TikTok's Nyane Is Making AI-Inspired Makeup Feel Nostalgic One Viral Video at a Time

Gen Z Says is a bimonthly column chronicling the latest trends in the fashion and beauty space through the lens of Who What Wear's own Gen Z editors. Expect a download on the upcoming class of tastemakers, emerging designers, and shopping and style choices straight from the generation setting the trends.

Have you ever discovered that a public figure you thought was a real person never actually existed? After, you doubt your ability to determine what's real from what's not (also known by its psychological term, the reality threshold). It's no surprise, then, that an increasing number of social media users question the verity of what's on their screens, especially when they come across highly produced content.

The demand for something "real" among Gen Zers can be heard loud and clear. So when South Africa–born, Amsterdam-based beauty and fashion innovator Nyane Lebajoa actually plays into the reality threshold by embracing the "unreal," she certainly stands out in the algorithm. One of the most recognizable content creators on TikTok, Lebajoa works closely with her partner (editor, filmmaker, and sound designer Philipp Hill) to incorporate NPC movements, ASMR sound design, and futuristic imagery into her iconic makeup looks. No, she is not AI (confirmed, she is very much a real person!), but she has an AI-like aesthetic that feels at once futuristic and retro—and Gen Zers can't get enough.

I caught up with the dynamic duo in between shoots to learn more about their take on highly produced beauty content, setting new standards in the beauty world, and shifting preset paradigms toward inclusivity through avant-garde-style makeup routines. There are even a few Nyane-approved beauty must-haves for you to shop at the end. Lights, camera, action!

Meet Nyane, TikTok's High-Tech Beauty Content Creator

The NPC-style videos that you create on your TikTok platform are praised for inspiring nostalgia in your viewers while also artfully blending futuristic and real-world aesthetics. What inspired such a unique take on content creation?

Nyane Lebajoa: I didn't actually think it was going to be my niche when I first started. But it kind of turned into that vibe, and I like the direction it's gone. What inspired me the most was playing dress-up, makeup, and hairstyle games. In 2020, I saw a really old video of Saweetie just playing dress-up in her room, and it was in a video game–style video. I thought it was really cool, and I wanted to do something similar to that but didn't really know how to.

A year ago, [Philipp and I] decided to actually do it. I told him the idea for the first video and described wanting to create a dress-me-up video game–like vibe to see how we could execute the idea. We tried the first one, and it was really cool, so we decided to do makeup ones and a hair one.

When I first discovered your videos, I was definitely reminded of the dress-up games I played as a child, but I also suspected you of being an AI public figure! So, as a high-tech content creator, what do you think will be the future of AI-driven content in beauty?

Philipp Hill: I feel like there may be sort of a counter movement that's kind of already happening, where people want what's real pointed out to them. They also want to know when they're seeing something AI because it makes things easier to understand. I also think there may be a bit of a divide that hasn't happened yet between what's real and what's not. I think the same thing may happen in video as well.

NL: I think we'll also see AI helping the beauty industry. People will be able to try on makeup without having to go to the stores and try on a product in person. Consumers could just easily do it online! They've already started to do this kind of stuff, but I think it will be more developed. We'll be able to try on products from makeup to accessories to see what the outcome could be with little to no effort.

I agree with both of you! I've come across a lot of AI influencers without realizing that they are, in fact, not real human beings. I've even spotted speculation online about you, Nyane, being AI. Since we've confirmed you're very much a real person, where do you look to for sources of inspiration for your content?

NL: I don't actually look to one specific person. I use Pinterest a lot for inspiration. Every single video I create, I'll put together a mood board for the vibe I'd like to create and lean into color themes and imagery. I also really love Grace Jones! I also really like Madonna. The '80s is my favorite time period for inspiration, especially movies like Scarface.

Can you tell me a little more about what goes in to the brainstorming and filming process for your beauty content? What steps do you take to ensure a flawless finish?

NL: When I think I want to do something random, and I don't know how to do it (like a transition I really want to try), [Philipp will] go, "This is what we should do with it." He comes up with all the transitions and the context of the video. I shoot all the makeup and hair videos by myself, and we have to talk before I'm in front of the camera to decide how to do it.

PH: Editing is especially important when we're promoting a product because we'll base the video on the aesthetics of the product, maybe how it opens or the feel of it. Then we'll play with transitions, so maybe Nyane will open the product, and it will appear on her face. It's teamwork! We split things half and half.

What led you to decide to use ASMR in your content? It's been trending over the past few years, but you have a very unique way of combining your unique nostalgic and futuristic beauty content with sound.

NL: When I did the first makeup videos, there was no speaking or ASMR at all. I would make some sounds, but as we began to do more, I started doing voice-overs. We decided to record every little thing appearing in the video. So instead of commenting on how to apply the makeup, we would focus on the motion of a makeup brush and the sound to go with it. Putting on makeup is my favorite time of day, and after we did two of those videos, we noticed how calming the process is and how much people loved watching me do them. We really got obsessed with it!

PH: The removing-makeup videos were the biggest reasons why we leaned into ASMR because the routine itself was already really satisfying, but we wanted it to be even more calming.

A lot of popular TikTok beauty routine content features creators speaking the entire time, but your quiet, aesthetically pleasing videos have gone viral. It seems like you're always ahead of trends. How do you sense the next big thing?

NL: Philipp asks me this all the time! But honestly, when I see one person doing something, you don't know if it's going to be a trend. I just try what interests me. I didn't even know the video-game, NPC-style content could be a thing for those types of videos, because it's not what was popping off at that time! At the end of the day, trends don't just come about; people create the trends.

It's no secret that Black content creators aren't always given credit where credit is due. As one of TikTok's Visionary Black Voices for 2024, what do you see your role being on the platform going forward?

NL: I was really thankful and amazed that I got chosen! I don't let myself get annoyed when we do things and don't receive that much credit, because at the end of the day, I know I'll get my time and acknowledgement. In general, it's nice because I can inspire other people, and they can do it as well. We can all be someone! I just want people to feel empowered, and I want to inspire more people.

Do you have a favorite video you've created over the last couple of years? I know you're constantly producing new content, but is there one that stands out the most to you?

NL: I have a few I really loved. One of my absolute favorites was a video where I filmed content with this one makeup brand. I manifested having their makeup, but it was so expensive. They finally sent me some, and I had so much fun doing the video! I loved the style of the video and thought the quality of it was spot-on.

PH: It was one of the videos that we liked, and it did really well, which isn't always the case! Sometimes it goes the other way around, where we put in a lot of work into a video, and it's not received as well.

NL: Yes! For the Strawberry Milkshake makeup video, it was quite easy to shoot, and people were obsessed with it. The theme was so random to me! But that's the one viewers like a lot.

Before we go, I also wanted to learn more about your background in makeup and hair, Nyane. What inspired you to dive headfirst into the beauty industry beyond content creation with the launch of a hair line?

NL: I've always been extremely interested in hair and makeup. For the hair brand, it came about with the styles I was doing at the time around 2016. I started changing my hair a lot—going from white wigs to pink wigs, and people were really interested in how I got my hair like that. When I launched my hair line, it did really well.

PH: We also realized the wig business is niche! We bought pieces from so many different places, and there was always something Nyane didn't like about it. We also already had a following based on my personal style, and hair was a big part of it!

What do you hope your legacy in the beauty and fashion world will be, especially when it comes to technology?

NL: My thing is that I want to give people confidence through beauty. I look up to Rihanna because she's done such big things for prompting inclusivity and helps everyone feel beautiful. I'm asked by people how I'm confident no matter what, but I want people to feel good about themselves. If you feel good about yourself, then you'll look good. So treat yourself with respect!

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