Gurl Gone Green’s Suzi Swope Helps Natural Beauty Product Users Look Their Best With Spot-On Tips

Whipping on subtle lip gloss isn’t too difficult, but most women benefit from a bit of guidance when beautifying gets more complicated. That’s where Suzi Swope of Gurl Gone Green comes in. A former salon owner and hairstylist, she’s the go-to natural beauty influencer for identifying flawless foundation, perfecting eyeshadow application, achieving beachy waves and putting on false eyelashes without the dreaded Tammy Faye Bakker effect. “There’s a saying that you wouldn’t let a car mechanic work on your toilet. I think the same goes for beauty,” says Swope. “I’m not going to let just anyone touch my face or hair or listen to anyone that doesn’t do the groundwork, for that matter.” Beauty Independent caught up with the blogger and mother of two to discuss her beauty background, transition to clean products, the future of social media and squeezing in work during naptimes.

You’re a licensed cosmetologist. Were you always interested in beauty?

Yes, I remember playing with my doll’s hair when I was little and, as I got older, I was constantly fixing my hair and trying new styles. I have three sisters too, and I would always want to do their hair or makeup.

Is there anything you learned as a hairstylist that gives you an advantage as an influencer?

I think so. As a stylist, you learn how to manage your time when having to work within a certain timeframe each day with clients. Also, you learn how to communicate with people effectively. You really have to learn what people want with their hair and make sure you both are on the same page. Overall image plays a huge role, too. I’ve always loved transformation and making things look pretty. All of these have helped me in some way as an influencer and blogger.

Tell me about your path to becoming an influencer.

It really all started for me seven years ago when my mom got me the book No More Dirty Looks. It really changed my life. The book talks all about the toxins in our beauty products. It hit home so much since the beauty industry was my world. I knew I had to make a change. I just couldn’t just keep it to myself, I wanted to share it with everyone. I started to have so many people that would ask me questions and realized I should start a blog. Now, here we are.

How have you evolved your content from the beginning?

I learn so much every year. I think you should always be evolving and growing. In the beginning, I hardly knew that much about the process and business side of blogging. Now, I feel I have a better idea of how to not only be an effective blogger, but deliver my information so it reaches more people in a relevant way.

Which digital platforms does Gurl Gone Green content cover?

I have a blog called Gurl Gone Green, where I mainly exist. I cover everything from clean beauty to non-toxic home and natural baby. On Instagram, I show up every day to offer practical tips and tricks I’ve learned along the way and give a glimpse into my life. I did have a podcast. However, I’ve taken a step back from new episodes for now, but you can still listen to over 50 episodes on my blog by subscribing. Then, The Green Gurls Club is a venture I have with Lisa from the blog This Organic Girl. We really wanted to create a simple way for people to detox their lives one product at a time. We’ve done the research, so people don’t have to. We present it to them in an easily digestible format that they can download and also be part of a little community with similar goals.

That seems like quite the workload. How do you balance being an influencer with family?

It’s hard, and I don’t think you ever find a perfect balance, but the biggest thing that has helped me is planning.  My days go so much smoother and feel less stressful when I plan my life out as much as I can. For instance, I take advantage of nap times and always schedule to work on the blog then. My mom watches my 3-year-old a couple of time a week too. Also, my hubs is a huge help.

What is your favorite way to discover new brands?

I love trying a new product on my own, there isn’t pressure. I do get a lot of product to test, but often the product I purchase myself becomes the product I love.

How do you prefer to be contacted about a potential opportunity?

E-mail is best. With little kids, it’s hard to be on the phone.

When you get boxes from brands, what makes them stand out?

It’s really when a brand goes the extra mile and includes the ingredient list, why they created the product and how to use it. The brand knows the product better than anyone, and I want to know why they created it and why it’s amazing. I think sometimes brands assume influencers know how to use their product, but I’ve found most brands have tips and tricks for their products, and I love learning those.

What do you wish brands knew when it comes to working with influencers?

This feels like a loaded question. Well, I would first say that influencers are getting so many emails every single day. If you just send out the bare bones and hardly include any info in the email, don’t expect anything in return. The best emails I get are the ones that state who they are, what they do and just get right to the point. The email doesn’t need to contain fluff, but just the critical info. I need to make an educated decision. I get emails with no website link, so I have to go figure out their website and look at the ingredients, etc. Often, the ingredients aren’t even on the website, another reason I would just delete. There just isn’t enough time to dig through that much as an influencer. Make it easy for an influencer to get to know you, so they can decide if you’re a good fit or not. No one wants their time wasted. Also, don’t state that you follow an influencer if you don’t. It feels disingenuous to act like you know someone when you really don’t Influencers can see right through that.

What are ways you work with brands?

Sponsored posts for the blog or Instagram, sponsored content for Instagram Stories and consulting.

Clearly, the Gurl Gone Green audience isn’t alienated by sponsored posts.

No, as long as you state that it was sponsored or the product was gifted to you. My readers know I am transparent and open about what I receive.

Who is the Gurl Gone Green audience?

Women aged 20 to 45.

What posts get the most attention?

Posts that offer more than just one review on a product, but go into depth. For instance, my foundation guide was a hit. It really goes into depth about what foundation would be best for skin types. I offer photos of me wearing all of them and give details on texture. It really helps people to make a decision and get the best product for their skin. It’s hard when you aren’t really able to try many of these brands in person.

You’re very open about your family on social media. Do you have any reservations about that choice?

I don’t, at least not now. I want people to see a 360-view of what my life looks like, the good and the bad. I’m just like all the other moms out there trying to do their best to raise their babies. I love seeing how other people live their lives, all their tips and tricks. I hope to help people in the same way by sharing.

What differentiates Gurl Gone Green from other green beauty influencers?

So many things. That’s the cool thing about bloggers, everyone has a different angle or take because their life looks different. For me, it helps having a background in beauty. Often, people can recommend a product, but don’t really know how to properly apply it. I’ve been applying makeup on people for years, and my overall experience in the beauty industry helps.

What trends do you see on the rise?

Green beauty is only going to get bigger. Until recently, green beauty was still hard to find, and the products didn’t perform as well. That’s all changed. You can find products at Sephora and Nordstrom, and the performance is just as good, if not better. I also think people are really becoming more aware of their buying practices and are trying to shop local and less big business. When it comes to beauty, less is more. I’m happy to see that the days of wearing heavy makeup are [happening] less and less, and it’s become more about letting the skin breathe and shine through.

Where do you see the social media landscape headed in the next few years?

Video is going take over. People love seeing a face and feeling that connection. Social media is going to go even more in that direction with Stories being vital for brands and influencers.

If you could give your daughters beauty advice, what would it be?

Love their differences and celebrate their uniqueness. I wish I would have been this way more as a young woman. We often want to change so many things to look like someone else. I hope they realize how special and beautiful their uniqueness is.