At 25, Carrie Wahu has built a name for herself in the world of content creation. She chooses to be authentic to herself rather than hopping on trends. In an interview with Nation Lifestyle, she shares how her journey unfolded and how her interpretation of fashion, beauty, hair and lifestyle has developed into digital content.

Who is Carrie Wahu, and what does she do?

I would describe myself as a digital content creator. I create from a place of feeling. I do not follow trends, and I do not have the pressure to constantly post. I do it my way and at my own pace. That is what makes my content authentic.

How long have you been creating content, and how has the journey been?

I started in April 2020, so it is six years now. That is actually crazy to say out loud. It doesn’t even feel that long. The journey has been life-changing. I have grown, learned a lot, and I have been able to create, which is what I truly love. It has been fun generally.

Outside of content creation, who is Carrie Wahu?

I am just a girl figuring out her twenties. But I am still me through all of it. I am someone who loves beauty, fashion, hair, and lifestyle. Those are pretty much my hobbies and my content pillars. They are genuinely who I am as a person.

WhatsApp Image 2026-04-22 at 11.58.33 — Natural hair blogger and social media influencer, Carrie Wahu.

Photo credit: Pool

Tell us about your education. Did you study something related to what you do now?

Ooh wow! I finished school last year. My frontal lobe has even fully developed now, so it has been a minute! I studied marketing and graduated from the Chartered Institute of Marketing. So yes, I would say it relates in some way, especially when it comes to understanding audiences and branding.

For someone discovering you today, how would you describe exactly what you do?

That is a good question. I would say I am creating art. I am expressing myself online. My content is an extension of who I am as a person. I am an artist, and the internet is just where my art lives right now. I am very intentional about what I put out, and I tell stories through my content.

Your content covers beauty, fashion, and lifestyle. How did you land on that focus?

Like I said, those are my hobbies and interests as a person, so they naturally became the things I create around. I tried exploring different types of content in the beginning, but this is what stuck, and I genuinely enjoy it.

You have grown from a local creator to someone with a much bigger reach. What do you think made that happen?

Honestly, it is just about consistency and being true to myself. I cannot point to one big turning point or one specific moment where everything changed. It has been more of a slow, steady build from pouring love into my work and showing up as I am. And I have learnt not to compare my journey to anyone else’s.
How do you stay authentic when you are also creating content for brands?
For me, there is no difference. The content I create for brands is still an extension of who I am, because I only work with brands that are aligned with me in the first place. I have not changed my personal content or my brand content.

So when a brand approaches you, what are the key things you look for before saying yes?

The first thing I look for is alignment: whether the brand is aligned with who I am, what I stand for, and my values. And of course, whether I actually use or would use the product. That part is very important to me. The second thing is creative freedom. I love it when a brand trusts me enough to create freely, or at least gives me the space to share my ideas and my input.

You have worked with Sprite for some time now. What has made that partnership stand out?

It has been really easy to connect with the brand, not just on a professional level but personally too; it just feels light, expressive and youthful. When we worked on the recent campaign, I leaned into being spontaneous, into moments that felt fresh, which ties directly into what the campaign was about.

WhatsApp Image 2026-04-22 at 11.57.39 — Natural hair blogger and social media influencer, Carrie Wahu.

Photo credit: Pool

What type of content do you most enjoy creating right now?

Right now, I am really drawn to long-form content. I want to focus much more on my YouTube channel. I do not think I have been as consistent there as I want to be, but I am getting back into it. YouTube gives me the space to express myself more freely, and it feeds into my love of storytelling. I have these videos I call ‘time capsules’, where I share bits and pieces of my thoughts – how I am feeling, what I am going through – and I weave them together in a way that I think makes a really interesting watch.

Why do you keep your personal life away from social media? Your content is always focused on your creative work.

I think it is just important to have a strong sense of self outside of social media. Having a life outside of the apps is something I value deeply. I focus on self-love and on building a healthy self-concept, and that has been something I have worked on over the years. It has helped me stay steady no matter what is happening online. Not everything needs to be shared. Some things are just for me, and I am completely at peace with that.

What are some of the challenges you have faced as a content creator?

Honestly, I would have to really sit and think through that one. I do not carry my challenges loudly. I think the biggest thing you learn over time is just how to protect your energy by not comparing yourself to others, wondering if your work is good enough, and the pressure you can sometimes put on yourself without even realising it. Those things creep in quietly. But I have learnt to just come back to myself, come back to why I started, and keep going. That has been the process.

There has been a conversation about your dressing. How do you personally view your style and self-expression?

My style is fun, it is unique, it is creative, it is cool, and it is its own form of art. Right now, I am really loving boots, baggy jeans, and lots of accessories – mini bracelets, jewellery. I want to jingle, I need you to hear me coming before you see me!

What is the one thing you never leave the house without, and what do you spend most on?

Ooh my! I can’t leave the house without my lip gloss. Non-negotiable. Fashion for me is an extension of me. Literally, down to my nails. So I spend more on my fashion and style. It is tied to how I am feeling on any given day, how I want to be seen, and what energy I am carrying.

Has your dressing ever caused tension with your parents or people close to you?

No, not at all. I am very lucky in that sense. I have support from my family and the people around me, and that means everything to me.

Do you ever hold back or feel pressure about what you post? And how do you stay confident in your choices?

Not really. I think through everything I put out, so I feel very aligned with my content. If something does not feel right, I simply will not post it. I have full control over what I share. When you know who you are, it becomes so much easier to show up as yourself online without fear.

How do you deal with negative comments or criticism about your content?

I focus on love. That is literally it. There is so much love that comes from the people who genuinely enjoy what I create, and that is where I choose to put my energy and my attention.

How do you actually make money as a content creator?

Well, there are so many different ways, and it really depends on who you are and what you are building. For me, brand deals and partnerships are a big part of it. Some creators do TikTok Lives. Some run events. Some start their own businesses and product lines. The options are out there. You just have to figure out what makes sense for your platform and your audience. I believe there is space for everyone to find their own path.

What advice would you give to creators who are just starting out and want to attract deals?

Focus on building a strong identity first. Make sure that even in the early days, your work has a clear sense of who you are. That is what brands eventually come looking for. Also, be very patient. This takes time, and it does not happen overnight for most people. And speaking from personal experience, shoot your shots. My very first brand deal was not a brand approaching me. It was me sitting down and sending messages to different brands, just putting myself out there. Jumia was one of the first brands that said yes, and I was over the moon. I felt so seen. So do not wait for brands to find you. Make sure they can see you. You never know where one ‘yes’ can take you.

Finally, looking ahead, how do you see yourself evolving, especially in terms of your brand, style, and life when you are older, say around 40?

We will have to wait and see. Life has a way of taking you places you did not plan, and I have learned to be okay with that. But what I do know is that I am still creating. In whatever shape, way, or form, I hope I am still making things, still telling stories, and expressing myself. That is the one constant thing I want to carry with me, no matter how many years go by or how much things change around me.

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