Mirta Miler: The European It-girl and internet’s go-to beauty influencer
With the beauty industry rapidly growing with new trends and products, it’s easy to get overwhelmed, especially if you're a beginner. But thanks to beauty influencers offering tips and recommendations, navigating the world of beauty has become a little easier.
Beauty influencer and makeup artist Mirta Miler — known for her beauty expertise and flawless, on-trend makeup —has quickly become a trusted source for all things makeup, making a significant impact on the industry. Otherwise known as @mimiermakeup on TikTok and Instagram, this beauty guru has captured our attention with her makeup hacks, tips, and tutorials. As she continues to expand her reach, Mirta shares the scoop on her signature beauty style, industry evolution, content creation tips, and more!
Looking back at where you started, do you think beauty has evolved, especially in the influencer space? If so, how?
Yes, beauty evolves every year, with dramatic shifts in what’s popular and the products people use. One moment, heavy makeup takes the spotlight, and the next, it’s all about minimal, clean girl makeup. As someone who works in the beauty space, it’s tough to predict the vibe of the year because trends are always changing.
Exciting times are ahead for makeup! In my opinion, the last few years have felt a bit stagnant. I think it's time we start using makeup to express ourselves in the same way we use clothes. It’s become normal to wear bold, unconventional outfits, so why not normalise bold, creative makeup as well? I’d love to see graphic makeup designs become an everyday thing, where we can just walk around rocking those unique looks.
What moment made you realise that beauty was not just a passion, but something you could turn into a career?
I was working as a brand management assistant at a large corporation, and I absolutely loved that job. But when my videos went viral, I began getting sponsors and making significantly more money than I was in my corporate role. After giving it some thought, I decided to quit my corporate job and pursue beauty and social media full-time. It was the best decision I made — not because my corporate job was bad, but because I felt like this was the path meant for me.
You’ve built a strong, loyal and engaging community on your platforms. How do you foster such genuine connections with your supporters, and what role does community play in your work?
My supporters have a huge impact on me. When I feel disconnected from my audience, I lose some of my inspiration. That’s when I take a step back and start engaging with them — reading and replying to comments, answering DMs, etc. I see my connection with my audience as a friendship, so I genuinely want to know what they think and how they’re feeling. Of course, there are times when you can’t read every comment because it’s important to protect your mental health from the ones that could negatively affect you.
How would you describe your signature beauty style, and how has it evolved over time?
When I started doing makeup online, my look pretty much stayed the same. I found what worked for me and just stuck with it. My signature look is a lightweight base of foundation or BB cream, and of course, freckles — I never leave the house without them. In 2020, faux freckles became a trend, and I’ve been hooked ever since. I then finish off with a bit of blush and mascara.
What’s your personal definition of beauty, and how does it influence your work?
To me, beauty is all about how you express yourself and interact with others. I find beauty in things that people might overlook. For example, when I see someone being kind and gentle with someone who's harsh with them, I think that person is beautiful for showing such grace.
What’s a common misconception people may have about being an influencer?
The idea that all influencers are unintelligent. Most influencers are incredibly smart. While they might not always have the media training to handle every situation perfectly and may say something out of pocket from time to time, that doesn’t mean they lack intelligence. In fact, I haven’t met a successful influencer who isn’t smart in their own way.
What’s your favourite beauty trend at the moment?
I love makeup and trends that are inclusive and look good on everyone — that’s what makes a makeup look timeless to me. My favourite beauty trend has to be the siren makeup look; it radiates feminine energy and always feels empowering.
What advice would you give to those who want to take content creation seriously?
- Stay consistent, no matter the outcome. Creating content is like working towards your body goals—you won’t see results in just one month. You need to keep pushing and trust the process.
- Even if you don’t get views or likes at first, treat the first few months as a learning experience. It’s a time to figure out what your audience enjoys and what resonates with them.
- Set small, achievable goals for yourself. If you tell yourself, “I need to film five videos today,” you might feel overwhelmed and not do it. Instead, tell yourself, “I just need to film something today.” Once you’re in the flow, you’ll likely feel inspired to keep going and film more.
It’s a new year, which means new goals. What are your hopes for your ever-growing platforms?
What I’m really excited about, and have been planning for years, is creating long-form content on YouTube. I think that’s where I’ll be able to reach a new and wider audience, as I can’t fully showcase my personality in a 3-minute TikTok video. This year, my supporters can also look forward to higher-quality content that they’ll be able to visually enjoy and engage with even more.