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Before she started sharing makeup hacks with her millions of Instagram followers, Isabel Bedoya was an insecure teenager.
She wasn’t happy with her facial features, so one day in 2015 she looked up “how to get a smaller nose without surgery,” which led to her discovery of contouring. “I was 18 at the time and pregnant with my son,” she says. “I went to Target and bought some e.l.f. products because they were the cheapest I could find.”
Bedoya brought the products home and began to practice.
“I was actually a tomboy growing up,” she says. “I had no clue about makeup.” Her first big break came later that year courtesy of the global beauty brand Anastasia Beverly Hills. “I saw their contour contest online,” she says. “They were giving away $10,000 to the first-place winner.” She saw this as her chance to give her son a better life.
The contest asked for a 60-second video showing before and after shots using Anastasia Beverly Hills cream or powder contour kits. Bedoya entered the contest and won. She used the money to move into a nicer condo, one that even had extra space for an office. “I started recording videos,” she says. “The exposure from winning the contest led to a few contracts with makeup companies that helped me pay my rent for the next year.”
Building her following
Although Bedoya currently has nearly 4 million followers across her social media accounts, her success didn’t happen overnight. “When I first started my Instagram page, I had 124 followers for months,” she says. “But then things started moving faster once I got more exposure.”
At 19 years old, Bedoya says, she was one of the youngest people posting videos on Instagram at the time. Many of the more established makeup accounts took notice and started reposting her work. “Suddenly, I started growing at a really quick rate,” she says.
Most of the larger Instagram accounts in 2016 were run by YouTubers who already had a large following, or by professional makeup artists who worked for Sephora, Ulta or Mac. “I was one of the few that didn’t have any of that,” she says. “I was self-taught and didn’t have any money, so I couldn’t afford a cosmetology license.” But Bedoya kept learning and posting, and her following continued to grow. “Hitting a million followers was like ‘Wow, this is crazy,'” she says.
The posts that get the most attention are her money-saving makeup hacks. Her followers also enjoy it when she shares techniques for easier ways to do makeup. Through the years, Bedoya has had many young moms and self-taught women reach out. “They thank me for paving the way for people who didn’t go to school for makeup and can’t afford it,” she says. “I showed them you can be self-made. You can be self-taught.”
Bedoya’s advice for other influencers just starting out is to keep going. “You never know who you are inspiring,” she says. “Keep uploading. You don’t know who you are influencing.”
New opportunities
As her followers increased, so did the opportunities. Bedoya has worked with several big-name companies including MAC, L’oreal, Ulta Beauty, Macy’s, Walmart, NYX Cosmetics and Forever 21. One of her most memorable days was when she helped open a MAC Cosmetics store in Harlem in 2017. “I thought that was so iconic,” she says. “Who doesn’t know MAC? Even men who don’t wear makeup know that brand.”
Bedoya was hand-picked by actor Taraji P. Henson to help open the store.
“I was so honored,” Bedoya says. “It was a full-circle moment for me. It gave me a lot of confidence.” The event included a meet-and-greet with her fans where Bedoya took pictures, signed autographs and gave out a lot of hugs.
Another favorite moment was when she teamed up with Michael Todd Beauty to co-create and help launch a limited-edition facial brush for Macy’s. “It sold out nationwide,” she says. “We released a better brush at a reasonable price. It was nice to give a cheaper alternative for people to better their skin.”
Cooking up content
Although Bedoya is known for makeup, she loves cooking, and considers herself a better cook thanks to her grandma. “My grandma cooks every single day,” Bedoya says. “She is the definition of a role model when it comes to cooking.” Bedoya plans on sharing cooking videos in the future, and already has about a dozen ready to go. She would also like to release a cookbook and some kind of cooking line.
Day in the life
A typical day for Bedoya starts with getting her son up, making breakfast and taking him to school. Then she starts getting lunch and dinner ready for that day. Next, Bedoya spends time on Pinterest to find some ideas. “I might grab a few looks for that day and use them as inspiration for my videos,” she says. She decides if she will focus on face products, eye products or something else, and then she goes on from there. “I also started doing lifestyle videos on TikTok,” she says. “I record and edit everything myself.”
Missing Bergen
There’s no doubt that what Bedoya misses the most about Northern New Jersey is the food. “Noches de Colombia in Hackensack is the best,” she says. “I love that spot. My grandparents and I used to drive there from Dover. I remember every Sunday we would all go as a family and eat there.”
Bedoya loved moving to Rutherford, since it was closer to her favorite restaurant and also several great markets where she could get Colombian food. She also misses the convenience of getting into New York City for meetings and hanging out in Hoboken.
Future plans
Bedoya’s love for food has inspired her next venture: exotic snacks. She is currently working on a collaboration with another company to curate a box with all of her favorites. Instead of trying to track down these hard-to-find items, customers will be able to order this box and get Bedoya’s picks delivered right to your doorstep. “I want to include things like Oreo straws and KFC chips,” she says. “Stuff you can’t find in regular stores. Unique items that are only available in other countries. I want other people to experience a whole other level of snacks.”
Bedoya also wants to help her 8-year-old son create a YouTube channel. “He’s going to be a star,” she says. “Every time he appears in my videos, I get great feedback.” The plan is to feature him playing video games and unboxing toys.” Gaming streamers actually make way more money than makeup influencers, she says. “I’m here to support him and get him started young, so by the age of 16 he could own a couple of properties!”
Bedoya’s must-have items
Laneige Lip sleeping mask — “I don’t just use it when I go to sleep. I use it all day, every day. It looks like a lip gloss and it’s really moisturizing. It’s the best money you can spend on your lips.”
Buxom Mascara — “This product is definitely underrated. It’s a must-try.”
NARS SPF tinted moisturizer — “A tinted SPF is a must-have as well. Everyone can wear it.”
Get to know Isabel Bedoya
Age: 26
Born in Colombia
Spent time in Dover and Rutherford
Currently lives in Florida
Future aspirations: “Though my heart has always been with makeup, I also find joy in cooking Hispanic food, particularly Colombian cuisine. I use cooking as an expression of my cultural identity and would love to share that passion with my audience through cooking content on Instagram and TikTok in the future.”
Instagram: @itsisabelbedoya
TikTok: @itsisabelbedoyaa
YouTube: @IsabelBedoya
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