Alexandra Milek is making waves in the makeup industry.
The Cork native has accumulated an impressive following of 204k on Instagram, and a further 131k on TikTok.
Despite having built a solid footing on social media, makeup artistry isn’t Alexandra’s full time job; she actually works a regular 9 to 5 as a software engineer.
Goss.ie spoke to Alexandra for our latest Up and Coming feature, in which she explained how she got into makeup.
The makeup artist also revealed her go-to products, and shared some of her favourite tips and tricks for a snatched look.
Find out more about Alexandra in our exclusive chat below:
Q. Tell me about how you got into makeup.
To be honest, I’ve had a love for makeup since I was very young. I’ve always enjoyed getting glammed up for parties. Getting ready is still probably my favourite part of going out.
I started getting more into makeup in 2016 when I started watching makeup tutorials on YouTube. Keilidh Cashell, Jamie Genevieve or Jaclyn Hill, I loved watching them, I still remember buying my first Jaclyn Hill x Morphe palette and using it to recreate one of Keilidh’s tutorials.
In about 2017 I started taking photos of my looks and started posting them on my Instagram Stories. At the time I didn’t have a makeup page, I would just post them on my personal page, and I’d get people replying saying ‘You should take appointments or set up a page’, but I guess I was just lacking confidence to actually set up a page.
The following year, I finally set up my makeup page and I was so scared that it would flop, but within two weeks – I remember one morning waking up and I had loads of new followers, and Lucy Fitz had followed me and put me on her Stories. I got so excited about it.
Picture Brian McEvoy
Not long after that, Keilidh followed me, and I was being reposted by big brands like Anastasia Beverly Hills. It was all for fun at that point, but during COVID-19, I took it more seriously.
I had brands reaching out to me for work and for gifting, at that point I started seeing it as a potential career. But obviously with my 9 to 5 job, the only time I had to create content was in the evenings or weekends, which can be hard, there are other things that need to be done.
About a year ago now, I decided to just set myself some big goals and push myself and give it my all. I had seen loads of other creators blow up and get some really amazing opportunities. So, I thought if they can, I can as well.
I would literally sit down every evening to record content, I was trying to keep on top of all the trends and try out different makeup hacks and new products – really trying to make my content as relevant and as engaging as possible.
I started seeing some amazing results, my Instagram and TikTok blew up. I had so many videos going viral, I think the most viral video of mine on Instagram has over 50 million views which is insane.
It’s just amazing what you can achieve when you have the right mindset and the willingness to achieve.
Pic Brian McEvoy
Q. Your platform has grown massively. Your Instagram went from 25k to 160k in just a month, and now you’re on 204k. What has that been like?
As I said, I started trying different content and putting in the work, posting every day and being so consistent with it. For years I had very gradual growth, so when I started blowing up it was such a big shock to me.
I remember speaking with my friends and family like ‘I can’t believe it’. You see other people blow up on the internet, but you never really think it’s going to happen to you. So when it started happening to me, it was just such an exciting time because I’d put in all this work and all this time.
I’ve a 9 to 5 job, usually when people finish work they do something for themselves and they spend their weekends with their friends and family, but I would literally wake up on Saturday and it’d be like another working day. I’d sit down, plan out my content, and I’d spend hours recording, editing…
So, when I blew up it was nice to see all of the hard work had paid off. Obviously, there are so many amazing opportunities that have come like going to events, brand trips etc. Sometimes when I go to these things I do get imposter syndrome, of course.
Even going on PR trips and being with the likes of Ellie Kelly and Charleen Murphy, who I’ve been following for years, definitely gives me imposter syndrome. But at the end of the day, I worked so hard for it and I’m really grateful and I deserve it at the end of the day.
Q. On social media, you’ve spoken about never giving up. Have you ever found it hard to keep the momentum going?
I never thought about giving up, I always wanted to keep going, but I started making a lot of excuses for myself at some point.
With having my 9 to 5 job I’d be like ‘I’ll only do one video over the weekend’ and then spend time with my family and friends and do stuff. Seeing such small growth I was just making excuses for myself.
Realistically, if I wanted I could’ve put in the extra time if I wanted. It can be very demotivating when you’re not seeing the results you want, but at the end of the day you literally have to just give it your all. Put in all the effort and it really does pay off.
You have to be patient with it as well. It didn’t happen immediately, it really took a couple of months for my content to start picking up and getting big views and getting the followers.
You do have to be patient, and sometimes that’s why people start doing something and don’t see the results immediately and give up, but you literally just have to keep going.
Q. You don’t exclusively produce makeup content, you also show off your fashion and do ‘vlogs’. Which content is your favourite to create?
I would say my favourite is still makeup. I do enjoy fashion and I do enjoy doing all these bits and bobs, but makeup is definitely my favourite.
I just have such a strong passion for it, and I love trying out different makeup products and hacks and trends. Most of my inspiration and creativity comes from makeup.
@alexxandra.makeup sophie richie trend but make it barbie🌸💗✨#sofiarichietrend #revolve #revolve @Revolve #barbiemovie ♬ original sound – raptarantino
Q. Who do you look up to in the content creation/makeup industries?
That’s a hard one because there are so many amazing creators both in Ireland and the UK – and around the rest of the world actually that I follow and love.
But if I had to pick a few from Ireland especially, then the likes of Keilidh Cashell and Ellie Kelly. I’ve been following them for years. I literally learned my makeup through their tutorials, and I look up to them so much.
They’ve achieved so much, even Keilidh has started her own brand and it’s so successful. She’s so inspiring to watch and to follow.
When it comes to fashion, I love Charleen Murphy and Sophie Murray. They both have such a great sense of fashion, and I love their content, it’s really engaging.
Q. It takes quite a lot of confidence to put yourself out there online. Is that something that comes naturally to you, or do you have to work at it?
You definitely have to work at it. It took years for me to actually come on Stories and chat.
To be honest, I still don’t come on as much as I’d like to. People who do [content creation] get up to much more, so they have more exciting things to come on and talk about.
Obviously, I spend the majority of my days looking at a laptop working. Sometimes I struggle to find things to come on and chat about and share.
It definitely does take time to build up the confidence to come on and chat, because there are people behind the screens watching you and sometimes you get negative responses.
Q. On that note, do you have experience with negativity online? If so, how do you deal with it?
I’m actually lucky enough that I don’t get that much hate. The only negative comments that I ever receive are on videos that have gone viral.
They’re really petty comments, and people making little comments about your skin or how you did something. It’s nothing major.
I try not to take it to heat, because people are sitting behind a screen and they would never have the confidence to say anything to you in person. But they think that because they’re behind the screen they can say whatever they want, which is absolutely wrong.
I feel like most of the time it’s just a reflection of themselves really, so I never really take it to heart. I also don’t share too much of my personal life, so it doesn’t give people too much opportunity to hate on me.
Q. What advice would you give to people who want to start a career in social media, but are too afraid of what people think?
I would just say just go for it. As easy as it is to say, it’s obviously harder to do it.
Myself, I live in a small town in Cork and it was the same with me, it took me so long to build up the confidence to start my makeup page cause I was worried about what people might say or think, but you just have to go for what you want.
I always enjoyed creating content and doing makeup, and it’s your life and you’ve to take control of it and not let people stop you from getting where you want to be.
If I listened to people, or let the fear take over then I wouldn’t be where I am, and wouldn’t be getting so many amazing opportunities.
@alexxandra.makeup Im obsessed with these blushes💖🌸✨ #blush #liquidblush #plouisemakeup #makeuphacks #viralmakeup ♬ Im In Love Im Obsessed Rihanna x Casa Di Remix – CasaDi
Q. What are your go-to products?
It’s definitely hard to narrow it down. I’m so grateful to be able to try out new skincare and makeup products on a regular basis, so my routine changes a lot.
With skincare I’d say – I started using retinol this year, and I have one from CeraVe, and it’s made my skin so good. With using retinol you need to use SPF.
There are also Lancome creams and Garnier cleansing products that I use regularly.
When it comes to makeup, I’m a huge blush lover and I don’t feel like my makeup is complete until I use blush.
I love RARE Beauty, and KASH Beauty – then there are some other makeup bits like Benefit for brow products, and skin tints like the one from Sculpted by Aimee.
Q. What’s your favourite makeup hack?
I do love to try out different makeup hacks, but what I’ve been loving is underpainting.
Hailey Bieber and Kendall Jenner use it – you basically apply your concealer and contour before your foundation, and that results in really beautiful, natural flawless skin.
As well as that, I’ve been loving powder puffs. They are a game changer. They make your under eye look so much smoother.
Q. Which celebrity’s face would it be your dream to paint?
Oh, Hailey Bieber, 100%.
I just adore her. I love her style as well, I definitely get style inspiration from her. Her outfits are always 10/10.
Of course, she has a beautiful face and her skin is to die for.
@alexxandra.makeup festival glam inspo using some of my favorite @delancicometics products 🫶🏼✨ A D #festivalmakeup #delancieyeshadowpalette #delancicosmetics #makeuptutorial ♬ BEST INTEREST – Tyler, The Creator
