Beauty Influencer Collaborations: A Complete Beauty Influencer Marketing Guide

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Just as a fresh face of makeup can boost a person’s confidence, the right beauty creators can help brands boost their marketing efforts.

These creators have spent years building genuine connections with their fans, growing loyal fan bases, and perfecting their looks.

And by building a relationship with them, your brand can leverage their clout to increase brand awareness, strengthen your community, and supercharge sales. 

What is a beauty influencer? 

A beauty influencer is a content creator who shares tutorials, reviews, tips, and/or advice about skin care, hair care, nails, and makeup. There are a ton of beauty influencers out there, so many choose a specific niche to focus on so they can stand out. These can include: 

  • Hair care influencers: Whether professional hairstylists or amateurs, hair care influencers help their fans get luscious locks and enviable styles. 
  • Skin care influencers: These creators love showcasing their favorite products, tips, and techniques for achieving glowing, healthy skin. 
  • Makeup influencers: This wide category can even be further divided by creators who focus on just one area of the face, whether it’s graphic eye looks or lip art
Beauty influencer making a video review on a makeup palette

Current social media trends among beauty gurus 

Get ready with me (#GRWM

@jessyhartel1 #grwm #makeup #makeuptutorial ♬ its you its You its all for you – 𝐛𝐫𝐨𝐨𝐤𝐥𝐲𝐧 𝐫𝐨𝐬𝐞𝐬

#GRWM videos take viewers behind the scenes as a creator preps their skin, applies their makeup, and prepares for whatever the day ahead holds. Some creators take a teaching approach and describe what they’re doing and why they’re doing it, while others will talk about what they have planned or just their life in general, making them feel like close friends. 

Brands can send products to creators to have them featured in #GRWM videos, which allows users to see both the application of the product and how it looks among a full face of makeup. 

Sustainable, ethical, and clean makeup 

One main cause on the minds of millennials and Gen Zers: Sustainability. They want to do better for the planet and preserve its beauty as much as possible. That’s why ethical and clean makeup is becoming a priority. 

Brands can partner with creators to authentically showcase their efforts to reduce waste and use better ingredients. 

Full face of _____ makeup

@daniellemarcan #makeup #beauty #dior ♬ original sound – DANIELLE

Makeup creators have lately been pulling out their cameras to film videos in which they only use one cosmetics brand for their entire face. While some take a luxury approach and do full faces of Dior, others get a little wacky and use children’s makeup. 

The full face of makeup videos are exceptional ways for brands to really showcase their entire line of products.

Bold, graphic makeup 

While makeup artists have been creating bold and vibrant looks for years, many credit the show Euphoria with making it feel more accessible to the average person. Rainbow eyeliners, neon lipsticks, and rhinestones glued to the face are just a few examples of how creators are participating in this trend.

Brands selling highly pigmented products, bold lashes, and even craft supplies like pearls and rhinestones can partner with creators to reach new audiences. 

Everyday makeup tutorials 

For those who don’t want to don rainbow colors for work or errands, everyday, natural-looking makeup tutorials show them how to look polished and put together, no matter what they have planned. 

Consider partnering with creators to showcase natural or nude makeup products you sell or even skincare for those who prefer to go a bit more fresh-faced. 

Is running a beauty influencer program right for your brand? 

What types of brands can benefit from partnering with beauty influencers? 

While the most obvious answer would be skincare, makeup, haircare, and nail care brands, in reality, many verticals can partner with beauty influencers. 

Supplement and health brands can partner with influencers to showcase how their products can promote healthy skin. On another note, home goods brands can work with creators to highlight how organization supplies help keep their palettes, lipsticks, and brushes neat and orderly. 

The possibilities for working with beauty influencers are truly endless. 

How to find the right beauty influencers for your brand 

Beauty influencer hashtags 

Searching hashtags is one of the best ways to find new beauty influencers for your brand. Here are some to get you started: 

  • #BeautyTips 
  • #BeautyBlogger
  • #BeautyHacks
  • #BeautyTutorial
  • #MakeupTutorial
  • #MakeupArtist
  • #MakeupLook 
  • #MUA
  • #EyeMakeupIdeas 
  • #BeautyInspo 
  • #NailsNailsNails
  • #NailGoals 
  • #NailStagram 
  • #NailTok
  • #HairStylist
  • #HairTutorial
  • #HairGoals 

Lookalike creators

Once you find some creators you like, see who they’re following. You can also let the social media platform do the work. When you follow a creator on Instagram or TikTok, the app will recommend similar creators under a “Suggested” section. 

Ask for recommendations 

Ask friends, family, and coworkers which beauty creators they love to follow. Or, if you have strong creators in your program already, reach out and ask them if they have any recommendations. Often, they can suggest fellow creators they know will work hard and deliver excellent results for your brand. 

Brands succeeding with the help of beauty influencers


Blume, a company setting out to create a new standard for skin, body, and period care, partners with influencers to showcase the benefits of their skin products. They also repurpose creator content on their own social channels. One of their main goals is to ensure that they are inclusive in their efforts and partner with a diverse range of people with various skin types. 

“So I think it takes a lot of time. Our influencer marketing team spends a lot of time sourcing creators and making sure that they have an engaged audience and that what they represent and what they stand for is in line with Blume.” — Bunny Ghatrora, Co-Founder and COO of Blume 

First Aid Beauty

@wendyskin #ad It’s true y’all! @firstaidbeauty created their new Ingrown Hair Pads because of this viral video 🤭😆❤️ #FABInsider ♬ Monkeys Spinning Monkeys – Kevin MacLeod & Kevin The Monkey

First Aid Beauty partners with creators across the spectrum, from nano to mega, and works with creators like Mikayla Nogueira, Amanda Diaz, and Sarah Novio. Their creators typically discuss the ingredients in the skincare products that make them special and then show a before and after. Whether First Aid Beauty is partnering with a makeup influencer to showcase how effective its makeup remover is or a skincare influencer to highlight how its products can help you get healthy skin, they’ve got a solid strategy to build brand awareness and drive conversions.   


BoxyCharm is a subscription service that sends people 5-6 beauty products a month, and they partner with creators to drum up interest, showcase the month’s products, and develop tutorials for users to follow. They also repurpose creator content throughout their marketing mix to increase the value of their partnerships. 

Top 45 beauty influencers across social media

Beauty influencers on TikTok 

Ashley Quiroz 

@ashleyquiroz_ AD Let me know which items you picked up and saved big on at the @CVS Beauty Epic Beauty Event! ❤️ #CVSBeauty ♬ Jupiter & Mars – ARDN

Ashley Quiroz is a macro influencer from Arizona who frequently shares ‘get ready with me’ content, drugstore makeup reviews, beauty hacks, and more. 

You can find more of Ashley’s beauty advice on YouTube and Instagram

Dasia Janae 

@dajjrambo 1” Barrel Curl Tutorial ➰ The girls have been asking I hope this helps!! 🫶🏾☺️ #hairtutorial #barrelcurls #hairroutine #hairtok ♬ original sound – Stefano

Dasia Janae is a macro influencer and the self-proclaimed “Hair and Makeup Girl.” In addition to beauty tutorials, Dasia posts content showing her outfit of the day and highlighting her family and travels. 

You can also find Dasia on Instagram, Twitter, and YouTube.  

Ellie Addis 

@ellieaddis no the glee cast were not in my top 5 artists where on earth did you hear that rumour ?😕 #SpotifyWrapped ♬ original sound – rob

Ellie Addis doesn’t just “do makeup”; she paints pictures of flowers and paw prints on her face. She’s not afraid to use sparkly lime green colors against mesmerizing pink hair. According to Cosmopolitan, “It’s impossible to watch one of Ellie’s videos and not want to wear all the colourful makeup at once.” 

Check out more of Ellie’s bright looks on Instagram.  

Joan Kru 

@jk.kru I’m obsessed IB @sincerely_hank 🌈🖤⛓ #makeup #foryou #dc #alt ♬ Deceptacon – Le Tigre

Joan Kru is a macro influencer famous for her makeup transformations into characters, whether it be Barbie, Poison Ivy, or Chucky. She typically lip syncs to dialogue while creating her pop culture content, further bringing the character to life. 

Find more of Joan’s impersonations on Instagram.

Monet McMichael 


NARS light reflecting foundation 🤝 REFY duo brush. a moment of silence for the SWIRL

♬ original sound – ojccccc

Monet McMichael is a 22-year-old mega influencer who posts a combination of #GRWM content, product recommendations, and skincare tips. She’s also earned a Silver Creator Award from YouTube due to her high follower count and loyal fan base. 

Check out Monet’s latest posts on YouTube and Instagram

Danielle Marcan 

@daniellemarcan these are the new Rouge Dior Forever. they’re no transfer bullet lipstick. like no. transfer. at. all 🖤 #ad @dior Beauty #DiorBeautyLovers #FOREVERROUGE #DiorMakeup #beauty ♬ original sound – DANIELLE

Danielle Marcan is a marketing student, but perhaps she could teach her professors a thing or two about social media engagement. With 3.2 million followers on TikTok and over a million fans on Instagram, Danielle delights audiences with various makeup styles.

Marcan is exceptionally skilled at comparing whole glam looks with a natural glow. She loves to collaborate with other influencers on new beauty experiments. 

You can also find Danielle on Instagram and YouTube

Kevin Kodra 

@kevikodra I know it looks scary but i promise it works #fyp #makeup #makeupartist #makeuptutorial #beauty #beautyhacks #concealer ♬ Elevator Music – Bohoman

Kevin Kodra is a 22-year-old makeup artist and macro creator in Toronto. Kevin went viral in 2018 for his glammed-up graduation photo, and now he focuses on educating people on how to look their best. In an interview with Paper Magazine, Kevin said, “My favorite part about beauty on TikTok is that we’ve finally gone back to teaching and educating like the good old days. I missed the feeling of sitting down and genuinely learning how to do makeup in a new way.”

You can also catch his latest advice on Instagram

Emmy Combs

@emmycombss Find your shape of brows based on the shape of your face @lorealparisusa #LOrealParisPartner #BrowDefiner #browsbyfaceshape ♬ original sound – Emmy Combs

Emmy Combs is a professional makeup artist, hair stylist, and mega influencer. She has alopecia universalis, and she frequently talks about her experience with the condition. She’s accrued a large group of loyal followers over the years by posting relatable content, and she’s worked with brands like L’Oréal Paris, Benefit Cosmetics, and Urban Decay. 

Find more of Emmy’s content on Instagram, YouTube, and her Snapchat show.  

Sam Talu

@samtalu Replying to @k8thegreat8888 I hate that I love it, looks so good 😭#fyp #foryou #makeup #grwm ♬ Calm Down – Rema & Selena Gomez

Sam Talu is a mega influencer from Ontario who posts everything from drunk #GRWM videos to comedic looks into her life. Sam is also a member of the 2022 Sephora Squad, a group of 55 “inspiring artists, storytellers, and beauty enthusiasts with a diverse range of interests, points of view, and followers.” 

Check out more of Sam’s makeup content on Instagram.



This is my fav look ever and i dont think it got the attention it deserved last time

♬ original sound – ruthie

Ruthie is a 19-year-old mega influencer who regularly shares videos where she transforms herself into brand mascots, cartoon characters, and more. Her artistry is unparalleled, even if it’s a bit frightening at times. You can also find Ruthie on YouTube.

Jose Miranda

@jmirame no need to break the bank for some nice brows 😗❤️ #drugstore #makeup #brows #cheap ♬ Super Freaky Girl – Nicki Minaj

Jose Miranda is a macro influencer providing reviews of drugstore and affordable makeup. In the past, he’s partnered with brands like hanni, INNBEAUTY PROJECT, and Miss A. 

Aisha Nur 

@_aishanuuur Korean sunscreens are elite #koreanskincare #koreanskincareproducts #koreansunscreen #greenscreen ♬ original sound – Immediato Interiors 🤎

Aisha Nur is a macro creator and Korean skincare enthusiast. She often showcases her skin routine, her picks when it comes to products, and recommendations when it comes to specific skin concerns. 

You can also learn how to get the best skin of your life with Aisha on Instagram

Ryan Palgrave 

@palgravebeauty Halloween is coming #halloween #makeup #pumpkin ♬ Halloween is coming – Paigemariemakeup

Ryan Palgrave is a micro creator who frequently posts #GRWM videos where he showcases what kind of makeup he wears to different activities, like paddleboarding or going to the carnival. He’s not afraid of a bold eyeshadow look, and he’s partnered with brands like Skin Proud.

You can also discover Ryan’s latest looks on Instagram

Raquel Quinones

@raquelquinoness Replying to @avivian8_23 ♬ original sound – sp3dupsounds0

Raquel Quinones is a micro influencer who focuses on educating her followers on how to do their makeup and hair. In the past, she’s partnered with brands like Moira Cosmetics and r.e.m. beauty. 

Judy Lim  

@judy.lim Can’t wait for you guys to see how Teresa’s makeup and hair will turn out for her wedding day! I think we nailed her request for a glowy, bronze soft glam look. #torontomakeupartist #weddingmakeupartist #bridalmakeup @charlottetilbury @makeupbymario @nyxcosmetics @rarebeauty @tartecosmetics @fentybeauty ♬ Skate – Trees and Lucy

Judy Lim is a bridal makeup artist and hair stylist in Canada. She often showcases her bridal looks and introduces her clients in her videos, adding a nice personal touch. When she’s not posting wedding content, she’s sharing #GRWM posts and tutorials. 

You can also find Judy’s latest content on Instagram

Beauty influencers on Instagram 

Giovanna Ferri 

Giovanna Ferri is a micro creator known for her graphic eye looks that are almost as bright as her bubbly personality. She frequently posts about tutorials featuring Glisten Beauty, for whom she’s an affiliate.

You can also find Giovanna’s tutorials on YouTube

Christen Dominique 

Christen Dominique is a mega influencer and the founder of Dominique Cosmetics. She frequently posts makeup and hair tutorials, and when she’s not sharing her latest makeup look, she’s showcasing her amazing sense of style with #OOTD posts. 

You can also find Christen’s latest content on Snapchat, Twitter, YouTube, and TikTok.  

Chandni Maloo 

Chandni is an Indian beauty influencer located in Seattle who’s passionate about clothes, home decor, and travel. Her most popular posts focus on skin care and henna art. In the past, she’s partnered with brands like Soleil Toujours and Bella Barnett. 

You can also check out Chandni’s content on YouTube


Divya, perhaps better known by her handle of @ohmyglow, is a macro influencer and makeup artist. She frequently posts beauty and hair tutorials, and she’s worked with brands like Lakmé. 

Discover Divya’s latest tutorials on YouTube.  

Mei Pang 

Mei Pang is a mega creator in Toronto, and she is known for her vibrant makeup looks and fun tutorials using unconventional materials. In an interview with Buzzfeed, Mei said,” So it’s been an absolute pleasure to put myself out there and to show people that, you know, you can look like this whilst, like, living in suburban Canada. And you can have a cat and have a shaved head; you can just live your life and be happy, and be at home.” 

You can also find Mei’s latest graphic looks on YouTube

Kat Salcedo 

Kat Salcedo is a 24-year-old makeup enthusiast and macro influencer. Her go-to content is tutorials for achieving beautiful everyday makeup looks, and she’s partnered with brands like Araceli Beauty and NYX Cosmetics. 

You can also check out her latest tutorials on TikTok

Geena Hunt 

Geena Hunt is a macro creator and makeup enthusiast who frequently share #GRWM videos and makeup tutorials. In the past, she’s worked with brands including Sephora, Hourglass Cosmetics, and Hydrafacial. 

You can also find Geena’s latest content on YouTube and TikTok

Crystal Nicole

Crystal Nicole is an Austin-based macro creator sharing beauty, fashion, and lifestyle content. She was a member of the 2021 Sephora Squad, and she frequently talks about her natural hair and teaches people about taking care of their own. 

You can also find Crystal’s latest content on TikTok and YouTube


Annie, also known by her handle as @youglowgrrl, is a macro creator and self-described “friendly neighbourhood beauty fanatic.” She shares everyday looks, and she’s worked with several brands, including Face Halo, Fresh, Rare Beauty, and Estée Lauder. 

You can also find Annie on TikTok

Aoife Cullen 

Aoife Cullen is an editorial makeup artist and a macro influencer focusing on “futuristic beauty.” She shares tutorials aimed at beginners and pros alike, and she never shies away from a bold color choice. 

You can also check out Aoife’s tutorials on TikTok and Pinterest


SJ is a micro influencer from Quebec City whose goal is to “teach you to create effortless makeup looks that are never boring and end with glowy skin.” Her content is easily digestible, and she’s worked with brands like Saie and SHISEIDO. 

You can also find SJ on TikTok

Nicole da Costa 

Nicole da Costa is a micro influencer and makeup artist who isn’t afraid to try bold looks like striped lipstick or rhinestone accents on her eyes. Her focus lies in artistically photographing her makeup rather than tutorials, and she’s always certain to showcase a product in a stunning way. 

You can also check out Nicole’s latest looks on TikTok.


Priscilla, also known as @prissyjnails, is a micro influencer in South LA who showcases the nails she does for her clients. Whether it’s a simple design in a natural color palette or bright blue flames, Priscilla is making nail dreams into reality. 

You can find more of Priscilla’s nail art on TikTok

Danessa Myricks 

Danessa Myricks is a macro influencer, photographer, makeup artist, educator, and the founder and CEO of Danessa Myricks Beauty. Her personal goal is to reimagine beauty with multipurpose products for all. 

You can catch up with Danessa on TikTok, YouTube, and her website

Lala Fitriani

Lala is a micro influencer from The Netherlands who is here to help her viewers achieve healthy wavy and curly hair. She shares her hair routine, product recommendations, and tutorials and works to create a safe space for her fans. 

You can also find Lala on YouTube, TikTok, and Pinterest

Beauty influencers on YouTube  

Shannon Harris

Eyeshadow and nail artist Shannon Harris is among the most versatile beauty influencers. From blow-dry hair brushes to butt-lifting underwear, Shannon is delighted to test any product and offer straightforward advice to viewers. She also enjoys live streaming her gaming on Twitch. 

Find more of Shannon’s content on Instagram, Twitch, Twitter, TikTok, and her vlogging YouTube.

Nikkie de Jager-Drossaers

Better known by her handle of NikkieTutorials, Nikkie is one of the best-known makeup influencers in the creator economy. She’s worked with several celebrities to make special content, including Adele, Jade Thirlwall, and GottMik, and her content is always fun and educational. 

Check out more of Nikkie’s tutorials on Instagram, TikTok, Twitter, and Snapchat

Huda Kattan 

Huda Kattan is a mega influencer, the founder of Huda Beauty, and an avid NFT collector. In an interview with CNBC Make It, she said, “When people go through situations where it’s a little rough, they want to quickly Band-Aid it and go back to where they’re comfortable. It’s really important to lean into that discomfort and see what is there and pursue something that you never thought you can pursue.” 

You can also find Huda on Instagram, TikTok, Snapchat, Facebook, Twitter, and her blog

Wayne Goss 

Wayne Goss is a makeup artist and beauty product tester who offers helpful tutorials for men and women alike. Also a brand ambassador for Beautylish, he designed his own exclusive line of makeup brushes because he “believes that everyone should have access to top-quality tools.” 

Check out more of his tutorials on TikTok, Instagram, Facebook, Twitter, and Pinterest.   

Michelle Phan 

Michelle Phan is one of the co-founders of Ipsy and the current owner of Em Cosmetics. Michelle maintains her brand with surprising authenticity on YouTube and Instagram despite her corporate success.

Catch up with her latest content on Instagram and TikTok

Atarah Mayhew 

Atarah Mayhew is a mega influencer who brings her bold personality and willingness to try anything to her makeup videos, which often leads to a face of rainbow makeup after she lets TikTok filters choose what she should do. 

Check out her latest content on Instagram, TikTok, Pinterest, Snapchat, and Twitter

Abby Roberts 

Abby Roberts is both a makeup artist and a shrewd investor. She quickly surged to 17 million followers on TikTok and currently dabbles in real estate and bitcoin. Business Insider recently dubbed her a genius marketing strategist with a “global beauty empire.” She’s also chasing her dreams of being a performer, sharing her songs with the world. 

You can also find Abby on TikTok, Instagram, Twitter, and Snapchat

Mindy McKnight 

Mindy McKnight is a mega influencer and “teacher of all hair tutorials.” She’s famous for her 5-minute hairstyles, and in addition to her stunning hair content, she also shares details about her family life. 

Learn more about Mindy on TikTok, Facebook, Instagram, Twitter, and Pinterest

Fiona Frills 

Fiona Frills is a macro influencer and the founder and CEO of Frilliance, a makeup and skincare brand for teens. In an interview with BYRDIE, she said, “I fell in love with being on camera at a very young age … One day, I decided I would record videos on my Macbook. I had a lot of fun, and being on camera made me feel like myself.” 

You can also check out Fiona’s latest content on TikTok, Instagram, Snapchat, Twitter, Pinterest, and Facebook


Christxiee is a macro influencer who shares a variety of makeup-based content, including #GRWM videos, makeup reviews, and tutorials. In the past, she’s worked with brands like ONE/SIZE. 

Check out Christxiee’s latest content on Instagram and TikTok

Taylor Wynn 

Taylor Wynn is a macro influencer who likes “makeup, traveling, eating burritos, and helping people embrace the skin they’re in.” She dealt with a lot of acne growing up and is now passionate about helping people find products that can help them with their own skin concerns. 

You can also find Taylor on Instagram, Facebook, Twitter, and her website.  

Deepica Mutyala 

Deepica Mutyala is a macro influencer in LA who, after finding success as a beauty vlogger, decided to create an online community called Live Tinted, which eventually evolved into a makeup brand. 

Learn more from Deepica on Twitter, Instagram, and her blog. 

Sylvia Gani

Sylvia Gani is a mega influencer, makeup lover, and fashion enthusiast. She posts everything from makeup and other product reviews to clothing hacks, viral trends, and more. 

You can also find Sylvia on TikTok, Twitter, Instagram, Facebook, and her website

Alexandra Anele

Alexandra Anele is an artist turned makeup artist. She pulls her inspiration and techniques from her experience in oil painting, sculpture, and figure drawing, leading to some pretty stunning results. 

Find more of Alexandra’s content on Instagram, Twitter, TikTok, and Facebook


Evie, better known by her username of LongHairPrettyNails, is a mega influencer and self-taught nail enthusiast. She films everything from nail product reviews to tutorials, and she’s even created Patty Gel, her own brand of polygel. 

You can also find Evie on Instagram, Facebook, and her website.

Key takeaway: Beauty influencers are essential for earning stunning content for your brand. 

Level up your marketing strategy and find absolutely gorgeous results by partnering with beauty influencers and harnessing their skill for connecting with their audience, promoting products, and making everything a work of art. 

Ready to learn more? See how beauty brands (and companies in other verticals) are running their influencer marketing programs with The Industry-Specific Approach to Influencer Marketing ebook. 

Updated: April 2024

Frequently Asked Questions

NikkieTutorials is the biggest beauty influencer as of September, 2022, with 14 million subscribers on YouTube, 16.6 million followers on Instagram, and 6.3 million followers on TikTok.

According to a study by Cosmetify, Safiya Nygaard is the highest-paid beauty influencer, earning $196,877 from all social channels. 

Beauty influencers are easy to find on every leading social media channel. You can search for beauty-related hashtags or see which influencers are tagging competitor brands. If you’re using a creator management platform like GRIN, you get access to a suite of multichannel creator discovery tools to streamline the process.

Some smaller influencers (nano and micro) may be happy to accept product gifts in exchange for posts that mention your brand. Today, many creators partner with brands through different types of cash payments, such as per post, retainer fees, commissions, or a combination of all three.

There is no set rate that a beauty influencer will charge, and there are many factors that can affect their rates, including: 

  • Type of content: Long-form videos take longer to produce than images, so they tend to be more expensive. 
  • How much content is needed: The more posts a brand wants, the more expensive the partnership will be. 
  • How many followers they have: Typically, the more followers someone has, the more expensive they are to work with. 
  • Their engagement rate: Influencers with high engagement rates can charge more than people with lower rates. 
  • And much more. 

A beauty influencer is a content creator who shares tutorials, reviews, tips, and/or advice about skincare, haircare, nails, and makeup.

NikkieTutorials is the biggest beauty influencer, with 14 million subscribers on YouTube, 16.6 million followers on Instagram, and 6.3 million followers on TikTok. 

NikkieTutorials is the beauty vlogger with the largest following, totaling 14 million subscribers. 

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Written by Sarah Conrad

Originally from San Antonio, Sarah studied advertising at the University of Houston and decided to stay in the city upon graduation. She is particularly interested in SEO for social media platforms and tracking the latest influencer content trends. When she's not putting pen to paper, she's baking, painting, or hanging out with her dog.

© Grin Technologies Inc. 2024. All rights reserved.

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