IN CONVERSATION WITH NAZANIN KAVARI
interview JANA LETONJA
Nazanin Kavari is a viral beauty influencer, YouTuber, entrepreneur, and mom whose authentic voice and magnetic presence have earned her over 4.2 million followers across platforms. From launching her YouTube channel at age 13 to hosting the hit podcast ‘What My Sis Said’, Nazanin has grown into a trusted voice in beauty, lifestyle, and wellness, most recently going viral for her fitness journey and relatable life updates. With recent brand collaborations including Armani Beauty, David Yurman, and One Size, Nazanin continues to captivate audiences who see her as both a beauty expert and a big sister they can count on.
You started your YouTube journey at just 13 years old, sharing your acne struggles and building a loyal community. How has your relationship with your audience evolved since then?
For over half of my life, I have shared my world online. From the age of 13 to now, it truly feels like I have grown up with my audience. I hit a big viral moment in high school for my 'Get Ready with Me’ for prom videos, so a lot of my following is a similar age as me. Also, there wasn’t a lot of representation of Middle Eastern girls in the beauty space at the time, so I also connected to my audience in that way.
I’ve shared so many moments, the highs, the lows, and everything in between. From my first relationship, to going to prom, graduating high school, moving out of my parents house and moving across the country, to giving birth and my journey of motherhood. It’s like having an online diary. Being vulnerable has always come naturally to me, as I’ve always been an open book on social media and in the real world. I've always been unapologetically me and that same energy followed me online. The fact that over 4.2 million people have chosen to follow and support me means everything. I’m so grateful for the community I’ve built. It almost feels like people know me better than I know myself. What I cherish most is that my audience didn’t just watch me grow up, they grew up with me as well. We’ve been through so many seasons of life and that’s something I’ll never take for granted.
Your followers often describe you as the “trusted older sister” or “best friend.” How do you maintain that level of authenticity while managing such a large platform?
I always explain to people that with social media, it’s not about the quantity of your followers. It’s about quality. That trust you have with your audience isn’t something you can just buy, it has to be built. People underestimate how difficult that is.
I’ve built my platform on authenticity. Being myself online has always been at the core of what I do. As I’ve grown up, I’ve learned I’m also human and that means I can’t share everything. To me, authenticity doesn’t mean giving away every single part of myself, it means showing up honestly in the parts I do choose to share. Protecting my peace and having boundaries is just as important as being vulnerable. I think the balance of both is what allows me to keep showing up fully and genuinely. It’s definitely something I had to learn to navigate with time.
How do you balance sharing real-life moments as a mom of three with the polished beauty and fashion content your audience loves?
I was pretty young when I became a mom. I had just turned 21. A woman’s 20s can look different for everyone. Some are still in school, some are also getting married and having kids, some haven't even given that a thought. That’s why I try to balance both sides of me. Just because I’m a mom doesn’t mean it’s my entire identity and I’ve lost all other interests. There’s a fine line and I make sure to walk it. I want to show that you can embrace every version of yourself without being boxed into just one. That’s one thing I’ve always hated, being put in a box. One thing us women are amazing at is wearing multiple hats.
Even though I do post my children, I don’t consider myself a “mommy blogger.” I am very selective of what I chose to share. If I chose to never show my children again, it would not affect my content at all. My content is motherhood through my lens. My oldest son has been showing a lot of interest in the camera and YouTube. The second one of my kids says they don’t want to be on camera, so the cameras are off.
Your beauty tutorials and product recommendations are widely trusted. What are some of your all-time favorite beauty products or brands you can’t live without?
Social media aside, I’ve always been the person people come to for recommendations. I remember in high school, even my teachers would come to me to ask for makeup and hair recommendations. To be trusted in that way is such an honor.
It’s so hard to narrow down my top beauty products. If we are going to the bare minimum basics, I cannot leave my house without filling in/gelling my eyebrows, curling my lashes, and lip liner. If we are getting fancy with it, my Lumify eye drops. Not all lash curlers are built the same. I use the Surratt Beauty one. Kim Kardashian used it in a Vogue GRWM video years ago and I’ve been stuck on it since. Honestly, I feel like since I cleared my skin, I don’t rely on makeup as much. I’ll feel amazing with just that routine I described. I use all Jan Marini skincare, as well as take prescriptions for my acne. Having severe acne growing up humbles you. I don’t take having clear skin for granted.
I’m also the type of person who would rather have my hair done than makeup. If my hair is perfect, I’ll feel good with a super light/minimal makeup. I love a good blowout or my hair sleek and straight. I always use a good detox shampoo, like the one from Ouai or K18, to really give me a clean scalp. The color-wow dreamcoat is another must for me because my hair is naturally curly and that helps to keep it sleek longer.
As someone who works with big names like Armani Beauty, David Yurman, and Fabletics, how do you choose brand partnerships that align with your personal brand and values?
I’ve been so fortunate to work with incredible brands. What’s even more of a flex is working with brands on a reccurring basis. It’s one thing to get a one off deal, but to get a year long deal is truly the end goal. I’ve been working with some brands, like Windsor Store, for almost a decade. I’ve also been working with Fabletics for over 5 years now.
Luckily, I have an incredible team that I’ve been with for years who truly know my personal brand. They will weed out partnerships that don’t align before they even get to me. As an entrepreneur, you’re only as strong as your team. That “I can do it myself” mentality disappears quickly when you learn the hard way. You can’t juggle everything in your own hands. Time is money.
Your podcast ‘What My Sis Said’ has been booming with exciting guests. What inspired you to start the podcast, and what do you hope listeners take away from each episode?
We’ve had so many incredible guests on ‘What My Sis Said’. I’m so thankful to our friends for taking the time to come on and share their stories. Our goal with the podcast was for the audience to feel like they are a part of the sisterhood. My sister and I can talk for hours, so we were like “Why not record it?” We do talk about real life stuff on there, but we try to keep it lighthearted and fun. We are just two girls yapping away, while we navigate this thing called life. The cool thing about my sister and I is that although we have a lot of similarities, we also have our differences. That ended up working in our favor with the podcast, as it showcases our different perspectives and personalities.
You recently held a sold-out makeup masterclass supported by over 15 sponsors. What was that experience like, and do you plan to do more events like that?
The masterclass was truly an amazing experience. I teamed up with celebrity MUA MakeupByRubina and had so many generous sponsors. We had girls who flew in from across the country to be there. Not only was it an educational experience, but it was also a great networking one. So many girls ended up building amazing friendships.
The goodie bags we handed out to every attendee had over $1.000 worth of product. It included products from One/size, TooFaced, Glow Recipe, Ole Henriksen and more. The fact that I had so many brands willing to support me in that way was also such a special moment. I would love to do more events like that. It’s always so special meeting my supporters in person. Maybe a live podcast tour of ‘What My Sis Said’ could be next.
As an entrepreneur juggling multiple ventures, content creation, and motherhood, what does a typical day look like for you?
A typical day in my life is a balancing act between being my own boss, being a mother, and still carving out time just for me. Usually I constantly feel on the go, trying to meet deadlines, taking care of my family, and more, but I’ve made it a point to slow down. I’ve realized that success isn’t just about checking off a never ending to-do list, it’s about moving with intention. True luxury is being able to have choices in your day.
Some mornings are chaotic, some nights are long, but I’ve found a flow that allows me to be present in my work, present for my kids, and still present with myself. I feel like I’ve hustled for many years in my teens and young adulthood. I’m finally enjoying the fruits of my labor. I’m no longer pregnant or postpartum, my kids are a bit older, and I just got my green card last year after not being able to travel outside the USA my whole life. Being able to now travel the world has been one of my favorite things to do. It’s even unlocked a new content niche for me. It almost feels like I can breathe now.
As a highly visible Middle Eastern creator, how important is representation to you in the beauty and lifestyle space?
As a Middle Eastern beauty content creator, my path has been anything but traditional. Our culture is conservative and a lot of women aren’t “allowed” to do the things I was doing, especially at that age. I’m very fortunate to have open-minded parents who supported me. It was a little harder for my mom, who is more on the conservative side, but she never tried to stop me. I understand she was more so concerned for my safety. Again, social media was all new and for her 13 year old filming herself in her bedroom for strangers to watch, I don’t blame her.
That’s why I never take my freedom or platform for granted. I carry a deep awareness that my journey isn’t just about makeup, content, or entrepreneurship. It’s also about pushing boundaries, showing what’s possible, and honoring the women who didn’t have the same opportunities. Now, there are so many Middle Eastern creators dominating the space like Huda Beauty, Lilly Ghallichi, and Leyla Milani. I actually got one of my first opportunities from being Middle Eastern recently and that was with Cosmopolitan Middle East for New York Fashion Week last year.
How do you use your platform to empower others, especially young women navigating self-confidence and identity?
Like I mentioned, my audience has seen me go through so many seasons of life. The number one thing I have always preached is to not care what anyone thinks. I know it’s easier said than done, but we live in an era where people are too scared to be perceived. A lot of people wouldn’t have started their social media career in high school because of fear of being teased by their classmates. People tried to do that to me and they failed. I couldn’t even tell you what they are up to now.
Social media gave me, an immigrant girl with no handouts, help or legacy, a pathway to building generational wealth. Social media has its cons, but it’s hard for me to view it as such a negative thing because it was the building block of my success. If I can do it, anyone can do it.
Also, I have never liked being labeled or put in a box. I want my followers to see that you can pursue multiple things and be successful at all of them. You can be a hustler and make your own money, while still being soft. You can be a mother and still enjoy time out with your girls. Life is too short to not do the things that bring you joy.
CREDITS
photography CHASE HANSSEN
