Building a Legacy of Luxury and Inspiration With Eman Osman
When I first saw Eman’s vlog of her Whistler Girls Trip, I knew I had landed somewhere special. In just one video, I felt like I had gained a new role model and discovered one of YouTube’s next it girls. She radiates elegance and luxury, and I’m excited for the rest of you to meet her. Eman Osman is a YouTuber and influencer marketing consultant based in Vancouver, Canada. After studying communications in college, she decided to take a chance on herself and explore a more creative lifestyle. Her videos have become part of my Sunday morning routine while I journal and eat breakfast, and I haven’t been able to get enough of the crisp, luxe, aesthetics she showcases in her daily life.
Hi Eman! Welcome to It Girl Archive. You are the first person I’m interviewing ever, and it’s such an honor. Can you tell us a little bit about yourself for anyone who may not know you?
Thank you for having me! I’m 27 years old, and I’m from Vancouver. I’m Somali, and I was raised by a single mother. I grew up seeing a lot of sacrifice on her part to give me a good life, and I learned the value of resilience, which has carried me through life. I went to university and earned a bachelor’s degree in Communications, before going on to work in influencer marketing for 2 years. I worked in corporate marketing for another 3 years before finally leaving about 6 months ago. Currently, I work as a consultant for brands advising them on their social media content and influencer marketing strategies.
You’re 27, you live in Vancouver, and you recently quit your job to pursue a career in content creation. What drove your decision to leave the corporate world?
I quit my job to pursue a creative lifestyle for myself. I wanted to see if I really put my head down and worked hard, what I could accomplish in 5 years, what I could accomplish in 8 years, and what I could accomplish for myself in 10 years. As a black woman, I want to be able to inspire others around me, and the next generation. I want young girls to look at me and say “I can do whatever I want. I can create a life for myself that is tailored to what my passions are.” If I can do it, people watching me can do it as well. I wanted to curate a life that is in tune with my passions, and there is a lot of privilege that comes with that, but there is also a lot of hard work involved. When you’re in the workforce and you put your head down and focus, you learn a lot of transferable skills. My advice for young women is to not think you have to work for yourself right off the bat. Take all you can from the roles you’re in now, make all the mistakes you can, and learn from them, and then once you’re truly ready you can do whatever you want for yourself. When I’m on my deathbed, I want to know that I did everything I could to lead a life that fulfills me.
What does a typical day in your life look like?
No two days are the same for me. I’m a big advocate for waking up early. Today I woke up at 6:30 AM, and I like to shower first thing to help me wake up. I sit on my couch and write in my Five Minute Journal. I like to write the things I’m grateful for that I don’t even have yet, and it puts me in such a good mood for the day. I watch my comfort YouTubers for 30 minutes. For me, I like to do things I like doing before getting into what I need to do. I film throughout my day. Yesterday, I did some videos for Chanel Beauty, took some photos, and filmed for YouTube. Some days, I’m working on a campaign for a brand, and that is usually more regimented with emails and administrative work. If I’m not filming, I’m usually with my clients, filming reels, and helping them with content, meeting, etc. After that, I come home, and I like to make dinner, which is my favorite meal of the day. I love a steak with vegetables, bolognese, or traditional Somali food. I end the day with a little more YouTube, or watching a TV show. I’ve been watching “Rhythm & Flow.” After a while, I will do my nighttime skincare routine with a podcast in the background. I’ve been listening to the Receipts podcast. I usually get into bed around 10 PM!
I see you as an up-and-coming “it girl” in the social media space, particularly on YouTube. What do you hope your viewers and supporters take away from your content?
That means a lot! YouTube has quickly become by far my favorite platform. For me, it feels the most intentional. It feels slow in a world where short-form content is all the rage. It feels very creative. The girls who find my videos seem very aligned with me, and it feels like I have a community there. I don’t think I’m the most aspirational person out there, and I’m not trying to be. I want to be a good example for women at any stage in their lives and remind them that they can create and curate a life on their terms. I have always been for younger black girls, and I want them to look and know that they are going to be okay and that they will be great in the future. I want people to be able to follow along as I figure out my life. While I'll never share a deep dive on super personal matters like my relationship or family, you'll gain inspiration from someone fearlessly figuring out their own life in front of a camera and an audience.
Speaking of YouTube, what is your creative process for curating content that resonates with your audience?
I take what’s happening for me in life and turn that into content through the lens of what my audience would care to see. My content is very relaxed and go-with-the-flow. The biggest compliment that I get is “Oh, you’re exactly like your videos” and it’s such an amazing thing to hear. I like organically and authentically sharing what is going on in my life, and then the magic happens in post-production. For filming, I just take short clips all the time. I like to show what I’m doing instead of talking about what I’m doing. In post-production, you can showcase your personality through music, text, colors, and a thumbnail that feels right for you. I’ve gotten comments about my editing style and how relaxing it is. I like to make edits based on what I would enjoy watching.
What is your favorite skincare product right now if you had to choose one?
I’m a big fan of retinol in terms of keeping acne at bay! Everyone talks about the Rhode Glazing Milk and it is totally worth the hype. It makes my skin feel drenched in moisture, but not in a sticky or greasy way.
You live such a rich and beautiful life, and your day-to-day life often requires you to get glammed up. We already talked about skincare, but what is your favorite makeup product right now?
There are three things I want to talk about that are my favorites right now. If we’re talking complexion, Makeup Forever has great formulations and pigment. I’ve shopped there since I was 16. I love the HD Skin Setting Power in the shade “tan golden.” I like using it under my eyes at the end of my makeup routine with the makeup powder pad that it comes with and just slightly baking it under the eyes and on the cheekbones. It gives such an airbrushed look that your skincare routine might be missing. I’ve been really into eyeliner lately after not wearing it for years. I’ve been into dark brown eyeliner instead of black eyeliner. I love this Hourglass Cosmetics eyeliner in the shade “cave.” You don’t even have to be super precise; it looks so chic. I’ve been using this Laura Mercier blush in the shade “kir royale.” This is a deep purple blush that looks great on deeper skin tones. It looks like a nighttime mauve-y purple blush that’s perfect for going out. As a black woman, I like to have a red blush and a peach blush, and this purple blush has been the missing piece in my collection.
Something very obvious from your Instagram and YouTube is how chic and classy your style is. Who is your biggest style inspiration right now?
My style is very simple and slightly timeless. I specifically look at what the professionals are doing. This year, I attended CultureCon in New York. It’s an annual conference centered around black creatives. Law Roach was speaking there, and I find him to be such a huge inspiration. He calls himself a “celebrity image architect” instead of a stylist, and I love that he tailors his clients' styles to their specific body types and personalities. He puts them in things they would actually wear. For me, I love an oversized look that is well-tailored. I love a thick, high-quality garment. I love rich, deep colors. I love something classy and elongated. Ever since going to CultureCon and hearing him speak, I have made an effort to stay true to my style and what I like. Of course, you can take risks and have fun with it, but I don’t go out of my way to wear something I normally wouldn’t just for the sake of being seen as a “fashion girl.” I love how he dresses Zendaya and how he tailors the different phases of her life to her outfits. I just love his work.
On that note, what emerging designers or brands do you think deserve more attention right now?
There is a beauty brand I’ve been following on TikTok since they were founded, and it’s called Bread Beauty Supply. They have products that truly work for everyone whether you have coils, braids, or heat-style your hair. It’s run by a black founder named Maeva. Their packaging is beautiful, and I think they are going to be super up-and-coming soon.
If you could raid anyone’s closet (past or present) whose would it be?
This is probably such a lame answer, but Jasmine Tookes. Her closet is the most chic ever, she has so many Hermes, The Row, YSL, and just so much I would love to try. She is the ultimate style inspiration for me.
If you could collaborate with any beauty brand, who would it be and why?
I would do a collection with Westmann Atelier. Their products are geared towards the working woman who is on the go. She’s anywhere. She’s in New York, she’s about to go to a meeting, and she wants to feel her best. But she’s someone who needs a hybrid of skincare and makeup. They have really high-quality pigments, they have good skincare ingredients, and they are just made for the chicest of women. Their packaging is so luxe and high quality. I would love to do a collection of blushes.
What advice would you give to someone looking to build a cohesive personal brand?
Focus on sharing your story and focus on sharing selfless content. Try to solve a problem or provide an answer. It’s easy as a creator to lean into “me me me” whereas you should be more about “you you you, here’s how I can help you.” It doesn’t have to be about products, it can be about friendships, it can be about life, it can be about career. Focusing on selfless content plays a role in how I choose to show up as a creator. You won’t ever see a full PR haul from me. That doesn’t serve a purpose to my audience. I like to choose my favorites and integrate them into content if my audience shows interest. Focusing on value is more important and will help you find a community that feels aligned with your messaging.
Final Notes
I had the best time talking to Eman about her journey as a creator, her beauty favorites, and her fashion inspirations. If you’re interested in keeping up with what she’s up to, be sure to follow her @emanosmann on Instagram and TikTok. You can also subscribe to her YouTube channel to see the behind-the-scenes on her life in Vancouver. If you have any questions for me, slide into my DMs @itgirlarchive__ on Instagram. Have a fabulous week!