On Wednesday, September 29th, SCAD held its first-ever Beauty Summit. A day with five hours of panels and workshops, students got to hear from beauty industry experts. There were a variety of topics covered, from men in Beauty, entrepreneurship and the emerging growth of the beauty industry on social platforms such as TikTok. Technology is advancing more and more every day. If we don’t advance alongside it, we will be left behind, people and companies alike. The beauty industry is no exception. Platforms such as TikTok allow for brands to reach a larger audience and give opportunities for all kinds of people and businesses to build up their own following. Rachel Rigler, a fellow SCAD student Beauty and fragrance major, has found great success as a TikTok influencer, having the opportunity to work with her favorite brands, discover new brands and gain a following. She spoke at the TikTok and Beauty panel at the Beauty Summit, and I had the pleasure of sitting down with her after gaining an inside look at her experiences.
TikTok has such a unique algorithm. Any video can go viral at any time. Which was your first video to go viral, and how did you decide from there to stick with making beauty content?
My first viral video was in March 2020 with 25 million views. It was a stupid trending TikTok sound. I only had four or five posts and had zero followers at the time. I decided on Beauty because I knew I had to hone in on a niche, so I decided to focus on my major and my hobby. It’s what felt most natural and what I loved. My first beauty video to go viral was in October 2020, and it was a review on the Dr. Jart+ Cicapair™ Tiger Grass Cream.
You mentioned in the panel that you looked up to influencers growing up, who were some of them and how did they inspire you?
Summer Mckeen and Emma Chamberlain. I’ve always loved their luxurious and fun lifestyles, the travel, and the glamour. I wanted that glamorous lifestyle. Also, Huda Kataan is the first beauty guru I looked up to. Her story is so unique and she built her own empire from the ground up.
When did you first get into Beauty and makeup? Was it always a dream for you to be involved in the industry?
Sixth grade is when I started wearing makeup. I had been struggling with eczema growing up, and kids didn’t want to play with me because they thought it was a “contagious rash.” My insecurities followed me to high school, and I would cover up my body with clothes. My face was the only part that showed, so I dressed it up with makeup. I then learned how to handle my insecurities and embraced my true self. I had help from my mom as well.
What is the biggest challenge you have faced so far since starting TikTok?
Creating unique content ideas has been very hard. I always wake up stressed figuring out what to film that is unique, still true to my brand, but will also keep my followers engaged.
How are you currently overcoming any fears or setbacks in your creative process? How do you keep up your motivation?
I keep a journal that I write in every day to keep track of insights and progress. I also write down any video ideas under the sun that I may have and note which type of content goes viral. Organization is key to my success.
What is the best thing you have learned since being in the Business of Beauty and Fragrance major at SCAD?
Professor Stephen White’s Beauty 220 packaging Design class, I learned so much about Adobe software and new ways to storytelling and brand, whether it be for myself or other beauty companies. The brand Pinch of Color found me through my projects from this class, and now I work monthly with them.
A brand gives you complete creative control over your dream campaign. What would it be?
If I were to do a campaign with Charlotte Tilbury, I would love to do a get ready with me without making it sponsored or using #ads. I want to seem authentic and show her followers that she already loves that brand and didn’t need a sponsorship to advocate for their products. I would also love to see Charlotte Tilbury develop more lipsticks and lip liners, like a classic blue-toned “Rachel” red lip.
What is your favorite makeup brand at the moment? What is inspiring about them? Any new brands that you want to try?
Armani Beauty is an all-time favorite in terms of formulas. Charlotte Tilbury is my favorite for the aesthetic. It’s so luxurious looking. I also love both brands because they are natural and stand for the same values I relate to, like inclusivity and being cruelty-free.
Name a makeup, skincare, and fragrance product you cannot live without.
The fragrance I can’t live without is the Charlotte Tilbury Scent of A Dream perfume. For skincare, the Caudalie beauty elixir spray is my holy grail for radiant skin. And lastly, for makeup, the Armani Beauty neo-nude foundation. It’s so lightweight and makes my skin look flawless.
Thank you so much to Rachel (@rachrigler) for sitting down with me. I cannot wait to see how your career takes off. Take this as a sign to put yourself out there and start building your brand. It is never too late.
Interview by Amanda Applebaum.
Graphic by Shreya Dhar.