The Beauty Influencer As Advocate: Arshia Moorjani Pushes For Inclusivity While Showing The Glamorous Side Of Her Life

Arshia Moorjani serves up both brown girl realness and glitz on her blog, Love Being Chic, and social media platforms. The purpose isn’t merely to spotlight products she adores, although she does that plenty and has scored partnerships with the likes of Fresh, Bloomingdale’s, Gillette and Urban Decay. The Indian-American influencer views her role as giving a voice to women who’ve often gone underrepresented in the fashion and beauty industries, and pushing brands to embrace diversity in deeds, not just words. The role, unfortunately, isn’t all likes and levity. “For most influencers, Instagram is their portfolio and, of course, they only want to showcase their best moments because that is what the audience wants to see,” writes Moorjani on her blog. “Behind those photos are hours and hours of work that is not so glam, very stressful and boring.” Beauty Independent caught up with her to discuss calling out brands for unwarranted shade gaps, maintaining control over content and becoming increasingly selective about collaborations.

How does your culture impact your idea of beauty?

I was born in India and, even though I moved to Queens at the age of 8 and have lived in America ever since, the Indian culture is where I derive that sense from. It’s just so beautiful and colorful. Honestly, growing up, I didn’t see that represented anywhere in American media – TV, print or online – so I never considered myself as beautiful because I couldn’t relate. I never saw myself.  I now fully embrace and accept my culture, all of the aspects, and am trying to incorporate as much of my heritage as possible. I can let the power of Instagram share that message, so young girls can see someone who looks like them.

How did your blog start?

I actually started on YouTube, my biggest platform. That was because I was obsessed with watching makeup videos, probably since I was 14. Again, I never saw anyone that looked like me. None of the makeup recommendations were ever a fit for my skin tone. I had worked at makeup counters early in life, so I decided to go for it and show what worked for me. I simply posted the videos, never thinking it would turn into a full-time job and expand onto multiple platforms.

Are you a full-time influencer?

Yes. It’s crazy because I‘ve had corporate jobs with crazy hours, but this is truly a 24/7 endeavor. From the moment I wake up to the moment I go to sleep, there is always something to do, some new idea. Also, with YouTube, videos take a considerable amount of time shooting and editing. Then, I’m rebranding my website. I’m my own publicist. Everything is time-intensive. It’s your life.

Is there anything you learned from the corporate world that has helped you with your current gig?

I worked in corporate fashion, predominantly in sales, so I think truly it’s been so helpful in this business. At the end of the day, you are selling yourself to your audience and brands alike. You have to pitch yourself and frame yourself. You are constantly promoting what you have to offer. I also learned the art and importance of working with people one-on-one and building strong relationships, which is key.

Did you have any idea you would be deemed an influencer?

Not at all. It was a hobby. It was how I stepped away from the stress of my job. At first, I didn’t make a penny. Instagram wasn’t what it is now. There weren’t all these avenues to be ambassadors and affiliates, and the ads on YouTube were only accessible to the largest players. I did it purely for the love of makeup. I never started for the money because it wasn’t there to begin with.

What do you wish brands knew about working with influencers?

Brands are getting better about understanding this is a full-time job, and that it has to be a paid job, so I think it’s about continuing to really show much goes into the back end. Also, sometimes a brand will try to dictate how I speak about a certain product. If you are hiring me, you are hiring my voice. You can’t control my creativity. If a brand is stern about that, I’ll walk away.

How do you choose products or brands to feature?

Of course, it depends, but, over the past year, my taste level has changed, and my audience has grown. Now, I can be picky, and I don’t feel like I have to say yes to everyone. It really comes down to whether a brand is inclusive with their products. It’s my platform, being diverse, and I will only work with brands who represent that, who strive to represent everyone. And, as far as products, I always have to try it first. I can’t post about it if I don’t know how it works over a period of time. People are spending their hard money on what I recommend, so it has to be truthful and fair.

How do you prefer to work with brands?

Right now, I’m interested in long-term partnerships with brands. I want to be an ambassador of sorts and really get to know the brand closely. For example, if it’s a skincare product, I want to use it in a routine and not just post a photo. I want viewers to see how it integrates into a lifestyle. It makes it so much more impactful showing how it works in real life.

What feedback do you get when you challenge brands on their shade ranges or lack of diverse offerings?

I meet brands all of the time and have these discussions on a daily basis. Almost every single one has been super open to the conversation. I think it has a lot to do with how you approach them. You can’t attack, but, instead, tell them why this is so important. Often, it’s truly an eye-opening moment for them. They’ve been very receptive from my experience.

Why do you think the indie beauty movement has gathered momentum?

It’s the power of social media. Anyone with an idea can start a brand. That is beyond amazing and makes me excited for the future. Customer service with small brands is also incredible. They care and can service their clients on a personal basis and concerns are not lost. Lastly, I think the value they place on mindful ingredients and ethics [is important in their] success.

You attended Indie Beauty Expo New York last month. What brands excited you that you discovered there?

There were two that I was really impressed with: Aavrani and Indaia. These stood out to me as very kind and amazing, and also Indian-inspired. I always want to see more of what supports our heritage.

Where is social media headed for influencers?

It’s hard to keep up. I’m full-time, and I can barely do so [with so] much going on. I feel like, on all platforms, there are going to be new people every single day. The influencer space will continue to grow. It’s smart to diversify your platforms. One could tank, [and] one could take off. So, you need to be able to own your space [on that one that takes off].

What’s next for you?

I have a few different projects with bigger campaigns. Of course, I am figuring out my next steps. My goal is to highlight other people because I know what it’s like to feel left out of the narrative. It’s changing a lot, but I want to create that opportunity for others and create content that inspires people through beauty, fashion or lifestyle. I want people to smile.