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Meet Elaine Sir of (Lifestyle Blog) in Encino

Today we’d like to introduce you to Elaine Sir.

Thanks for sharing your story with us Elaine. So, let’s start at the beginning and we can move on from there.
I was raised in Los Angeles, a purebred Valley Girl. I studied at Buckley (Sherman Oaks), UC Berkeley, and then Loyola for law school. My blog was a happy accident.

Writing has always been my fun escape and creative outlet. It was something I always wanted to do since I was a kid — but with Korean immigrant parents, you become a doctor a lawyer or a….that sums it up. I made the decision at age 12 to remain in the art and music space while appeasing my parents simultaneously by getting on a path of entertainment law. I practiced in-house at a couple music and entertainment companies before transitioning into the music supervision / licensing world, much more fun!

But my careers had not allowed room for creative writing — so I wound up doing freelance projects for magazines (interviews, reviews, etc.) in any spare time I found – continuing with an extracurricular hobby that I took up in college. One day, I realized that instead of hustling all these editors and sending them a slew of web links to past publications – I could consolidate them all in one area in the way James Wolcott had done on his website. (Love him!) So I had my friend Cathy at Twentieth Century Fox (where I worked for 10 years) create a website for me where I could post all my past pieces. And then I realized that I had the set up for a blog.

I remember my first actual blog piece. My first daughter was about 2 or 3 when she was got hooked on Frozen and Elsa, She was obsessing over her whiteness, beautiful blue eyes and breasts. (This coincided with a time in preschool when a 4-year-old told her she couldn’t be friends with two of the black girls in her class because of the color of their skin.) I was infuriated for some many reasons and decided to write a diatribe on my blog. It was a cathartic release for me. That was the first time I realized that I could use this as a blog! Then from that moment on, I was hooked!

I started writing parenting and activism pieces, celebrity interviews, beauty/health/wellness/fitness reviews. The blog was my own real estate– so anything that interested and inspired me, I wrote about. I didn’t have to worry about editors, deadlines, etc. It became my diary.

And then over time, brands and publicists started reaching out to me. It’s all been so much fun. I get to collaborate with so many intelligent, creative and beautiful people who are making an impact on our culture.

I love my day job though, so I’m not giving it up anytime soon. Besides, being a working mom is what makes me…me.

To accomplish everything I need to, I wake up at 4 AM every single morning to write. I’m an exhausted human for sure — but inspired every second of the day.

Has it been a smooth road?
For the most part, it’s been a path filled with encouragement and fun collaborations. But as they say, don’t read the comments!

We’d love to hear more about your business.
I am a Korean American, LA-based, multitasking career mom, who gets up while it’s still dark outside to try to make a dent in her life and to leave the earth in a better place than when she arrived.

I don’t think there is anything particularly unique about that or me — but what sets my blog and me apart is just that. I look exactly like you, like my readers. Gen X, multi-tasking, parenting/politics/career/health/wellness/beauty/anti-aging obsessed women who are trying to get by — but appreciating life every step of the way. We are all trying to be the best version of ourselves with limited time and resources. I, like most of my readers, have always had a streak of activism and a sense of urgent responsibility for the world. My blog has served as a communicative platform for that — and with this upcoming election, it’s where I can voice what is needed.

Right now my husband and I are raising 2 kids under the age of 6 (with no help), working full-time jobs, trekking long commutes in LA traffic — plus I have my eyes on my 3rd-degree black belt in the near future. There isn’t a moment of downtime.

What I can offer is a realistic look. I don’t live a DIY or Pinterest perfect life at all! I am hustling and juggling – but loving every moment of it. Our kids fight, we dread bills, we live in fear of our political climate, we have a trillion birthday parties every weekend, we have no personal time, we are losing our parents — and we are starting to feel aches and pains in our own bodies.

I don’t front to be a picturesque superwoman — there is realism — sympathy — and a “we’re all in this together” mentality.

What else do you have on tap?
I recently launched a unisex skincare product called SEOULFULL SKIN FOOD: A Good Karma K-Beauty Oil.  I’ve been selling out at pop up shops around Los Angeles as well as at trunk shows at The Salon at El Granada in DTLA hosted by Lauri Firstenberg.

The Pantry LA on Melrose will be carrying it when they open in September — and I’m talking to other stores in the LA area. It’s been so much fun.  Lauryn Evarts aka The Skinny Confidential has generously given me shout outs on Instagram — as well as LA native doctor and Youtuber, Dr. Nina Gray.

I’ve been very lucky in terms of the feedback. I have felt nothing but support.

Skincare is something I’ve been obsessed with since I was a kid (slathering on sunscreen since I was 14 years old!) — so I wanted to create a product that used the finest of anti-aging, plumping and healing ingredients to moisturize, hydrate and replenish your face, body and all over. It was important to me to create a top of the line product at a reasonable price — so luxuriating self-care could be democratized to the mass.

Is our city a good place to do what you do?
Absolutely. I love Los Angeles and everything that it offers. There is something for everyone!

There are so many unique people that represent Los Angeles — and there is always room for more camaraderie.

Contact Info:

  • Website: ELAINESIR.COM
  • Instagram: ladysir
  • Facebook: ELAINESIR
  • Twitter: ladysir

Image Credit:

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.


  1. Leigh Stein

    September 13, 2018 at 03:25

    So well said ladysir! Love your grounding voice and absurd energy. You are a role model. Very proud of and I inspired you. Woot!


      November 2, 2018 at 19:01

      you’re the nicest friend ever. always so incredibly supportive! you’re the awe-inspiring one. xxx

  2. Nate Goodman

    September 22, 2018 at 18:29

    Hi Elaine, I really enjoyed reading your blog..It sounds like you , genuine, intelligent and from the heart.. Keep up the good work.. All the best to you and your family..xox.. Nate Goodman, your old, and I do mean old P.E. coach.


      November 2, 2018 at 19:00

      aww mr. goodman! i just saw your comment! you’re the best! your name comes up still – and my mom always has said that your name matches your being. hope you’re doing well.

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