Who is Deborah Ruiz?

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Deborah Ruiz: Inspiring Young Latinas with ASMR, Beauty, and Authenticity

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Deborah Ruiz is a Miami-based Latina beauty creator whose work stands out in the crowded digital beauty space for its serene tone, genuine storytelling, and organization-centric content. She first gained recognition through her ASMR-style makeup organization videos, which now anchor her cross-platform presence. Ruiz doesn’t just apply makeup—she curates, categorizes, and reviews products with a calming energy that resonates deeply with her audience.

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Her background as a bilingual creator adds depth to her voice, allowing her to connect with young women who see themselves reflected in her story. She’s not just a content creator—she’s also an entrepreneur, with her own cosmetics line, Deborah Cosmetics. Her brand narrative seamlessly ties in her personal mission: to inspire little girls to dream big, love beauty, and find peace in routine.

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Ruiz has collaborated with some of the most recognizable brands in the beauty industry, including Maybelline, COVERGIRL, and L’Oréal Paris USA. These partnerships are built on authenticity and consistency—two traits that define her content across platforms. She’s tagged Maybelline more than 20 times, reflecting a long-standing collaboration rooted in mutual trust and aesthetic synergy.

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Her content avoids controversy and embraces joy. Whether she’s comparing concealers, organizing lipsticks, or filming a Mother’s Day beauty refresh, Ruiz keeps the tone light, friendly, and deeply personal. Her minimal political engagement and high brand safety make her ideal for wide-reaching campaigns in skincare, cosmetics, and lifestyle.

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An Influencer Active on Social Media

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Deborah Ruiz maintains a multi-platform presence with strong followings on Instagram (540.3K), YouTube (395K), and TikTok (300.3K), known for beauty tutorials, ASMR product organization, and branded collaborations.

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Deborah Ruiz's Social Media Strategy Analysis

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Instagram: Aesthetic Tutorials and Everyday Beauty in Focus

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Deborah Ruiz’s Instagram is her strongest platform, where she combines beauty education with personal storytelling. Her content is highly visual, featuring clean makeup looks, product tests, and soft-toned, ASMR-inspired edits. She posts regularly, maintaining a steady rhythm of 8 posts per month that keep her audience engaged. High-performing posts often include Maybelline tags and relatable captions that invite interaction.

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She has cultivated a vibrant yet soothing feed that aligns with beauty brand expectations. With over 540.3K followers and a 2.54% engagement rate, her community is both active and loyal. Even with a relatively modest post volume, her average engagement of 13.7K outperforms many peers. Deborah’s strongest engagement comes from side-by-side comparisons, how-tos, and seasonal themes (e.g. Mother’s Day, prom season).

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Her posting habits—twice a week at 2PM—may seem unusual, but the timing aligns with global beauty audiences and algorithm-friendly hours. Reels dominate her format strategy, offering bite-sized, loopable tutorials with visual captions and minimal text. She leverages both trending audio and brand-generated soundtracks, helping her content stay discoverable.

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Overall, Instagram is where Deborah blends performance and aesthetics most effectively. Her top posts consistently surpass 40K likes, with viewer sentiment centered around trust and relatability. This platform anchors her brand collaborations with Maybelline, Garnier, and COVERGIRL, where she seamlessly integrates product usage into lifestyle content.

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• Username: @deborahruiz
• Influence Score: 88.7/100
• Followers: 540.3K
• Activity: 8 posts/month
• Engagement Rate: 2.54%
• Growth: +0.81%
• Average Engagement: 13.7K
• Posting Habits: Twice a week at 2 PM EST

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YouTube: Evergreen ASMR Content and Product Education

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Deborah’s YouTube strategy is based on high-retention, evergreen ASMR beauty content. While she currently posts infrequently (0 videos/month), her existing videos continue to perform due to timeless content themes. Organization videos, in particular, remain relevant long after posting and are commonly discovered via search. Her top shorts include makeup dupe reviews, room cleanups, and product category breakdowns.

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Her approach emphasizes close-up product visuals, minimalist narration, and rhythmic editing to produce a calming viewer experience. Her most viewed short—an ASMR foundation drawer organization—has 65.7K views and 2.4K likes. This indicates an audience that values her thoughtful approach over fast-paced, trend-driven content. Her average engagement is low due to inactivity but remains respectable when measured on active posts.

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Deborah’s video titles are short, keyword-rich, and audience-first—optimized for YouTube Shorts visibility and product discovery. Captions are informative but simple, usually tagging a brand or highlighting a comparison without unnecessary filler. Her production quality is strong despite being creator-managed, giving her videos a consistent and professional aesthetic.

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Although not currently active on YouTube, the platform remains a high-value archive that reinforces her credibility and attracts brand interest. If reactivated, her channel could easily serve as a long-form counterpart to Instagram and TikTok, especially for product deep-dives and extended tutorials. It also provides an ideal base for future launches tied to Deborah Cosmetics.

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• Username: @DeborahRuiz
• Influence Score: 77.7/100
• Followers: 395K
• Activity: 0 videos/month
• Engagement Rate: 0%
• Growth: +0.16%
• Average Engagement: 0
• Posting Habits: Once a year at 8 PM EST

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TikTok: Viral Organization and Beauty ASMR That Captivates

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Deborah Ruiz’s TikTok presence is sharply tuned to visual satisfaction. Her videos featuring perfectly aligned lipstick drawers, foundation shelves, and color-coded palettes create instant virality. With 300.3K followers, her content leans into ASMR beauty organization, driven more by visuals and subtle audio than dialogue or trends. This has earned her standout results, including a video with 1.2M views and 77.1K likes.

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She posts around once per week at 3 PM, favoring clean transitions, top-down product views, and seamless categorization. Her voice is rarely featured—letting the layout, textures, and movement do the storytelling. This style differentiates her from typical beauty creators and has positioned her as a calming yet engaging presence in the TikTok beauty niche.

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Her most successful videos are minimal in text but heavy in aesthetic payoff. They show abundance—rows of concealers, stacks of blushes—but maintain an organized, inviting tone. Comments often praise her routine, precision, or product choices, indicating a viewer base that is aspirational yet relatable. Each video is also primed for discovery, using simple hooks like “let’s organize my…” or “these are all my…”

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TikTok is not only her fastest viral engine but also her best platform for cross-platform traffic. Viewers often discover her on TikTok before following her on Instagram or checking YouTube. With a 0.32% engagement rate and steady growth, this platform supports both brand collaborations and organic expansion into new demographics.

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• Username: @deborahruizglam
• Influence Score: 77.7/100
• Followers: 300.3K
• Activity: 0.8 videos/week
• Engagement Rate: 0.32%
• Growth: +0.69%
• Average Engagement: 956
• Posting Habits: Once a week at 3 PM EST

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Deborah Ruiz's Social Media Influence Summary

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Deborah Ruiz ranks in the top 1% on Instagram in the U.S. and the top 3% of beauty bloggers worldwide, showcasing her strong presence in the global beauty creator landscape.

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Learn more about the Favikon Methodology here

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Content Strategy: Organization, Calmness, and Latina Empowerment

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Deborah Ruiz’s content strategy is focused and consistent—rooted in organization, product education, and softness. She doesn’t aim for drama or spectacle. Instead, she curates content that feels calming, intimate, and aspirational. Whether it’s a dupe comparison or drawer reorganization, each post adds to a holistic experience of beauty and control.

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Reachability and Partnerships: Trusted by Beauty Giants

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Deborah is highly reachable and extremely brand-friendly. She has ongoing relationships with global cosmetics leaders including Maybelline (tagged 22x), COVERGIRL (17x), and L’Oréal (16x). Her network overview reveals frequent tagging of NYX, e.l.f., and Benefit Cosmetics, reflecting a diverse brand reach.

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Her estimated cost per post ranges between $5K and $10K, reflecting her multi-platform influence and long-standing brand credibility. She is an ideal candidate for paid collaborations, product seeding, and branded tutorials across Instagram, TikTok, and YouTube. Her minimal political engagement and high brand safety make her suitable for mainstream and premium partnerships alike.

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Conclusion: Empowering Beauty Through Calm, Color, and Connection

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Deborah Ruiz isn’t just organizing makeup—she’s organizing a movement. Through ASMR beauty content and relatable tutorials, she offers a safe and inspiring space for young women. With an authentic voice, strong brand ties, and a tone that resonates, she is one of the most promising beauty creators in the U.S. digital space today.

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