CONTENT CREATORS TO KNOW: NDEYE PEINDA
NDEYE PEINDA
Born in Harlem, New York to Senegalese parents, Ndeye Peinda is a content creator covering beauty, fashion, and lifestyle. Through her platform and growing online community, she inspires others to show up authentically as themselves and challenge outdated Eurocentric beauty standards. For Ndeye, beauty isn’t about being perfect or widely accepted, but embracing the characteristics that make you unique and creating space in the beauty and fashion industries to celebrate our differences.
SHEER: Tell us a little bit about yourself and where you're from.
NDEYE PEINDA: My name is Ndeye and I am a full time content creator. I was born and raised in Harlem, NY and am the eldest child to my two Senegalese parents. I spent about four years as an Educator and really use my platform to educate, inspire and represent people like me with multiple intersecting identities who do not often feel represented in the world of beauty and fashion.
SHEER: In what ways do you believe your culture and upbringing have influenced your career journey?
NP: They’ve influenced the way I show up on my platforms. In my culture, community is huge- so my stance with how I create content always comes from the mindset of trying to understand how I can serve my community above anything else. I engage with them consistently by answering every DM + comment, host multiple giveaways a month, and so much more.
SHEER: What led you to pursuing a path in the beauty industry?
NP: Honestly, I just fell in love with makeup and became obsessed. I watched Youtube videos and reviews all day and at one point watched Youtube more than anything else! I saw a gap with people of darker skin tones being represented and being visible on platforms and I decided to be that person, instead of waiting for someone else.
“ In order to avoid the harm that comes from wanting to be perfect- I make sure my space is filled with people I identify with and filled with people who also show up authentically. By doing this- I have the constant reminder to just show up as I am. ”
SHEER: How did you transition into becoming a beauty influencer? What were some obstacles you faced, if any?
NP: I just started posting. I posted makeup tips, reviews, swatches, a little bit of everything to be honest. As I continued sharing- I was featured on makeup pages, beauty brand pages, and my audience continued to grow and I wanted to continue to nurture them.
The biggest obstacle was honestly just being able to balance my platform while working as a full time educator and social media manager. (yes at one point I worked two full time jobs and balanced my brand) I had to make the difficult decision of leaning into my passion in order to follow my dreams or sticking with stability in careers I was no longer passionate about. As a first generation child- picking the unknown was so hard but I don’t regret it at all.
SHEER: In what ways do you challenge perfectionism as an influencer?
NP: I try to show up authentically as I am. I share my highs and lows. I share myself when my makeup is done, but also when my skin is breaking out. I follow other influencers who do the same and that helps me a lot. Social media can be a beautiful thing but - it can also be super harmful. In order to avoid the harm that comes from wanting to be perfect- I make sure my space is filled with people I identify with and filled with people who also show up authentically. By doing this- I have the constant reminder to just show up as I am.
SHEER: What are your current beauty must-haves?
NP: Too many to name haha but I have been loving the Kosas brow pencil, the Huda Beauty foundation both in stick and liquid formula, Fashion Fair lipsticks, and a Beauty Blender always.
“Having a business that is centered around social media can sometimes have me worrying and anxious about all the unknowns. To combat that I meet with my therapist weekly to go over my feelings, to discuss what next steps could be, to remind me that pivoting is always possible. ”
SHEER: How do you stay grounded in such an evolving industry and profession?
NP: Therapy. In all seriousness- having a business that is centered around social media can sometimes have me worrying and anxious about all the unknowns. To combat that I meet with my therapist weekly to go over my feelings, to discuss what next steps could be, to remind me that pivoting is always possible.
“The biggest obstacle was honestly just being able to balance my platform while working as a full time educator and social media manager. (yes at one point I worked two full time jobs and balanced my brand) I had to make the difficult decision of leaning into my passion in order to follow my dreams or sticking with stability in careers I was no longer passionate about. As a first generation child- picking the unknown was so hard but I don’t regret it at all. ”
SHEER: What advice do you have for people who may be intimidated to put themselves out there and share their work?
NP: Feel the fear and do it anyway. It’s okay to be fearful- it’s not okay to let fear control your actions. Do it scared. Your future self will thank you for it.
SHEER: What do you envision for the future of the beauty industry and content creation on social media?
NP: I envision a place where diversity and inclusion aren’t just buzz words. I’d love to see more brands expand and think beyond the status quo. More Muslim hijabis in hair campaigns, more plus size people included in fashion campaigns, more acne prone skin in skincare campaigns just to name a few. I envision the beauty industry to be an industry that welcomes differences.
Photography by Nabila Wirakusumah
Valerie Blaise, founder of leather accessories brand Vavvoune describes someone who wears her designs as curious, intentional, and knows what they want. We could feel these qualities immediately as we stepped into the Vavvoune studio in DUMBO, Brooklyn.