BECOMING A content creator WASN’T ON India de Beaufort’s BINGO CARD.

After losing both a job and someone close to her in the same week, she turned to a longtime source of joy: her collection of vintage and antique clothing. What began as a creative outlet—sharing favorite pieces from her closet on Instagram—quickly evolved into a thriving platform that resonated with fellow fashion lovers.

Best known for her work as an actress, de Beaufort has built an online presence rooted in authenticity, humor, and a genuine love of personal style. She approaches brand partnerships with the same philosophy that guides her wardrobe: if she wouldn’t wear or use something in real life, she won’t share it online. Read about India de Beaufort’s journey in her C&C 100 interview below.

Was becoming a content creator something you set out to do intentionally, or did it happen by chance?

I went through a couple enormous changes. I lost my job and someone incredibly close to me passed away in the same week and I was searching for joy and a sense of purpose. I’ve collected vintage and antique clothing since I was 16 and it has always given me such an uplifting, inspired feeling, so I started sharing pieces from my closet in instagram reels and things kind of snow balled from there…

When did you realize your content had really taken off? Was there a video that went super viral unexpectedly?

I think it was a collection of video, not really getting viral views but more just gaining way more than I was used to, and then the first time a video broke 1 million views I realized maybe it was all starting to have a life of its own.

What is the hardest part about building your brand, and how do you stay motivated to post consistently?

I think maybe finding the balance between creating content that both helps me keep the lights on in term of earning from it, but simultaneously keeping the content organic and something I would connect to creatively even if it wasn’t a pair partnership or collaboration.

How do you draw the boundary between who you are in front of the camera and who you are IRL?

I don’t share my kiddo :-)

How do you determine which brand deals are right for you vs. not?

When it comes to branded content I only post things I actually like or use. If I wouldn’t wear it or use it when no-one is watching, I won’t wear it or use it on social media.

On the business side, what advice would you give to emerging creators about owning their value in brand negotiations, even without a large following?

A lot has to do with the type of brand you’re negotiating with. The larger the brand, the more likely it is they have a decent budget. I would start out by setting rates you think are fair for your work. If brands continually pass, they’re likely too high. If you easily get approved, it might be time to adjust up. It’s a little bit of trial and error when you’re looking to grow partnerships that are both lucrative and meaningful. I have definitely taken a lower fee or no fee at all if I really believe in or want to support a growing brand, and I think those kinds of risks can really pay off and build deep trusting connections down the line. It’s all about sticking to your principles and listening to your instincts.

What’s a piece of content that surprised you with how well it performed?

I’ve learned to expect to be surprised by everything so nothing really surprises me anymore. I have no idea where things are going to go, and that’s kind of the fun of it.

What is the most common thing that lands in your DMs?

Requests for Brallette links.

What kinds of doors are you hoping your content will open in the future?

I haven’t really thought about it in terms of the content opening the doors… more just throwing in some spit and vinegar and seeing what happens either with content or some of my other passions. I’m very much in a place of exploration that is almost entirely led by one question: would it be fun? My team and I have a billion balls in the air at the moment and I’m really excited by each and every one of them.