@amyserrano
Ever wondered how to really nail down your signature beauty look? It’s okay, we have too. Luckily, we’ve got intel from fellow beauty lover who has figured out exactly what works for her. We chatted with beauty content creator Amy Serrano about the key to unlocking personal style, her go-to 90’s-inspired look, and the products she uses to keep her skin looking its best.
TS
Tell us a little about yourself!
AS
I grew up in Palmdale, CA — about an hour outside of Los Angeles. I’m currently living in a little suburb right outside of downtown LA, called Downey. I’m a SoCal girl through and through. I’m really into fashion, beauty and a new found love for reading fiction. I also love traveling — definitely have a soft spot for Mexico. I’m patiently waiting for my next trip!
TS
How did you get into fashion, skincare, and beauty content creation?
AS
I always used my Instagram kind of like a “blogger” even back in 2013, when most of my friends were still on Facebook. I’d have the quintessential arm candy, flat lays, #ootd, etc. because I loved that kind of content at that time and wanted to be a part of it low-key. But it was really my Youtube channel that got me into full-time content creation. I started my Youtube channel about 4 years ago when I was in between jobs, and finally felt like I had the time to do it. I got really into my channel around Halloween, making different costumes. I remember I did so many different costumes that year and just found my flow with filming and editing. Around November, of that same year, I uploaded “My Morning Routine” and it blew up so quickly, I went from having around 1K or maybe less to 30K, and it continued to grow from there. It definitely motivated me to keep going.
TS
How did you develop your personal sense of style?
AS
I experimented with trends a lot growing up. I’ll still try certain trends if they speak to me, but I think I just finally reached a point where I’m okay with wearing the same colors and a few favorite silhouettes. I love black, white, denim, blush, and pops of red. I gravitate towards a blazer, fringe, puff sleeves, and basics. I think knowing what I love makes it so much easier when shopping and thrifting because I know I’ll definitely wear it. I even created mood boards on Pinterest and IRL that represent my style to reference. I think that after so many closet clean-outs over the years, I’ve noticed that when I branch out style-wise is when it usually ends up in a pile to send to the thrift. So this really helped me define my personal style so I can make smarter purchases.
TS
Tell us about your daily skincare routine. What are some products you can’t live without?
AS
In the morning I’m usually just trying to protect my skin, so I keep it super simple. If I’ve worked out, I start off by washing my face with a gentle cleanser like Cerave or La Roche Posay. If I don’t work out, I just use water. Then I use an antioxidant serum; I’ve been loving the one by Holifrog. Next I’ll use Shani Darden Intensive Eye Renewal Cream, followed by COSRX Advanced Snail 92 All In One Cream, and finish off with SPF (I use Black Girl Sunscreen).
At night, this is when I change up products and see what I need to treat that week. I do a double cleanse to get off any makeup and sunscreen. Then I use my NuFACE Facial Toning Device for about 10 minutes to lift and firm my face. I really notice a difference; I love it. Lately I’ve been using tretinoin too. Then. I tap on some eye cream, slather on a nice rich moisturizer, and follow with a facial oil or sleeping mask.
“Can you tell that I love the 90s?”
TS
What is your go-to makeup look?
AS
I love groomed brows and tinted lip balm: those two things make me feel really good and ready. But if I want a little more (which I’ve actually been craving lately, maybe it’s the 2020 fatigue of barely wearing makeup) I’ll reach for some light foundation, contour, a baby wing liner, lots of blush, and 90’s lip (brown lip liner and lots of gloss!).
TS
What’s your hair routine like currently, and what’s your go-to hairstyle?
AS
Once I get out of the shower I’ll always use a heat protectant and blow out my hair with the Revlon One Step Brush — it literally gives me the perfect blow out in under 20 mins. It usually has a decent amount of bounce after that, but lately I’ve been spicing it up with some hot rollers or a very large barreled curling iron for more of that 90’s blowout look. Can you tell I’m obsessed with the 90s?
TS
What’s your self-care power move?
AS
Turning off my phone for hours to indulge in me time without interruptions or any feeling of guilt for not getting back to anyone. I love putting on old episodes of Rupaul’s Drag Race and doing my makeup just for fun. I always get wildly inspired watching that show, so I’ll just sit and do my makeup with them, not to create content or to film a tutorial, but just for the sheer joy that it brings and to see what I come up with.
TS
What’s your biggest goal for the coming year?
AS
My biggest goal would be to really dive in deeper with my online community. I would love to see subscribers become friends with one another and connect with each other. I’d also love to connect more with other content creators. Overall, building relationships is a huge goal for me.
TS
In a few words, how do you define beauty?
Cs
So deeply personal and unique.
