IN CONVERSATION WITH DAUS MENDOZA

interview by JANA LETONJA

Daus Mendoza is redefining what beauty and influence look like for a new generation. With over 6 million followers across social platforms, the creator first rose to prominence on TikTok through his vibrant personality, fearless self-expression, and trend-driven beauty content. Proudly embracing the label “influencer,” Daus has built a deeply engaged community by championing authenticity, body confidence, and representation. His impact has quickly expanded beyond social media through major collaborations with brands like Rare Beauty, Kylie Cosmetics, Sephora, and Covergirl. Named to GLAAD’s 20 Under 20 list for LGBTQ+ trail blazers, Daus continues to use his platform to spark conversations around body image, identity, and social impact, while proving that beauty culture can be both expressive and inclusive.

You’ve been called “the face of a new generation of beauty.” What does that phrase mean to you personally?

I think it feels amazing. I’m so beyond grateful for the beautiful community of supporters I’ve built. It’s such a blessing, I don’t know where I would be if it wasn’t for my supporters.

You openly embrace the title of “influencer.” Why do you think that label still carries stigma for some people?

Honestly, I love being an influencer. There may have been a time when I felt slightly embarrassed by the label, but now I fully embrace it and own it. As for anyone who still sees it as a stigma, I don’t really have much to say to them.

Your rise began on TikTok. What do you think helped your content resonate so strongly with audiences?

Me. I am what resonates with my audience because I’m authentically myself. And I’m honest. Realness and honesty. I don’t have a fake persona. I’m just me and I’m real.

Beauty culture has historically been very restrictive about who belongs. How do you see that changing today?

I think it has gotten better. I think everyone belongs in the beauty world and we have so many people in the beauty world now. It has grown exponentially since I first started. Now everyone is playing with makeup and it’s so beautiful to see. However, I am starting to feel a shift in the LGBTQ+ community when it comes to “beauty boys”. It feels like the respect we once had is gone.

You were the only male creator featured in Rare Beauty’s Times Square campaign alongside Selena Gomez. What did that moment represent for you?

That moment represented everything for me. I’m a Mexican feminine gay boy that comes from nothing. I grew up in a small town, very poor. When I started playing with makeup, my dressing table was a beaten-up desk, my mom’s makeup, and my light was a heat lamp that I had for my turtles. 

So, being in a Rare beauty campaign with the legendary Selena Gomez represented more to me than just “views” and “status”. It was a representation to all my Latin community, to all my LGBTQ community that it is possible. And if someone like me can do it, then anyone can. 

Body image is a topic you speak about openly. What conversations do you think the beauty industry still needs to have?

⁠Inclusivity. That’s the conversation we need to have. It doesn’t matter if you’re fat, skinny, brolic, bricky. We’re all the same.

Your audience seems to connect with your authenticity. How do you stay genuine while growing such a massive following?

⁠I don’t care about numbers. I could get little to no views every day and all that would matter to me is my real supporters. I think what keeps me grounded and genuine are my village friends that I grew up with. And being honest. I think the moment I start lying on camera is the moment I lose myself. 

You launched your own direct-to-consumer waist trainer and generated over $1 million in sales in a month. What did that experience teach you about entrepreneurship?

It taught me that professional partners mean everything and it’s very important who you choose to work with because they can either make or break your brand. I’m working on a very exciting launch coming soon and I’m doing my best to do everything correctly this time. It’s going to be big. 

You’ve partnered with brands like ONE/SIZE Beauty, which promotes the idea that “beauty is for everyone.” How important is that message to you?

One of my favorite brands of all time is ONE/SIZE, for that message alone. Beauty is for everyone. Beauty to me is about confidence and inclusivity. And that’s something that shouldn’t be exclusive.

Your platform also extends beyond beauty into activism, including supporting communities affected by the LA wildfires. Why is it important for you to use your influence that way?

I think having such a big following is important because it makes you a leader and you need to be a good representation of what we need to be doing as a community, as humans. When things like LA fires happen or raids like ICE that are separating families, people like me that have a platform should use their voice to spread awareness.

How do you personally define beauty today?

2 words. Inclusive and confident. 

Outside of beauty, what other creative projects or industries interest you?

Outside of the beauty world, I love fashion. Fashion was my thing before makeup and beauty became a focus. Growing up, I always wanted to be a fashion designer and I’m so beyond excited to soon announce something I have been working on for the past 2 years. Mark my words. It’s going to change the fashion world.

TEAM CREDITS

talent DAUS MENDOZA
photography STEVEN SIMIONE
editorial director and interview JANA LETONJA