Today we’d like to introduce you to Naiah Figuera.
Hi Naiah, please kick things off for us with an introduction to yourself and your story.
Before becoming a content creator on my own platforms, I was already working behind the scenes in social media and creating content for other brands. My academic and professional background has always been closely connected to communication: I have a degree in Social Communication and also studied Social Media Management and Neuro-Linguistic Programming (NLP). Looking back, all of those experiences shaped the way I understand storytelling, communication, and the way people connect through content.
When I moved to the United States, I decided to start sharing more on my own social media. At the beginning, there wasn’t a big business plan behind it. I simply wanted a space where I could talk about the things I personally enjoyed — beauty, skincare, products I was trying, and the type of content I was already consuming for fun in my everyday life. After spending so much time creating for other people and brands, it felt exciting to finally create something that was completely mine.
What I didn’t know at the time was that this decision would become a window to so many opportunities I never imagined.
Little by little, my platforms started growing, brands began reaching out, and content creation became much more than a hobby. I’ve had the opportunity to attend events, receive invitations I never expected, and collaborate with brands I’ve known since I was a little girl — even brands and products I used to spend my own money on simply because I loved them. There is still something surreal about receiving an email from a brand you grew up seeing in stores or realizing that a product you would have purchased anyway is now part of a collaboration.
At the same time, I was learning an entirely different side of being a creator. Knowing how to create content for a brand and building your own personal platform are two very different experiences. I had to learn how to put myself in front of the camera, find my own voice, understand my audience, negotiate partnerships, value my work, and navigate an industry that is constantly changing. A lot of that happened through trial and error, and I’m still learning all the time.
Houston has been a big part of that story because, in many ways, my life here has grown alongside my career as a creator. I was building a new life in a new country while also building this new version of my career. As Houston started to feel more like home, my community grew, my confidence grew, and so did the opportunities that came through content creation.
Today, I create mainly around beauty, skincare, lifestyle, and my experience navigating the creator industry. I also enjoy sharing what I’ve learned along the way with other creators, especially the things I wish someone had explained to me when I was starting.
I still feel like I’m in the middle of the story rather than at the end of it. There are so many things I want to build and experience, but when I look back at the decision to simply start posting the things I loved, it’s incredible to see how many doors that one decision has opened. What started as a personal creative outlet has become a meaningful part of the life I’ve built here in Houston.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a completely smooth road. I’m originally from Venezuela, so moving to the United States meant starting a new chapter both personally and professionally. Even though I already had an education and experience in communications and social media, I had to learn how to navigate a new culture, a different market, and build the confidence to communicate and create in a second language.
Another big challenge has been building my career as a creator while working a full-time job. A lot of what people see online is created after work or on weekends, and balancing filming, editing, brand emails, deadlines, and everyday life has taught me a lot about discipline and patience.
I’ve also had to learn the business side of the creator industry along the way — understanding my value, negotiating partnerships, learning about contracts and usage rights, and realizing that not every opportunity is necessarily the right opportunity.
There are still moments of doubt, especially in an industry where numbers and growth are so visible, but I’ve learned not to measure progress only by views or followers. Sometimes growth is a new opportunity, a brand recognizing my work, or simply looking back and realizing that something that once felt far away has quietly become part of my life.
Appreciate you sharing that. What else should we know about what you do?
My work today lives at the intersection of beauty, lifestyle, and storytelling. I create content around skincare, makeup, products I genuinely enjoy, and everyday life, while also sharing a more behind-the-scenes look at what it actually means to work as a content creator.
I think what sets me apart is that I understand content from both sides. Before building my own platforms, I worked in social media and created content for other brands, so I’m always thinking not only about what looks beautiful on camera, but also about the message behind it, the audience, and how to make branded content feel natural rather than like an advertisement.
Authenticity is very important to me. I want someone watching one of my videos to feel like they’re getting a recommendation from a friend, whether I’m talking about a product I purchased myself or something I received through a partnership. I don’t believe every product has to be presented as “the best thing ever” to create good content.
I’m especially proud of the community I’ve been building and of being able to work with brands that I genuinely know and love, while still keeping my own personality and voice in the content I create. I also love sharing what I learn about the creator industry along the way. If something I had to figure out through trial and error can make another creator’s journey a little easier, I’m happy to share it.
More than being known for one specific product or type of video, I hope I’m known for making content that feels creative, useful, relatable, and still very much like me.
If we knew you growing up, how would we have described you?
Growing up, I was always very quiet and calm. I wasn’t the most outgoing person socially, but I’ve always had a strong creative and artistic side — just not the painting or drawing kind! I’m actually terrible at those things; that talent definitely went to my sister.
For me, art was always more about performing. I danced for about eight years until an injury made me stop, and I was also part of the choir and participated in school plays. As a kid, I would make “dresses” for my cousins out of bedsheets, organize little fashion shows, create choreographies, and then make everyone perform them at family gatherings. So I guess there was always a little producer in me somewhere.
Something that still surprises me about myself is that even though I’ve always been reserved in person, I feel very comfortable in front of a camera. When I started doing livestreams on different platforms, I discovered that I could talk for hours, meet people, and connect with them in a way that felt very natural to me. It took practice, of course, but somehow communicating through a camera has always felt easier than walking into a room full of people.
And funny enough, beauty and makeup were not really part of my personality growing up. I didn’t even know how to do my makeup! That interest came much later, and when I started receiving beauty products through content creation, I began experimenting and teaching myself how to use them. I’ve also always loved video games, so my interests have never fit perfectly into one box.
I like to joke that I actually became more feminine as I got older. The makeup, the beauty obsession, and especially all the pink came later in life — apparently turning 30 unlocked my pink era.
Contact Info:
- Website: https://beacons.ai/soynaiah
- Instagram: https://www.instagram.com/soynaiah/
- Youtube: https://www.youtube.com/@NaiahFiguera
- Other: https://www.tiktok.com/@soynaiah_
