Aya Faisal Championing Beauty and Fashion with Authentic Boldness

Aya Faisal, a prominent Tunisian-Saudi fashion and beauty content creator based in Dubai, has captivated audiences with her authentic approach to beauty and fashion. Her journey began in 2015 while studying in London, where she started sharing her outfits online. At that time, the industry had few influencers, making her contributions both pioneering and impactful.

Aya’s transparency about her skincare struggles, particularly her battle with acne and acne scars, resonated deeply with her audience. By courageously displaying her real skin on Instagram and Snapchat, she built a community that appreciated her honesty and related to her experiences. This openness became a cornerstone of her content, fostering a supportive and engaged following.

Navigating the evolving landscape of social media has presented challenges, especially with the emergence of new platforms. Aya draws inspiration from her travels, sharing new outfits and unique makeup looks that reflect her experiences. 

She distinguishes between influencers and content creators, noting that while influencers share their daily lives spontaneously, content creators focus on the aesthetic quality of their posts. She emphasises that both roles are often misunderstood, with followers sometimes perceiving them as perpetually affluent and free from frustration, which is a misconception.

Cultural heritage plays a significant role in Aya’s beauty and fashion choices. Her daily use of kohl for eye makeup and seasonal makeup preferences are influenced by regional trends. In winter, she opts for matte makeup with foundation and heavy loose powder, while in summer, she prefers dewy makeup with a strong highlight that showcases skin texture. Her fashion choices, including the decision to show less skin on social media, are guided by her beliefs, demonstrating that modesty and fashion can coexist harmoniously.

Collaborating with various brands has been a highlight of Aya’s career. A standout experience was her campaign with IT Cosmetics, where no filters were applied, and true skin was showcased. The campaign featured a CC cream that could be worn as foundation, and the diverse selection of participants and team members contributed to its success.

The shift in social media algorithms, particularly with the rise of reels, has required content creators to adapt by producing more video content to maintain engagement. Aya acknowledges that influencers are both trendsetters and followers, contributing to a cyclical dynamic where trends are created and adopted within the community.