a Mexican illustrator and academic who takes us on her creative and emotional journey as she expands her “fantasmitas” series, her flower girl series, and she studies her Ph.D. in Glasgow, Scotland. Her Insta is a delicia full of music, literature, plants, and nostalgia. Moraleja: whatever your brand does, take your audience on a ride.
6. Thou shall remain sencillita, no matter how big you are
Credit: Instagram. @anadelareguera
Ana De La Reguera is one of the best and most famous Mexican actresses of her generation. She has broken into Hollywood as well and she is basically a Mexican Meryl Streep in the making. But she has enough time and self-confidence to post pictures like the one in the upper left corner: look at her foodgasm eating that taco. No matter how big you or your brand are: humble is best, always. She wears her wrinkles with pride, para rematar!
7. Thou shall showcase the woman behind the product
Credit: Instagram. @brunelda_
Online presence is all about people. Brands that remain stale, faceless, are bound to have a boring and just meh online presence. Follow the example of Carmen Bruna, who owns a company of gorgeous invitations and other products featuring her watercolor illustrations. Her feed is a perfect mix of personal and professional content. If you are a brand, creating an attachment between the production process and the customer surely translated into loyalty.
8. Thou shall know that sometimes less is more
Credit: Instagram. @nerya_yeger
Nerya Yeger is a fitness and vegan influencer who curates a gorgeous Insta feed in which she mixes motivational messages, art, and selfies. We love all the blank space in her feed. The white is a welcome relief in a sea of oversaturated images. La elegancia es lo que cuenta. Don’t you just love that illustration of Frida blowing a bubble gum? We can only imagine the impeccable taste with which her house must be decorated! Jealous!
9. Thou shall recommend a healthy lifestyle, but not be preachy, no suenen como madre enojada
Credit: Instagram. @lacoctelhera
Instagram is full of influencers who try to tell followers how to leave their lives, and to be honest that is not good branding. What is good branding is showing rather than telling, making healthy choices look fun and something you would actually wanna try. That is what @lacoctelhera does: just look at those colorful shots of food and the smile that this Spanish jefa has on her face, like all the time. Also, fluffy animals are engaging whatever your business is!
10. Thou shall sometimes do ONE thing, and do it REALLY WELL
Credit: Instagram. @succulent_heaven
Karen is a succulent lover and grower who curates a super appealing feed featuring the favorite houseplants of the millennial generation, full with tips, info on different species and photographs that frankly make us feel relaxed. Moraleja: sometimes diversifying your brand is not the best move. Do one thing and do it lo mejor que puedas. After scrolling through this feed we bet you will buy a pot, a small succulent…. and then you will have a new collection.
11. Thou shall give your fans/customers the place they deserve
Credit: Instagram. @lupitanyongo
Lupita Nyong’o is one of the biggest actresses in Hollywood. She has won an Oscar, acted in Jordan Peele’s “Us”,and been part of the Marvel Cinematic Universe. Will all of this going on, she makes the effort to share fanart made for her by followers. Can you imagine the smile on the fans face when seeing the art Lupita shared? Y’all know she was born in Mexico, right? And that she holds a Mexican passport? Social media has made celebrities more approachable, but only a few are like Lupita: whatever she posts feels authentic, unredacted and from the heart. Lupita, hermana, eres mexicana!
12. Thou shall create a unique and irreplaceable style
Credit: Instagram. @margaretzhang
Margaret Zhang is a Chinese-Australian fashion powerhouse who has made a name for herself in the upper echelons of the industry. She is an art director for top brands and has moved permanently to New York. Her style is a combination of French chic and the visual aesthetics of Asian filmmakers such as Wong Kar-Wai (by the way, Quentin Tarantino’s hero). The takeaway: be like her, strive to find a unique style that can be translated into different media. Anything can be relevant, even a plate of food, if presented in a way that adds to a coherent visual and emotional narrative.
13. Thou shall deliver on your promise
Credit: Instagram. @nomvelo.c
Nomvelo Chalumbria is a South African young woman who defines herself as a globe trotter. And she delivers: her Insta is full of pictures from around the world, but also of the amazing original owners of what is now South Africa. She seems to always have her feet on a plane and one foot at home but firmly grounded in her cultural roots. Do yourself a favor and follow her for her bubbly personality.
In the aftermath of Hurricane Maria, businesses all over the island were devastated by the destruction. Some were able to reopen months, to a year later, while others had to close for good. While more established businesses such as resorts and restaurants had backing to get back on their feet, it was the independent companies that struggled to reopen. Necromancy Cosmetica, however, is thriving after resuming business as usual.
Puerto Rico-based Necromancy Cosmetica a gothic makeup company was closed for four months after Hurricane Maria.
In an interview with Remezcla, Necromancy Cosmetica owners Desiree Rodríguez and Salvador Pérez talked about their joint venture which has a large social media following. The couple launched the brand four years ago but they said they almost had to shut down their store after the hurricane.
“The store was full of mold. It was total chaos,” Rodríguez told the publication. She adds that they had “like two free days. We got to work before we even knew how our families were doing. My family is from the west side of the island, and I didn’t hear from them for almost three weeks.”
The couple said that they had help locally, and abroad during the rebuilding process. They were able to sell their product online while they continued to work on reopening.
Like many local businesses after the hurricane, Necromancy Cosmetica has survived because of loyal and proud Puerto Rican customers. While many people might think of colorful and tropical scenes when they think of Puerto Rico but the goth community needs representation. Just because you live on an island doesn’t mean you will look like you live on an island.
Puerto Rico’s economy is struggling as the island continues to recover from a storm that devastated everything and everyone. As the Puerto Rican economy tries to build up, it is the local stores like Necromancy Cosmetica that are giving the island the support it needs. The company might not be donating money to the recovery effort but pumping their money into the local economy creating a stream of tax revenue that the government relies on.
The owners take pride that their makeup line is vegan and cruelty-free.
If you need more reason to check out the company, how about their stance for animals?
“These and all other Necromancy Cosmetica brand lipsticks are made with 100% vegan materials that have never been tested on animals, that means you can rest easy knowing that your wicked lips will always be on the up-and-up if you decide to join the Necromancy cult,” reads the Necromancy Cosmetica website. “Des and Zal work hard from their crypt in Puerto Rico to fulfill all the orders themselves and have high hopes for their independently owned, produced, and distributed non-liquid lipsticks. So take a look at their witchy works and get inspired.”
Necromancy Cosmetica is located at 59 Calle Arzuaga Local #3 Rio Piedras, San Juan, Puerto Rico. Click here for more information on the products.