Meet Nikki Cruz, the creative who continues to deliver a new sensory beauty content experience online. For this story, we dive into her relationship with beauty, including her skin-focused routine
Few things are quite as universal as the quiet curiosity of creating a strong digital presence. Perhaps it’s the allure of appealing materials or the mastery to turn numbers into sales. Who knows? The case is subjective. However, in a world that is becoming increasingly saturated with content, ones who standout are the natural-born storytellers who can artfully evoke emotions. And a personality who embodies that is Nikki Cruz.
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The Beauty Profile focuses on unique definitions of beauty and the everyday routines of inspiring personalities. This series presents honest and intimate conversations about one’s character, passions, and relationship with beauty. This is a space made for novices and enthusiasts alike.
For this story, we are putting the spotlight on Australian-based digital creative Nikki Cruz, the promising content creator who is making a mark in the global scene as she delivers a sensible experience through visually satisfying materials. We sat down and explored her relationship with beauty, her best-kept practices, and her growth as a creative.
Meet Nikki
“I watched a show called Fashion Bloggers back in 2015 and I was inspired by the women on the show,” Nikki Cruz recalled the exact moment that made her pursue her career. “I’ve always loved fashion and the beauty industry, and up until then, I didn’t know how to be a part of it and fit in. My parents bought me a camera that year for my birthday and I’ve been creating ever since.” It’s a given that the creative has made a name for herself with her intimate approach to content. However, what made Nikki Cruz one-of-a-kind is how she continuously proves that less is really more.
Perhaps it’s her unspoken affinity for minimalism. The truth is, her portfolio speaks volumes about her proficiency in remarkable product shots and visually-appealing swatches. “It’s fun! I get to be hands-on and make a mess. It’s like being in art class all day,” she enthusiastically describes what it really is like to focus on the beauty category.
Outside of work, the digital creative impressively manages her time and her business. “I’m a mom of three children, so that takes up pretty much all my day,” she explained. “I work in-between naps, at night, or when my partner gets home from work.” Nikki added, “I also have Common Edit that I run with my business partner, so juggling two businesses and my family, I don’t really have days off, but I love it!” But the artist admits that she still thrives to find time to recharge. Her way? “I recharge by going to the beach. Being outside, [breathing in] fresh air, and [being surrounded by] salt water gives me a mind, body, and soul reset. I’m all for nature’s nurture.”
On the life-changing lesson
As the conversation continues, the digital creative admitted that she is a true introvert. “I remember going to one of my first beauty events and I had a panic attack in the Uber on the way there,” she reminisced. “It took 30 minutes to calm myself down before I could walk in and mingle with people I had never met. The lesson from that was to not let the fear of looking stupid stop me from pursuing whatever it is I want to do.”
On her beauty relationship
Beauty is different for everyone. However, it’s undeniable that one’s perception reflects one’s character. And for Nikki Cruz? It’s skin-deep. “I think it’s a combination of qualities. Seeing someone who’s confident in themselves and is kind is what I find the most beautiful. That kind of beauty reaches beyond the physical aspect.”
Of course, it goes without saying that there is no such thing as a perfect relationship with beauty. “I think, hearing all the negative comments made about my appearance growing up as a teen, I learned to have tough skin,” the digital creative candidly shared her beauty struggles. “So when my acne is acting up or my eczema has come back to play. I can’t stress over it!”
However, as time went on, she began to find her own power in beauty. “I feel the most confident behind my camera, and the most beautiful after a visit to the hair salon,” she smiled when asked when she feels the most beautiful. “A fresh cut, wash, and blow wave, and I feel ready to walk down a runway—and by runway, I mean the walk back to my car!”
On her beauty routine
The digital creator’s routine reflects her easy approach to beauty. “If I complicate it or switch up too much, my skin starts to hate me. And since my job requires me to photograph makeup and skincare products on my skin, I want to keep it simple and let my skin breathe.” Nikki Cruz also gave us a look into her skin setup, starting with her rotation that consists of a moisturizer, eye cream, and sunscreen in the morning. Meanwhile, at night, she double cleanses before proceeding with her trusted serum, moisturizer, and eye cream. And like many of us, she treats her skin with a cult-favorite product. “A few nights a week, I’ll put a mask on.”
Elsewhere, she confessed, “I hardly wear makeup when I leave the house, but when I do, I use Rose Inc., Hourglass, and Merit. I feel those brands have products that are all about showing the best version of your unique self.”
On that one product that makes her confident
Speaking of top shelf products, the creative also revealed one beauty product that truly makes her feel confident. “Dewy and healthy looking skin is everything to me,” she punctuated. “So nothing beats Augustine’s Bader The Rich Cream.”
On her best advice
It’s tradition to close the story with an exchange of a beauty lesson. As we ended our chat, Nikki shared a classic beauty advice that one must never miss: “It’s not a lesson, but a rule—always wear sunscreen.”
Photos from NIKKI CRUZ (via Instagram)
