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Emily LulaMay: Empowering Beauty and Self-Care Through Relatable Storytelling

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Emily LulaMay is a beauty and lifestyle creator known for her soft-spoken content centered around personal care and fragrance layering. Her content is a mix of soothing voiceovers, minimalist visuals, and early-morning routines—typically filmed with natural light and warm tones. She has built a loyal following by consistently framing her social media as a “safe space for the girlies,” creating emotional resonance with young women who value calm and structure. Her TikToks often include fragrance hauls and EOS lip balm rituals, making product intimacy a defining part of her style.

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She doesn’t chase viral trends; instead, Emily sticks to familiar rhythms—daily TikToks at 4 PM EST, casual GRWM videos, and voiceover-led product recommendations. Her content rarely deviates from this template, which has become a key part of her online identity. It’s not about experimentation—it’s about showing up exactly the way her audience expects. This consistency has earned her high engagement despite 0% follower growth, showing that retention is her strength.

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Emily’s audience is young, primarily female, and highly responsive to beauty-focused content without heavy filters or edits. Her presence leans into quiet influence—she doesn't rely on bold aesthetics or dramatic transformations, but rather on subtlety and routine. Even her partnerships reflect this: she consistently features brands like Vaseline, Kayali Fragrances, and Bath & Body Works, choosing products that blend seamlessly into her rituals. Her ability to integrate sponsored content without disrupting her flow is one of her strongest assets.

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She is not politically vocal and avoids controversy entirely—her profiles are rated “Safe” and “Uninvolved,” with no content that veers into social commentary. This makes her especially appealing for brands looking to partner with creators who prioritize brand safety and predictability. Emily doesn’t aim to entertain in the traditional sense; she comforts. That makes her niche, but very effective in it.

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An Influencer Active on Social Media

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Emily is active on TikTok (1.7M followers), Instagram (200.2K followers), and YouTube (176K subscribers). She posts almost daily on TikTok, 3x a week on Instagram, and once a week on YouTube. Her reach and authority are strongest on TikTok, where she ranks in the Top 2% worldwide.

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Emily's Social Media Strategy Analysis

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TikTok: Emily’s Mainstage for Wellness Content

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Emily LulaMay treats TikTok like a daily ritual. She posts every morning at 4 PM EST, a highly specific time that her followers now associate with her brand. Her audience knows exactly when to expect her, and this consistency creates a sense of routine and trust. Her video formats are repetitive in a strategic way—often showcasing her fragrance of the day or lip balm application.

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She rarely uses trending sounds or dances—instead, she sticks to calm voiceovers and slow edits that mirror her real-life pace. This makes her content feel more personal than performative. Her visual style never shifts too far: soft lighting, clean backgrounds, and tight framing that keeps the focus on products or her face. She prioritizes texture and subtlety over fast cuts or gimmicks.

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Her average video engagement (33K) and views (253K) reflect strong retention rather than viral spikes. Despite showing 0% follower growth, her audience is highly responsive, commenting with emojis, affirmations, and calling her their “comfort creator.” Her fragrance content, in particular, has become signature—layering tips, scent descriptions, and product suggestions delivered like a trusted friend.

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Emily’s TikTok prioritizes emotional connection over virality, creating a sense of familiarity that keeps followers coming back. Her page functions more like a digital diary than a marketing channel, inviting viewers into her daily routines without forcing trends. This steady, personal approach makes her an ideal partner for brands like EOS and Vaseline, whose products naturally fit into her content without disrupting the flow.

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• ‍Username: @emilylulamay‍
• Influence Score: 88.4/100‍
• Followers: 1.7M‍
• Activity: 6.7 videos/week‍
• Engagement Rate: 1.94%‍
• Growth: 0% (30-day)‍
• Average Engagement: 33K‍
• Posting Habits: Daily at 4 PM EST

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Instagram: The Visual Diary of a Beauty Creator

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Emily uses Instagram to reinforce her personal branding through polished, cohesive visuals. Her feed is pastel-toned, glow-lit, and emotionally warm—echoing the same energy as her TikToks but in a more curated format. She posts three times a week at 6 PM EST, syncing with her audience’s morning routine, when they’re likely to scroll with coffee in hand. Her recent 200K milestone post, complete with a handwritten “200K” cake, is a perfect example of her community-first tone.

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She speaks to her followers like close friends, often using terms like “besties” and “so grateful.” Her captions are short but heartfelt, written in lowercase and full of pink heart emojis. She often shares behind-the-scenes snippets of her content setup, PR boxes, or bedtime routines—things that make her community feel included and seen. It's not high fashion or aspirational—it’s familiarity that works.

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While her engagement rate here (2.9%) is higher than TikTok, the content is slower-paced and less frequent. Posts average 5.8K engagements and 148.1K views, indicating that her visuals resonate well beyond the grid. Brand tags are clean and visible—she doesn’t overstuff content with hashtags or promos. Everything is embedded naturally in her story.

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Emily uses Instagram as her main communication hub for key updates, milestones, and product mentions. From celebrating follower milestones to hinting at upcoming collaborations, each post is carefully styled to match her soft, polished aesthetic. It’s the platform where she’s most deliberate, offering curated visuals that reinforce the calming, feminine tone of her overall brand.

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• ‍Username: @emilylulamay‍
• Influence Score: 83.7/100‍
• Followers: 200.2K‍
• Activity: 13 posts/month‍
• Engagement Rate: 2.9%‍
• Growth: 0% (30-day)‍
• Average Engagement: 5.8K‍
• Posting Habits: 3x/week at 6 PM EST

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YouTube: A Passive But Loyal Channel

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Emily’s YouTube presence is her most low-key, but still relevant to her overall ecosystem. With only 2.6 videos posted per month, this platform feels like a bonus for her most loyal fans rather than a growth tool. Her uploads are long-form versions of her TikTok rituals—morning routines, nighttime wind-downs, or monthly product faves. It’s the same softness, just stretched out over 5 to 10 minutes.

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Her video thumbnails are simple, with minimal text, and she avoids exaggerated titles or capital-letter hooks. Instead, her titles are descriptive and calming, often formatted like: “soft morning routine ft. new fragrance” or “realistic get ready with me.” She avoids loud intros or editing gimmicks and sticks to minimal music, soft lighting, and solo narration.

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The average views 40.6K and engagements 2.2K per video show that she retains a strong subset of her audience on this platform. Most comments echo what’s seen across her other channels—viewers describe her videos as “comforting,” “safe,” and “like FaceTiming a friend.” Her growth is again flat here, but it doesn’t impact her presence or perception.

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Emily’s YouTube channel functions more as a brand anchor than a growth engine, offering a stable space for her most devoted followers. Her videos feel slower, more reflective, and intentionally personal—often diving deeper into routines or product experiences. Though she posts infrequently, each upload aligns seamlessly with her identity, reinforcing the consistency that defines her entire content strategy.

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• ‍Username: @emilylulamay‍
• Influence Score: 76.4/100‍
• Followers: 176K‍
• Activity: 2.6 videos/month‍
• Engagement Rate: 1.24%‍
• Growth: 0% (30-day)‍
• Average Engagement: 2.2K‍
• Posting Habits: Weekly at 7 PM EST

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Emily LulaMay’s Social Media Influence Summary

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Emily LulaMay holds an Favikon Influence Score of 8,889 points, ranking in the Top 2% for Video Entertainment in the U.S. and the Top 1% globally in the same category. She’s also among the Top 3% of TikTok creators in the U.S., with strong engagement metrics across all three of her platforms.

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Learn more about the Favikon Methodology here

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Content Strategy: Comfort-Driven and Relatable

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Emily’s strategy centers on relatability, consistency, and emotional warmth. She doesn’t overproduce her content—instead, she invites her audience into her day with simple routines, soft lighting, and early morning vibes. This makes her perfect for campaigns that value tone over flash. Each post feels like a check-in. Whether she’s applying body lotion or sipping tea, Emily turns small moments into stories. Her beauty and wellness partnerships benefit from this format because the content doesn't break character—it fits neatly into her narrative.

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Reachability and Partnerships

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Emily LulaMay is highly reachable for partnerships, with a clear campaign rhythm and structured posting habits across platforms. She charges an estimated $5K per post, reflecting her strong influence in the beauty and wellness space. Her content is fully brand-safe, politically uninvolved, and emotionally warm—ideal for companies that want guaranteed alignment without controversy. Past collaborations with Kayali Fragrances, Vaseline, and Bath & Body Works show her preference for beauty products that can be naturally integrated into her routines.

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She tags brand partners clearly, keeps her captions heartfelt and concise, and avoids over-promoting inorganically. Her audience often comments with affirmations and emojis, making campaigns feel more like peer recommendations than ads. With no signs of over-saturation or platform hopping, Emily is selective but consistent in her partnerships. For brands seeking long-term visibility inside everyday beauty habits, she’s an ideal low-risk, high-loyalty collaborator.

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Conclusion: A Consistent Voice in Beauty and Wellness

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Emily LulaMay has carved a niche where personal care meets emotional resonance. Her platforms are safe, vibrant, and product-friendly—ideal for brands looking to embed into daily rituals. She may not be the loudest creator in her space, but she’s among the most consistent. From high output on TikTok to visual storytelling on Instagram, Emily strikes the right balance between influence and intimacy.

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