Shayla Mitchell, BETTER KNOWN AS MAKEUP SHAYLA, has spent MORE THAN A DECADE TURNING her digital presence INTO A full-fledged empire.

What began in 2012 as a way to showcase her makeup artistry—back when she was pursuing a career as a celebrity MUA—quickly evolved into a masterclass in standing out online. With a loyal audience and an unmistakable point of view, Mitchell has cemented herself as one of beauty’s most influential voices, securing partnerships with brands like ColourPop and Maybelline, and expanding her reach even further with the launch of her activewear line, Season 10.

Read about Shayla Mitchell’s journey in her C&C 100 interview below.

You’re considered an OG in the content creator space. How is maintaining a social presence different now versus when you first started?

Maintaining a social presence is definitely harder now because the industry is so saturated. I find that I have to be online more to understand social media trends and the way people like to consume content.

You recently announced that you’re expecting. Congratulations! Is posting consistently different or more challenging during your mommy-to-be era? It honestly feels the same. There are days when I'm exhausted and I make sure to take the day off but It's not different because I would take random days off pre-pregnancy. I would consider myself a work-a-holic so nothing is stopping me.

How do you draw the boundary between what you choose to share with your followers and what you keep private?

When I don't want the public's opinion, I don't share it. I also like to keep my relationship and family pretty private. You will see my family here and there, but I don't like to create content that would cause people to react negatively. I would never prank or make my husband look bad for clicks.

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

It’s very simple. If I like a product, I will promote it. If I think other people would benefit from what I’m promoting, I’ll take the deal.

With a large online presence comes more responsibility. One “bad” take or accidentally liking the wrong comment can have consequences. Has being more visible online made you more cautious about how you engage on the internet?

I’ve been doing this for so long, I’m not sure If I care if people are upset about a comment. If they don’t like what I have to say, or how I feel, they can unfollow me or disengage. I’m past trying to please my audience, that takes away from me being my authentic self.

“When I don't want the public's opinion, I don't share it.”

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

It’s important to have representation and professionals who not only understand the business, but can speak for you in a professional way. The more professional you come across, the higher you’re valued.

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

OMG, just recently, I posted a video of Selena Gomez reacting to my pregnancy. It has 81 million views on Instagram and 34 million on TikTok. I would have NEVER thought that video would go viral. I thought it was a cute moment, but not a viral moment.

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

Brands trying to avoid talking to my management, so they DM me directly. But also, people that follow me asking for advice or relating to something I’ve said on IG stories.

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

I love creating content, so I just hope to continue making an impact on people's lives in a way that makes them want to continue watching and being inspired by my posts. I also want to step more into the lifestyle and family space in a way that feels safe for my growing family.