City: Cape Town, South Africa
Side Hustle: I currently have 2 side hustles.
Side Hustle 1: YouTuber
My bread and butter job has always been my Fashion/Wardrobe and Props styling. With that said, I have been surrounded by many international photographers, videographers, hair and makeup artists, and more which catapulted me into the behind-the-scenes life of all things beauty and fashion. I have learned so many tricks to the trade of shopping secrets and beauty hacks that I knew I had to share with the general public. My YouTube channel is always evolving but primarily focuses on Luxury, Fashion, Beauty, Travel, and Lifestyle.
Side Hustle 2: Founder of my own online beauty business, Nordik Beauty
Hailing from the United States, I knew that I wanted to bring cutting-edge influences to the South African market as there has been a big gap in the beauty market there. Thru Styling and Trend Forecasting, an industry that defines beauty, I am able to tell what clients are looking for and I am able to develop my own brands and bring them into the market.
How did you get started?: I knew that I could never be content in an office job and needed to work for myself. I also travel a LOT, so I knew whatever I was going to do needed to be web-based. I would have to say that my YouTube career started out by documenting my travels Vlog style and putting them together as home movies; and YouTube was a place that I could share them with my friends and family. It continued from there as I got many questions about general beauty and fashion, like “What to Wear to a Wedding?” or “What’s the Best Drugstore Foundation?”
Nordik Beauty started purely as a source for me to get unattainable items that I wanted living in South Africa, and if I couldn’t find it in store or online, I was going to have to develop and import them myself!
When/where do you work?: EVERYWHERE!
Working my main job (styling) makes it difficult in season to stay consistent with my other side hustles. I work whenever I have a free morning or even into the night. I can easily work on my side hustles for hours on end.
YouTube – The beauty of the platform is that I can create content around anything that fits my channel. I film most of my structured videos at home and my vlogs and travel diaries I can do on the go. I always keep my camera and editing equipment with me. I pre-film a lot of videos, so I’ve always got something to edit on a plane or car ride to the next adventure.
Nordik Beauty- When I’m not on a TV commercial or photoshoot styling, I am either at home or out in the shops researching new brands and products to bring in for Nordik Beauty. There is a lot of backend work that goes into importing and developing products, and a lot of Skype convos with suppliers all over the world, so I try to find a quiet place with strong wifi!
What are the challenges of your Side Hustle?: 1. Finding enough time to dedicate to both side hustles. I have an extremely fluctuating calendar with styling jobs popping on and off my chart nonstop within a days and sometimes hours notice! I always have to be ready to jump on a styling job, so I have to prep and be hyper-organized for my side hustles.
2. With number one being said, I have to make special time for relationships that is uninterrupted time. That means knowing when to put the camera down and enjoy the time with friends and family. Not everyone is as comfortable sharing their entire life like I have become.
What are the rewards of your Side Hustle?: Watching my side hustles grow. They both literally started from nothing! Zero subscribers, zero sales, nobody, nothing. Just me. I have created something that I can call my own, and I am damn proud of it. I get heaps of private messages on Facebook and Instagram about my YouTube channel, as it’s publicly displayed, unlike Nordik Beauty. Women and men approach me about how I’ve helped inspire them with my positive and effervescent attitude, or how they enjoy watching my videos every week and it’s an escape for them.
When people buy my Nordik Beauty products I get such a thrill because I hand selected each and every aspect of it. The product, the packaging, everything. It’s so cool to see it all come together. I often bring my products to set and get makeup artists to test out new products, and I love when they give me feedback. It helps me make a better end product.
Who is your greatest supporter?: My boyfriend, Clive, has been there every step of the way thru Nordik Beauty and YouTube. He loves the analytics of it all, so it’s great to have someone take a second look into the tech side of things. Because I invest so much of myself into both of my brands, I can easily get bummed out when a customer gives a scathing review or a viewer on YouTube leaves a nasty comment about my appearance or video. He’s always there to help me stay positive.
Also, my mom, Laura. Living abroad sometimes makes catering to the USA clientele difficult. I cannot tell you how many times I’ve shipped returned items to her house from customers, and she organizes all the logistics of the parcels. Or I’m sending product to her to shoot for a new video, and she’s sending it down to South Africa for me. She shares almost all of my videos online and loves when I show her new products for Nordik beauty.
Who/what is your greatest source of inspiration?: I draw inspo from literally everywhere. If you could see my phone camera roll, you would faint. I have over 7,000 images on it at the moment. Mostly screenshots or snapshots of things for inspiration.Pinterest, magazines, window displays, Instagram, products on shelves, color palettes, packaging—I categorize them by album. I sleep with a notepad by my bedside, as I often wake in the middle of the night with an idea for a product or a video to shoot. I am a creative and a thinker, so my brain is always switched on and going down rabbit holes!
Have you received recognition for your work?: Social media shares and web shoutouts are the new age trophy in my opinion. With 2 web-based businesses, a share can mean a new branch on the tree, introducing my brands to potential customers and viewers.
Everyone helps each other grow, so by giving a shoutout, you’re saying, “Hey, I really like what’s happening here and I trust you will too.”
What is your dream for your Side Hustle?: With YouTube the possibilities are endless. A million subscribers, collab with a top fashion or beauty brand, you name it. I would have to say tho that I have a 10-year-old niece here in South Africa, and she talks about her love for YouTube to me often, meaning there are a lot of young girls and boys watching my content.
With a following of 1 million subscribers, you hold a pretty rad power and that’s your voice. I always end my videos by telling people to be kind to one another and I think spreading mass positivity and the message to be yourself is huge!
This is a big year for Nordik Beauty. There are a lot of cool things in the pipeline that I cannot mention yet, but I would love to see it grow into a bigger beauty house internationally and potentially have an in-store deal with a company like Ulta or Nordstroms.
Do you have any advice for others working on a Side Hustle?:
We are all in this together. Starting your own business or brand is scary, especially if you are financially dependent on it’s success. Just keep putting stuff out there that you are proud of—you can never be ashamed to share something if it is your best work . There are going to be SO many people along the way that question your plans or make comments behind your back about you going off on your own. Take it as a compliment. People are talking about YOUR business that YOU created. You’ve got this!
Check out Caroline’s online beauty business, Nordik Beauty, subscribe to her YouTube channel for tips on all things beauty, fashion, lifestyle, and travel, or reach out to Caroline via email to connect or collaborate!