Meet Rowi Singh, the beauty and and fashion influencer who fuses her unique and eccentric sense of style with her Punjabi Indian heritage.
Rowi uses her social platforms not only for creative expression, but to empower and inspire other women to embrace their diversity in culture and style; and it’s her ability to integrate her culture with contemporary fashion and makeup trends that has earned her a dedicated following and cemented her as one to watch in the Australian social media space.
BD chatted with Rowi – a new MAXCONNECTOR – to find out more about her work as an influencer, her advice for someone trying to build a following, and her rules for working with brands.
Can you please tell us a little bit about yourself and how you became an influencer?
I'm an Australian Indian creative content producer, with work regimented in contemporary style and unique aesthetics. The work I create is bright, colourful, and inspiring for a diverse group of women.
I slowly developed a following because I used Instagram to creatively express myself through style and makeup. I ended up crafting my skills in both areas which resulted in a dedicated following.
I also saw a massive gap in the Australian influencer space: a lack of cultural diversity, and I sort of wanted to change that. I wanted to inspire all women of colour shape, and size to exude confidence and feel empowered by their own strengths.
Can you tell us a career highlight?
I don't think I can pick one! I think collaborating with some of my favourite brands like Fenty Beauty and Anastasia Beverly Hills, being signed by MAXCONNECTORS and featured in major publications like MTV, Buzzfeed and The Daily Mail.
Which trend is exciting you about the beauty industry right now?
I'm not sure if this is a trend in particular but I'm obsessed with thick neon eyeliner. The type of liner that almost touches the brows and has a strong tail.
Who in the industry do you most admire?
It always changes but at the moment I'm seriously loving @alissa.ashley. She can honestly rock anything and her technique is flawless. Another one is @kelseyannaf. I've been a longtime fan and I recently met her - she truly is a humble and original queen.
Do you have any ground rules for working with brands?
I always love to build a strong relationship with brands so I genuinely love their product/service and they genuinely love the work I create for them. That's when we produce the best results. So I guess just working as a team is key for me. I also expect brands to honour my worth.
What is your advice for someone trying to build an active/engaged audience?
Stay consistent in posting, interact and value your audience, build your USP (unique selling proposition) that will help set you apart from the rest, and build connections in the industry.
Top networking tip?
Never be afraid to enter a party/event alone.
Who is your favourite person to follow on Instagram?
TOUGH one. One of my favourites is @rupikaur_. Another would be @mimles.
Your mantra / philosophy is?
Pretty simple - work hard for what you want and you shall receive.
If you weren’t doing this, what would you be doing?
I actually work full time so I'm doing this and also something else! I work in social media for a media agency. If I was just doing media, I'd be in creative strategy/innovation.
You can view Rowi's Media Directory profile here.
