Today we’d like to introduce you to Cindy Chen.
Hi Cindy, please kick things off for us with an introduction to yourself and your story.
When I was in senior year of high school, I wanted to stand out in my art thesis presentation by using a medium that no one else was using. Bored of acrylic and sculpture, I discovered the niche of avant-garde makeup art on a whim while scrolling through YouTube. I purchased a face paint palette to start. At that point in life, I didn’t know the difference between blush and lipstick.
At first, I discovered that I loved painting on others. I purposely used my designs to accentuate a unique and beautiful feature of theirs that they might have overlooked – their nose bridge, thick eyebrows, or the specks of colors in their irises. Then over the summer before university began, I turned the brush and camera to myself.
Over the years, I collaborated with photographers and models to create photoshoots on weekends when I wasn’t studying or working. I worked as a graphic designer in the corporate world for years, until I lost my job over the pandemic and had nothing to do but pour myself into self-portraits and short-form videos.
2020 was when my TikTok blew up to a million followers and gave me the opportunity to do what I truly loved – make art and not be broke.
I decided to give it a real shot and become a full-time content creator. It’s been 5 years since then. Everyday I am grateful I get to wake up and do what I do.
My main content is not only transforming my face into beautiful designs to encourage others to be creative too, but also telling meaningful stories about lessons I’ve learned in life that have shaped me. What keeps me going is knowing that my videos help people feel less alone in their experiences and give them the confidence to express their inner creativity.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Becoming a content creator was easy. Staying one was hard. I went from a structured 9-to-5 career to essentially running my own small business. I love the freedom to set my own schedule and sleep in whenever I want, but the reality of full-time content creation means juggling the unglamorous business side that no one really sees.
The other day, I spent hours emailing brand pitches, writing new content, reviewing 15-page contracts, and after dinner, I did a three-hour photoshoot—followed by another few hours of editing. My day started at 9 AM and ended at 2 AM. So yes, I traded my 9-to-5 for something that often feels like a 24/7 job.
Then there’s the financial side—waiting 30 to 90 days to get paid, learning to budget carefully, and dealing with the inconsistency of brand deals. I can go months making almost nothing, then suddenly make a year’s salary in just a couple of months. And brands? They often expect a full ad in 24 hours, with little regard for how much work goes into it.
Business aside, I’ve also had to develop thick skin. Constantly putting yourself out there and reading the hate comments can be damaging to your mental health. I’ve been bullied, sent hateful and derogatory DM’s, for little to no reason. I’ve had to set up boundaries for myself to keep it from affecting me.
In general, I had to get very comfortable with discomfort. That’s why I try to show the real side of content creation to my audience because there’s a perception that all influencers make millions without trying. I mean I WISH it were that easy for me. The truth is, it’s very much still a job. Not the hardest one for sure. But still a job, nonetheless.
Even with all of that, content creation is still the better choice for me than a 9-5. It’s just far more fulfilling. I feel like I’m making a positive impact on people around the world instead of being a cog in a machine like I used to be.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m an avant-garde makeup artist. Avant-garde can be also described as experimental, high fashion, and unconventional. I often draw intricate patterns on my face, pushing the boundaries of traditional makeup.
One of my proudest projects is a year-long series called Beautiful Corners, where I created unique looks inspired by 30 different cultures and countries, with the help of my online community. The name reflects my mix of niche, lesser-known references and widely recognized ones—like Pakistani truck art, Mexican pottery, Colombian birds, and traditional Hmong embroidery.
What sets me apart is my approach: I take themes people recognize and reinterpret them in unexpected ways. I rarely follow trends because I genuinely love painting original designs on my face and using makeup to tell personal stories.
How do you define success?
Success to me is making a positive impact through my work. I have an album in my phone’s camera roll that is titled “My Why.” It’s filled with screenshots of comments and DM’s I receive from people who watch my videos and resonate with something I shared in a positive way. Building trust is the hardest thing you can do with an online audience. I try very hard to maintain that with people who choose to follow me and my work.
Contact Info:
- Website: http://cindychendesigns.com/
- Instagram: https://www.instagram.com/cindychendesigns/
- Facebook: https://www.facebook.com/cindychendesigns/
- Youtube: https://www.youtube.com/c/cindychendesigns
- Other: https://www.tiktok.com/@cindychendesigns
Image Credits
Cindy Chen – all makeup photos
David Suh – my headshot
