Ones to watch: Next gen lifestyle vloggers

Curated by Megan Collins, GenZ expert, Cultural Insights Analyst and regular contributor to the MTD blog.

In the world of influencing, vlogging - or video blogging - is its own distinct and increasingly popular style of content. Vlog posts consist of creating a video of yourself where you speak on a particular subject, review a product or even provide a step-by-step on your artistic process [think #GRWM or #OOTD videos]. If you’re able to build video production into your day-to-day life and are comfortable with ongoing documentation, this might just be the approach for you.

And while vlogging can apply to literally any industry, it’s really taking off in the beauty, fashion and luxury spaces. According to a report from Bain & Co., “by 2030, younger generations (Generations Y, Z, and Alpha) will become the biggest buyers of luxury by far, representing 80% of global purchases.”

To help give you some inspiration, we’re taking a look at three lifestyle vloggers leaning into aspiration and luxury, and specifically for a GenZ audience. Let’s just say that from what we’re seeing, Emma Chamberlain isn’t the only one becoming a fashion icon.

Lauren Giraldo (YouTube)

Strategy: Slow & steady growth 

Her content is like a rom-com meets a reality show & just as fun to watch & live vicariously through her. 

The self-proclaimed “skincare obsessed latina” has been making content since the Vine days (RIP). But, the past 6-8 months I’ve seen her name garner more interest and she’s playing in all the right spaces to continue to mindfully build her content empire: house & home decor, fashion, and impending nuptials. Expect this longtime creator to expertly capitalize on her current rise.

Alix Earle (TikTok)

Strategy: Creating hype

Maybe she’s born with it, maybe it’s the TikTok heatup button, either way everyone’s obsessed 

She seems to have come out of nowhere but her name is everywhere. The 22-year-old, who posts her lavish lifestyle on social media, recently went viral due to her public breakup with baseball player Tyler Wade. While that may be why many heard her name, they’ve stuck around for her GRWMs, hauls & vlogs. 

Matilda Djerf (Instagram)

Strategy: Small devoted fanbase 

She’s Gen Z’s Lauren Conrad with Farrah Fawcett hair, enough said

2022 was a huge year for the 25-year-old Swede. The brand she co-founded, Djerf Avenue, was everywhere from setting trends on TikTok to gracing the pages of the New York Times. Proving the power of a small but extremely devoted fanbase, her hair even started a small movement on TikTok reminiscent of everyone asking for “The Rachel” in 1995. Talk about influence!