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Style & Beauty

How Leanne Ho, Singapore’s OG beauty influencer, started at 40 and keeps up with the Gen Z-ers at 51

Not your average beauty influencer, the 51-year-old behind the Instagram account @loveforskincare talks to CNA Lifestyle about her accidental career and how she keeps up with the Gen-Zers.

How Leanne Ho, Singapore’s OG beauty influencer, started at 40 and keeps up with the Gen Z-ers at 51

Singapore's OG beauty KOL Leanne Ho with Mariah Carey. (Photos: Leanne Ho)

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When you think about beauty influencers or key opinion leaders (KOL), lots of TikTok Gen Zs often come to mind. However, in Singapore, we have Leanne Ho. Better known as @loveforskincare on Instagram with 64.5k followers, the 51-year-old beauty lover and insider has been sharing her thoughts on skincare, makeup and wellness for the past 11 years on the social media platform since 2013.

A HAPPY ACCIDENT

Beauty key opinion leader, or KOL, Leanne Ho. (Photo: Leanne Ho)

Fun fact: Ho’s foray into this world was completely by accident. “I started with travel photos and was pretty active on this travel photo app called Gogobot. It was my sisters who suggested that I find a non-travel site to share my beauty-related photos, and that was how I started on Instagram.”

Scroll through Ho’s Instagram account and you’ll see beautiful products laid out meticulously telling a story of the moment.

“I’ve always enjoyed photography. For me, the creation process is a time to focus and express myself. I spend about two to four hours daily on flat lays, sharing the colours and visuals through my lens.”

Ho has always been interested in all things beauty. Her fondest beauty memory while growing up was watching her grandmother get ready for outings. “She wore red lipstick wherever she went, making sure that she looked her best always. It was this simple act that taught me that ‘self-care’ is a choice, no matter what age you are.”

She also picked up skincare tips from colleagues during her days as an air stewardess with Singapore Airlines – she spent 10 years with the national carrier and recalled spending her salary on pretty festive sets and limited edition products at Saks Fifth Avenue and Macy’s during her flights to New York.

Leanne Ho (left) with her Singapore Airlines colleagues. (Photo: Leanne Ho)
Leanne Ho filming a Singapore Airlines TVC. (Photo: Leanne Ho)
Leanne Ho (foreground) appeared in a Singapore Airlines calendar. (Photo: Leanne Ho)

But Ho’s interest isn’t just limited to the aesthetics. She’s genuinely intrigued by what goes on behind-the-scenes and loves meeting brand founders to gain more insights.

Leanne Ho on a press trip with Rene Furterer in Paris. (Photo: Leanne Ho)

Ho added: “I get excited over how a brand manages to connect their DNA with the audience, their success stories and winning formulas. I’ve watched brands come and go, saw how they’ve evolved through technology, while learning about ingredients used and their efforts in sustainability. And when I’m able to meet the brand founders and gain insights into their backstories or visit their production facilities, I feel even more fortunate.”

Leanne Ho in an SK-II campaign for the Singapore market. (Photo: Leanne Ho)

When it comes to creating content, Ho said that she draws inspiration from reading up on each brand, attending press events and reviewing new products. “I think of different ways and how best to present them. The process excites me. Content creation is like a workout session. I always find myself perspiring after I’ve finished taking my photos. But it feels so good after.”

FINDING HER PLACE IN AN EVER-EVOLVING SOCIAL MEDIA SCENE

Does Ho ever feel out of place with the growing number of much younger beauty content creators entering the scene? Not at all. In fact, she shared that she’s never felt threatened by age. “Ageing is a gift, it’s not a barrier. Besides I started this when I was 40, that was 11 years ago. I was always older than most.”

Ageing is a gift, it’s not a barrier. Besides I started this when I was 40. I was always older than most.
Leanne Ho with Cate Blanchett at an SK-II event. (Photo: Leanne Ho)

Ho added that everyone excels in their own way. “There’s much to learn from each other. It’s okay to be the ‘slow-(living)’ among the fast. I would like to believe that it helps balance the social media eco-system. I’ve found my own niche – to contribute to graceful ageing in this space.”

It’s why she doesn’t let the evolution of the social media game, such as the constantly changing algorithms, get her down. “My main strength is in doing flat lays. However, static shots are not de rigeur anymore; videos are the current mainstay. So I have to move with the times. It’s pushed me to learn new things and expand my creativity.”

So how does she keep up? “I don’t want to be consumed by social media, so I don’t seek it out intentionally. But I do get inspired by the accounts I see on my feed, such as photography accounts, latest tech or app features or even from other influencers sharing the latest happenings.”

And while she might try to incorporate what others tell her, she will never allow them to override her original intent. “It’s this focus that has allowed me to carry on. It would be tiring to try and keep up with trends all the time.”

ENSURING CONTENT CREATION LONGEVITY  

If there’s one thing Ho wants to be remembered through her beauty journey, it would be not to let age define her. She cited this as the reason behind why she’s been able to continue for over a decade.

“I feel thankful. Through my 40s to 50s, this journey has allowed me to express myself artistically. I have made many good friends and have an organically grown following that interacts with me in a meaningful way.”

For those thinking about going into beauty content creation, Ho’s advice is:

1. Ensure that your content has substance. “Chase living, not fame. Focusing on your own journey will set you apart and give others a reason to listen. I centred my core around graceful ageing and that has helped me through this decade of my life. As with most things in life, don’t chase or you’d run the risk of getting disappointed or worse, run out of stamina. Your effort must be sustainable.”

2. Take care of your mental health. “Set boundaries on what you want to share and what you’re prepared to be criticised for, because anything shared online lives forever.”

3. Know your priorities. “As with any job, manage your time for work, family and self. With content creation, the lines are often blurred. You might find nice photo opportunities during family time but be mindful to not let that take precedence over being present with your loved ones.”

LEANNE’S SECRETS TO GRACEFUL AGEING

1. Practise self-acceptance

It might sound strange, but Ho has daily conversations with herself. “I remind myself to flush out the negative while practising self-forgiveness and acceptance, because we are often hardest on ourselves.”

And yes, this includes accepting that ageing is a natural part of life. “I don’t aim to look younger but aim to look and feel good for my age.”

2. Make time for personal beauty rituals

Besides a diligent skincare routine, Ho also loves spritzing fragrance in the mornings before she goes to wake her kids. “I’d like to believe that waking up to a lovely scent helps them have a great start to the day ahead.” And at night, she unwinds with a lavender pillow mist and a night-time fragrance.

Self-care is a choice, no matter what age you are.

3. Never lose your sense of play

To Ho, this means surrounding herself with loved ones and establishing time for social activities and new projects – big or small. When Ho turned 50, she started “Leanne’s Project 50”, setting goals such as running a marathon, which she completed in May 2023.

“Be light-hearted and light-minded. Not everything you do or conversation you have needs to be heavy.”

Source: CNA/yy
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