interview by JANA LETONJA
With 2.6 million followers on TikTok and nearly one million on Instagram, London-based beauty and fashion creator Janelle Zharmenova has built a distinctive digital presence that blends old-Hollywood glamour, modern beauty, and a playful sense of humour. Known for her signature smoky eye, cinematic aesthetic, and relatable personality, she has established herself as a sought-after name in the luxury beauty and fashion industries, collaborating with brands including Miu Miu, YSL Beauty, Armani Beauty, Prada Beauty, and Dolce & Gabbana. But her influence extends well beyond beauty tutorials. A passionate film enthusiast and Formula 1 fan, Janelle is equally at home on the red carpets of Cannes and Venice as she is in the paddocks of Monaco and Miami. We caught up with her to talk about finding her signature style, navigating the world of luxury fashion, her love of cinema and motorsport, and the experiences that continue to inspire her creative journey.
full look DOLCE & GABBANA
Your aesthetic combines old-Hollywood glamour with a distinctly modern approach to beauty. Where did your fascination with this style begin, and how has it evolved over the years?
I grew up surrounded by classic cinema, art, and music, and I think that really shaped my appreciation for beauty from a young age.
What particularly stood out to me was the era of Audrey Hepburn. I was absolutely obsessed with her style. I remember watching How to Steal a Million when I was about nine years old, and there’s this one scene where she’s wearing the most stunning, sparkly smoky eye with a black lace dress. I thought it was just perfection. I remember wishing I could somehow take everything about her in that scene and recreate it on myself.
Now that I’m older and discovering more of my own personal style, I can see exactly why that kind of glamour fascinated me so much. There’s something so timeless about it, and I love finding ways to capture that same feeling while incorporating modern fashion and beauty. I think that’s really where my aesthetic comes from, a little bit of nostalgia mixed with my own interpretation of glamour.
Your signature smoky eye has become something of a trademark. What makes this look so special to you, and what are your secrets to perfecting it?
My mother was actually the queen of smoky eyes when I was growing up. I remember she always wore this very distinct greyish-brown smoky eye, no matter where she was going. I think, without even realising it, that became my beauty standard from a very young age. So in a way, the smoky eye feels like something I’ve inherited from her, and now it’s practically part of my personality.
As for my secret to perfecting it? Practice. A lot of practice.
I think when you first attempt a smoky eye, there’s a very good chance you’ll look in the mirror and think you look absolutely terrifying. But the more you experiment, the more you start to understand the little details that make all the difference. It’s about learning your own eye shape, understanding placement, and figuring out how to make your features stand out rather than disappear underneath all that eyeshadow.
A good smoky eye should enhance your face, not swallow it whole. And unfortunately, there’s no shortcut to figuring that out other than doing it over and over again.
Humour is an important part of your content, which sets you apart in an industry that can sometimes take itself quite seriously. How important is it for you to balance glamour with authenticity and humour?
When I first started on social media, I was actually known primarily for comedy. I had this very silly, unserious, sarcastic personality online, and that’s what people originally followed me for.
Then, at a certain point, I decided to do a complete 180. I wanted people to take me seriously for once, and I had somehow convinced myself that if I wanted to build a successful career and work with major brands, I needed to become this picture-perfect, aesthetically pleasing girl who took everything very seriously. I ended up losing about a million followers, but I also gained about a million new ones, so I guess we broke even.
As I’ve become more comfortable and confident in the beauty and fashion space, I’ve realised how ridiculous it was to think I needed to dull down my personality to be taken seriously. In fact, the moment I started intentionally bringing that silly side of myself back into my content, I noticed brands becoming even more interested in working with me. They appreciated that I could bring something different to the table.
I think the biggest lesson I’ve learned is that glamour and humour aren’t mutually exclusive. You can love beautiful clothes, luxury fashion, and extravagant makeup while still being completely unserious about yourself. If anything, I think that contrast is what makes it interesting.
full look MIU MIU
shoes CHRISTIAN LOUBOUTIN
Beauty trends come and go at an incredible pace, especially on social media. How do you decide which trends to embrace and which to leave behind?
Honestly, I actually hate trends. Well, maybe not trends themselves, but the way social media can turn into an endless cycle of watching the exact same piece of content over and over again, just with a different face. Of course, participating in a trend here and there is something every content creator does. Sometimes you just need a quick, fun piece of content, and there’s absolutely nothing wrong with that.
But personally, I much prefer taking inspiration from a trend rather than recreating it exactly as it is. I’ll look at what’s popular, pick out one little element that interests me, and then try to turn it into something completely different. Whether that’s changing the tone, adding humour, or sometimes doing the complete opposite of what everyone else is doing. I think trends can be great starting points for creativity, but I never want them to become the entirety of my creativity.
If you could recreate the beauty look of any Hollywood icon, past or present, whose would it be and why?
Audrey Hepburn, without a doubt. I know people often associate her with that very classic, effortless, almost “clean girl” beauty, and of course, she embodied that in so many of her roles. But I think people sometimes overlook just how experimental and glamorous some of her looks actually were.
There are so many iconic makeup looks, hairstyles, and outfits of hers that I would absolutely love to recreate. The Givenchy gown she wore in Sabrina, for example, or honestly, just about anything from How to Steal a Million. The makeup, the styling, the silhouettes, everything was so incredibly beautiful.
Maybe it’s just my inner nine-year-old who was completely obsessed with her, but that fascination has never really gone away. And I think when something inspires you for that many years, it becomes a little more than just an aesthetic preference. It’s almost a part of who you are.
You've collaborated with some of the world's most prestigious fashion and beauty houses, from Miu Miu and Prada Beauty to YSL Beauty and Armani Beauty. What do you look for in a brand partnership, and how do you ensure it feels authentic to your personal style?
If you had told me five years ago that I’d be working with some of these brands, I genuinely would have thought you were out of your mind.
Nowadays, things move so quickly. There’s always another campaign, another event, another project, and I think it’s easy to fall into a rhythm where you forget to fully appreciate how incredible some of these opportunities actually are. I never want to become complacent about that. So whenever a brand approaches me for a partnership, I really try to challenge myself creatively. I don’t want to just jump on the latest trend or follow a brief word for word because it’s the easiest option. I want to create something that feels meaningful, both to me and to the brand.
For me, one of the most important things is creative freedom. You’d be surprised how many brands still want very formulaic content that simply ticks all the boxes on a brief. And while I understand that there are always certain requirements, I really appreciate brands that are open to collaboration and trust creators to bring their own ideas to the table.
I want to know that I can be funny, cinematic, sarcastic, or a little unconventional if that’s what the concept calls for. Because ultimately, the whole point of working with a creator is that you’re working with someone who has their own voice and perspective. Sometimes I prefer the content that’s not paid because I know I can have all the creative freedom to make something that I’m proud of. Eventually then those turn into paid ads and I’ll be more open to following a strict brief if required.
full look GUCCI
shoes CHRISTIAN LOUBOUTIN
How would you describe your personal fashion philosophy? Does your approach to dressing differ between everyday life, fashion week, film festivals, and Formula 1 events?
I think my personal fashion philosophy exists on two completely opposite ends of a spectrum. On one end, I just want to be as comfortable as humanly possible. I’m talking the perfect pair of comfy jeans, an oversized warm sweater, a really good pair of boots. Very simple, very relaxed, but hopefully still a little elevated.
On the other end, I want to be the centre of everyone’s attention, I am a Leo. I’m talking extravagant, sparkly gowns, ridiculously high heels, dramatic silhouettes, the kind of outfit that would have people on the Elizabeth line wondering where on earth I could possibly be going on a Tuesday evening.
There’s really no in-between. On a day-to-day basis, you’ll almost always find me on the comfortable end of that spectrum. But when it comes to fashion weeks, film festivals, Formula 1 events, or really any excuse to dress up, I absolutely love embracing the more glamorous side of myself.
What’s funny is that I think people online see that glamorous version of me so often that they assume it’s how I live my everyday life. When in reality, about 85% of my life is spent in tracksuits, with messy hair and absolutely no makeup. I just happen to really enjoy the other 15%.
full look SAINT LAURENT
shoes JIMMY CHOO
You're a self-professed film buff and a regular presence at Cannes, Venice, and Berlin film festivals. Where does your love of cinema come from, and how does it influence your approach to beauty, fashion, and storytelling?
I come from a family with a very creative background. My grandparents and great-grandparents worked in theatre, fashion, art, and music, so I grew up with a real appreciation for the arts.
When I was younger, the highlight of my week was Friday night movie night. My parents introduced me to some truly incredible films from a very young age. You have to remember, when I was growing up, we didn’t have TikTok or Instagram. Films were one of my biggest sources of entertainment. My sisters and I would watch the same movie about 60 times until we could practically recite every single line. And somehow, we’d still want to watch it again.
As I got older, that love for cinema never went away. I’m constantly searching for the next film that will completely transport me into another world. I find it so fascinating that someone can take an idea, something that exists entirely in their imagination, and turn it into a story that makes millions of people feel something.
I think that’s what inspires me most about cinema, and it’s something I try to bring into my own work. I don’t want my creativity to begin and end with a TikTok trend. I want to make content that draws people in, tells a story, and hopefully leaves them feeling something, whether that’s inspired, entertained, or even comforted, in the same way that certain films have made me feel. I really hope the magic of cinema never disappears, and I’d love to pass that appreciation on to my own children one day.
dress CHLOÉ
shoes CHRISTIAN LOUBOUTIN
Fashion and Formula 1 have become increasingly intertwined in recent years. What do you find most exciting about the relationship between these two worlds?
I actually think fashion and Formula 1 have a lot more in common than people initially realise. From the outside, both industries can have a similar reputation. Some people see them as expensive, overhyped, maybe even a little unnecessary. But I think that perception often comes from not fully understanding what goes on behind the scenes. Both are incredibly intricate, constantly evolving industries with such fascinating histories. The amount of creativity, technical skill, innovation, and sheer hard work that goes into producing a fashion collection or building a competitive Formula 1 car is extraordinary.
Personally, I’m fascinated by the people behind the scenes. The designers, engineers, creative directors, and entire teams of people whose work most of us will never fully see or understand. There’s so much talent involved in both worlds, and I think that deserves an enormous amount of appreciation. I also love that neither industry ever really stands still. There’s always a new idea, a new approach, a new generation pushing the boundaries of what’s possible.
To me, both fashion and Formula 1 are forms of art in their own way. Very different forms of art, of course, but both driven by creativity, precision, and the desire to create something extraordinary. I think that’s what makes their relationship so exciting.
With millions of followers across TikTok and Instagram, you've built a community that connects with you on a personal level. How has your relationship with your audience evolved as your platform has grown?
I think I’ve finally reached a point where I really understand my audience. I understand what they enjoy seeing from me, why they started following me in the first place, and, more importantly, why they’ve chosen to stick around. But that understanding definitely didn’t happen overnight. It’s taken years of experimenting, trying different types of content, making mistakes, and figuring out what actually resonates with people.
What’s funny is that, on paper, the most exciting parts of my life are probably the fashion weeks, film festivals, Grand Prix weekends, and all the glamorous events I get to attend. And of course, I love sharing those experiences because they’re incredibly special to me. But the moments when I feel most connected to my audience are usually the simplest ones. When I’m sitting in my room, in front of my camera, rambling about whatever happens to be on my mind that day. It could be a makeup hack, a completely random opinion, a personal story, or something that’s been bothering me.
I think those are the moments when people really get to know you, beyond the beautiful outfits and exciting events. Social media is already such a highlight reel, and I think it’s important to remind people that there’s an actual person behind all of it. Someone who spends most of her time doing very ordinary things, just like everyone else.
As my platform has grown, I’ve realised that the more I allow people to see that side of me, the more meaningful that connection becomes. And I think that’s ultimately what keeps an audience around, not just the highlights, but the person behind them. I think I get so intertwined in the business aspect of my career and need to be more open and honest about the reality of my life, which is most definitely not so glamorous.
full look DOLCE & GABBANA
shoes JIMMY CHOO
What is something about you that your followers might be surprised to learn, or a passion you haven't had the opportunity to share with them yet!
I think people might be surprised by just how business-oriented I actually am. It’s probably not something that comes across immediately in my content, because the whole idea is to make everything look relatively effortless. But behind the scenes, there’s an enormous amount of strategy, planning, and decision-making that goes into what I do, whether it’s a paid campaign or something I’m creating purely for fun.
I’ve always been really interested in the business side of the creative industry. I love understanding how things work, how ideas turn into successful projects, and how creativity and business can complement each other. And that’s definitely something I’m hoping to explore a lot more in the coming year. I have a few very exciting ideas in the works, potentially including starting my own business, and I’d also love to find new ways to involve my audience in projects beyond just social media content.
I don’t want to give too much away just yet, but I’m incredibly excited for 2027. I think it’s going to be a year of exploring a completely different side of myself.
Looking ahead, what ambitions or creative projects are you most excited to explore? Is there a particular dream collaboration or experience still on your wish list?
I’m a very, very big believer in manifestation, and I have a terrible habit of wanting to tell everyone about my plans before they’ve actually happened. So this time, I’m trying to keep a few things to myself.
What I can say is that I’m really excited to explore opportunities that push me outside of what people traditionally know me for. I’ve spent years building my career in beauty, fashion, and content creation, and while those will always be things I absolutely love, I feel like there’s so much more I want to do creatively. I don’t necessarily have one dream collaboration that I see as the ultimate goal. For me, it’s more about continuing to challenge myself, working with people who inspire me, and hopefully creating things that I can look back on and feel genuinely proud of.
All I’ll say is that my girlies can expect some very exciting things in 2027, and perhaps a few surprises that are a little different from what they’re used to seeing from me.
full look KHAITE
TEAM CREDITS:
photography REBECCA SPENCER
digital assistant KURT FAIRBAIRN
makeup JANELLE ZHARMENOVA
hair JOE KELLY
creative assistant EVA SOBONOVA
