33-year-old Christen Dominique has over one million Instagram followers, over four million YouTube subscribers, and a successful cosmetics company, Dominique Cosmetics.
It all started back in Texas, when she was forced to quit her side hustle as a makeup artist due to the time commitment. “I had to let it go. I was going to school full-time and working full-time, I’m a mom, I’m married—it was getting to be too much,” Dominique tells HelloGiggles in a Zoom interview. Her clients, upset they couldn’t see her anymore in person, encouraged her to start putting tutorials on Youtube so they could still learn from her. She did, but although she fell in love with creating content, she didn’t realize it could turn into an actual career.
“I didn’t know you got paid for anything [like that],” she recalls. After all, back in 2009, there were only about three billion beauty-related YouTube video views, compared to 169 billion in 2018. But Dominique steadily built up her audience, posting beauty how-tos and lifestyle and fashion try-on videos on her channel. By 2014, she had about 45,000 followers on Instagram, where she frequently promoted her Youtube videos and soon she was “asked to move to L.A. and do it full-time,” she says.
Three years later, she started planning the next big step in her career—Dominique Cosmetics. Her namesake cruelty-free makeup brand launched in 2018, and is now sold in retailers such as Sephora, Nordstrom, and Ulta. For Dominique, it’s more than just a cosmetics company. It’s also about boosting her consumers’ confidence, an area she’s struggled with herself.