When Worlds Collide: SSINNIM Meets YouTube & K-Beauty
Known for her beauty and skincare videos, SSINNIM is a South Korean YouTuber that many can’t get enough of. From her makeup transformations to collaborations with beauty brands and idols, SSINNIM’s large and loud personality is one that many should not skip out on. During KCON LA 2019, The Kraze had the wonderful opportunity to sit down with SSINNIM in an exclusive interview! Keep reading down below to know more about her, her YouTube career and her love for makeup.
Q: For our readers who are getting the chance to know you for the first time, can you please give a little introduction about yourself?
A: Hi, my nickname is SSIN. I’ve been creating videos since 2013 as a beauty guru in Korea. My videos are super fun and funny. People love me because I’m very strict and pure when giving reviews to all the brands that I’m testing in the video. So, that’s me!
Q: What is your creative process when it comes to making your YouTube videos and coming up with your looks?
A: Sometimes it just pops up. I usually go to a cafe to do research and write the words that I have in mind, then I just mix all the ideas into one video. People all around the world, like influencers and YouTubers inspire me a lot. My friends, all my activities, shopping and traveling around [also] inspire me.
Q: So how long does it usually take you to create your videos? From scripting and filming etc.?
A: Usually a week. When I get an idea, I start to collect all the makeup, clothes and backgrounds for the week. Then I film the video, which usually takes about 3-5 hours. I edit the video which usually takes about 2 days but my staff members do it within 4-5 days. When I upload the video, I watch all the comments and reply to them.
Q: Are there any challenges and how do you overcome them?
A: The first challenge is actually making an end with the brand because people like my original and honest reviews but I also have to say what the (sponsored) brands ask me to say for them. So that was my big challenge. It was two years later after I started my YouTube channel and I overcame it by creating more videos because I can put the money in the videos so I can hire more staff members and be at a bigger studio or buy what I need for the videos so the videos can be high quality. People just loved it, so they always want me to do creative collaboration videos with brands.
Q: Are there any K-Pop artists that you would like to collaborate with for a video or do makeup for?
A: Well recently, I collaborated with the girl group NATURE and they came to my office and actually shopped around my makeup because I have TONS of makeup. It’s very fun to collaborate with girl groups. They all like makeup and are all interested in glam and pretty looks.
Q: Aside from K-Pop artists, are there any other artists that you would like to collaborate with or do their makeup?
A: I would really like to collaborate with comedians. I did a collaboration with Kim Sook-unnie, she’s a big comedian, and it was super fun. So If I had the chance, I would like to collaborate with more comedians in Korea.
Q: What are your thoughts on KCON? Did you ever think K-Pop and Korean culture and beauty would be so popular?
A: It’s my third time [at KCON]. The first time it was shocking to see people love K-Pop and K-Beauty but now it’s obvious and normal because people like it. It’s like a daily thing now.
Q: What are your must-have beauty products that you can’t live without?
A: So the first thing is the contouring kit from Amore Pacific, which is a little more greyish which would mimic the shadows of the face. I always want to look sculpted. I can’t live without it. The second thing is a cushion foundation. I’m recently into this one from Hera and right now Korea is so humid and hot, so I need a very matte and long lasting foundation and this cushion is perfect for the weather. The last thing is this glitter from Holika Holika. It’s very cheap in Korea and all the young and trendy people like sparkling makeup so I always recommend this.
Q: If you could only have three beauty products to live with for the rest of your life, what would it be?
A: First, this lip balm from Bobby Brown. I really love this. I’m always carrying it. It’s called Extra Lip Tint and it’s really moisturizing and tinted. So you can get a natural pink glow on your lips. Next is the contouring palette and cushion foundation.
Q: What are some makeup products that you’d like to recommend to our readers?
A: Korean makeup? Well trying cushion foundations. I think Korea has the best and many people are into it. People around the world are also interested in it because it’s very comfy and easy to use. Pick any cushion makeup from Korea.
Q: For the aspiring YouTubers and makeup artists out there, what is some advice that you can give to those who are wanting to pursue a career in this field?
A: These days in Korea it’s a big boom. Everyone is doing YouTube and it’s getting harder to become famous or be successful. But my advice is make videos frequently and don’t give too much energy in one video because you have to make a lot. People (nowadays) like iPhone videos more than movies because it’s on YouTube. Use your phone. Don’t buy expensive cameras and lighting. Make it creative and do it every day. That’s my tips for those who are starting their YouTube channel.
Q: Lastly, what are some things that fans and our readers can look forward to in the future?
A: Well, I’ll be at KCON Bangkok* and I’m planning on traveling all over the world to meet fans, more English speaking videos, not just subtitles.
On behalf of The Kraze, thank you to SSINNIM and her team for taking the time to hold this interview with us. You can keep with SSINNIM through her YouTube channel and Instagram.
YouTube Channel: https://www.youtube.com/user/Hines382
Instagram: @ssinnim
*Author’s note: The interview was done previously during KCON LA 2019, some events mentioned have already passed.