influencer beauty

The holy grail beauty products of an influencer with 18 million followers

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We sit down with influencer Mirta Miler to discuss all things beauty.

The beauty industry is now harder than ever to navigate, with new skin, hair and makeup products launching on a seemingly daily basis — so far in 2024, we’ve had eye-enhancing mascaras from Maybelline, a brightening toner from Glow Recipe and a new body collection from Rare Beauty, among others. It’s an exciting time for beauty-lovers, but with so much newness to choose from, it can be hard to figure out what’s worth your money and what isn’t.

To make the process a little easier, we sat down with beauty influencer Mirta Miler — otherwise known as @mimiermakeup on TikTok, where she’s amassed a following of 18.1 million — to discuss her favourite brands and products, as well as her tips for becoming a successful content creator.

@mimiermakeup GRWM for a date 🥸 #foryou ♬ original sound – Mirta Miler

Hey Mirta! Can you talk us through your makeup bag — what are your current favourite products that you reach for every day?

Despite working as a beauty influencer, I’m actually very loyal to the products that I love — I’d say on average, my makeup bag changes approximately every six months.

Right now, there are four products in particular that are a staple part of my routine: the Natasha Denona concealer (£32,, a high-coverage formula packed with added skincare benefits, NYX Brow Glue (£7.99, for fluffed up brows without any stickiness, and the SHEGLAM Plumping LIP Gloss (£4.45, for plumped, shiny lips.

How about your favourite brands? Any you’re particularly fond of?

Of course — with my job, I get to try out many different brands and products. However, a few that really stand out, and that I continue to buy and use on a regular basis, include Milk Makeup, SHEGLAM, Huda Beauty and Anastasia Beverly Hills.

I’ve been using these brands for years and have found their products to be of a consistently high quality.

Read more: Meet the ‘Soho House’ of skincare
@mimiermakeup A lot of this has been mentioned before but I just wanted to go in depth step by step🖤 ib @Brooke Monk #makeuptiktok ♬ original sound – Mirta Miler

If you could only use one product daily, what would it be?

I’m going to cheat and stay a two-in-one product — a lip and cheek stain. Benefit does a really good one. It’s so versatile — it brightens up the face in seconds, can easily be blended in and adds a nice flush of colour to the lips, too. Plus, it can easily be popped in your bag for touching up your face throughout the day.

How about skincare — what’s your favourite product rotation right now?

I really love The Inkey List, and I’ve been using it for years. My skin is really sensitive, so I rarely bring new products into my routine. If I do, I’m careful about which ingredients I use.

Lately, I’ve been trying out Fenty Beauty skincare, and I’m really impressed — the Oil Cleanser (£25, in particular is great for taking your makeup off at the end of the day. Other than those two, I’m obsessed with Korean skincare at the moment. I just feel like their skincare game is so on point.

If you could recommend one skincare product, what would it be?

I’d recommend the Clinique Moisture Surge 72 Hydrator (£42, I just love this moisturiser and I think it’s the product I’ve been using for the longest time in my life.

I actually think that’s the first skincare product I picked up and I haven’t stopped using it — it’s just so, so gentle and makes my face smooth like nothing else.

What are you hoping to see in the beauty industry throughout 2024?

In 2024, I’m hoping we bring back colourful makeup looks. Trends such as the ‘Clean Girl Aesthetic’ have taken over, which is great — I love the look — but I’m really missing colourful eyeshadow and graphic liner, so I’m hoping it makes a comeback soon!

Read more: Are celebrity beauty brands really worth buying?
@mimiermakeup Mob wife Balkan version? #makeuptiktok #foryou ♬ original sound – Mirta Miler

Your TikTok has become increasingly successful. What are your tips for success, and what made you want to become a content creator?

In my opinion, as with any other business or anything else in life, to be successful in something you have to really love doing it. So, if it isn’t something that you love, maybe try finding something else.

I think to be successful on TikTok and any other social platform, you have to be consistent and really try to connect with your audience on a human level, because at the end of the day, that’s what social media users are looking for.

I’ve always loved makeup, and I was always a bubbly, talkative personality, so I think it was only natural for me to start filming videos and get into this field of work. I’m very grateful for my success, and I’m the happiest girl in the world that my dreams came true!

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