Camila Coelho Finds The Freedom In Creating

CAMILA COELHO IS THE ULTIMATE MULTI-HYPHENATE: AS ONE OF THE FIRST-EVER CONTENT CREATORS, THERE’S NOTHING THIS SUCCESSFUL FOUNDER AND DEVOTED MOTHER CAN’T DO.

BY ADRIENNE FAUROTE

PHOTOGRAPHY DIEGO MENDOZA

STYLING CHARLIE RINCON

ART DIRECTION NACHO JIMÉNEZ

HAIR DAFNE EVANGELISTA AT PEECHY GROUP

MAKEUP BARBARA MOURA AT PEECHY GROUP

CREATIVE PRODUCTION BRANDEN CANLAS

PHOTO ASSISTANT JUNIOR ROJAS

STYLING ASSISTANT LUCIANA DEL CASTILLO

SHOT ON LOCATION AT THE MIAMI BEACH EDITION

Miami was made for Camila Coelho. From the moment our photoshoot began on the iconic stretches of South Beach, it felt like the Brazilian American fashion and beauty entrepreneur extraordinaire had been living in Miami her whole life — and not just for the past three years, which is when she made Miami her permanent home (a move she refers to as the best decision of her life). Miami has become the epicenter of fashion, beauty, and culture, making it a fitting home for Coelho and the brand she has cultivated.

Coelho is what you would call an OG (an original) in the ever-evolving world of content creation. Over the last 10-plus years, she has become one of the world’s biggest creators, carving her own path in what was brand-new territory back in 2010. Coelho has since turned into a global social phenomenon, garnering the attention of over 15 million loyal followers across her social platforms. One of the first to break through in the new media landscape of content creation, Coelho has been seen front row at fashion shows like Fendi and Louis Vuitton, and has built lasting relationships with brands such as Bulgari and Kérastase.

With so many impressive accomplishments in an industry that is still intimidating, I can’t help but ask her what her ‘pinch me’ moments have been over the years. For her, it all still feels surreal. “Because I never expected a career from posting online, I am constantly thinking, am I really living this? Is this real?” she admits.

“Absolutely nothing is taken for granted,” she continues. “There have been so many unique experiences, but if I had to name a few, they would be: sitting front row at the Dior Haute Couture show in Paris in 2014; my first magazine cover for Glamour Brazil in 2015; and going to the 2019 Met Gala with Diane Von Fürstenberg.” As Coelho reflects on attending the Met Gala, it is clear it is still a special moment for her. “To this day, I still think about being at the Met Gala and how I first started in the industry; it’s crazy,” she says with a smile.

Though there is absolutely no doubt that in regard to her work ethic (we will get to the many, many roles Coelho plays in the act of life), being a voice in the fashion and beauty industry seems to come to her naturally. In fact, this passion-turned-career has been intrinsically woven into her life since day one. “My mom has footage of me as a little girl, brushing my hair, putting on lipstick, and so on. I remember when we would go out, I would have to choose my own outfits,” Coelho reveals before teasing that her two-year-old son now does the same — her personal karma. “I always loved dressing up,” she continues.

“My grandmother was my biggest source of inspiration because she was always done up; even when cooking in the kitchen, her hair would be done, and she would have a cute outfit on. I always looked up to her,” Coelho remembers.

For Coelho, the start of her content creation began out of curiosity and exploration — the most dominant driving forces. “When I started in 2010 (first with beauty), social media was not the way it is today, and having a career in social media was unthinkable. So, I started posting on YouTube as a hobby and I had so much engagement because what I was doing was new. Then, before Instagram was even out, I began my blog, where I began posting more fashion and ‘looks of the day,’” she explains.

But what really catapulted Coelho to the next level was her boldness. She knew brands were never going to understand her as a blogger if she wasn’t putting herself on the playing field — she knew her turning point would be attending one of the prestigious fashion weeks in New York, London, Milan, or Paris.

And to her surprise, the first city to say ‘yes’ to Coelho was London. “I remember going to the Burberry show; I didn’t even have a seat, but you know, I was so happy standing at that show — it was such a big brand, and I was so grateful,” Coelho recalls, also drawing a parallel to today’s social landscape. “Now, you see everyone doing everything, so you immediately want to start sitting in the front row. It didn’t work like that back then; every little step was such an accomplishment for me.”

When you’re one of the first to do something, as Coelho was, it’s easy to look back and reminisce on how it once used to be — especially as the industry is rapidly evolving. But she also sees all the positives in the fast-paced environment of creating today. “The shift today is that content is faster, more real, and rawer; followers appreciate the realness. It’s the effect of the new generation, where everything just moves so fast compared to how it used to be when posts were more thoughtful and editorial, focusing on the overall aesthetic,” she explains.

But, as always, good things take time. For Coelho, time means respect and freedom. “Brands have shifted. They are more open to letting the creators create, and there is less of a brief, especially as I have more long-term relationships. I love how it has evolved — there’s more creative freedom,” Coelho reveals.

As Coelho continues to create her own course in life, her followers are growing up with her. In fact, they took a huge leap with her when Coelho decided to start two brands: her namesake ready-to-wear brand, Camila Coelho Collection (CCC), and her clean beauty line, Elaluz, which continuously sells out. Stepping into the founder role, Coelho knew she had to shift her energy.

“Honestly, I was always scared to create my own brand,” she admits. “I always wondered, how am I going to do it, are people going to like it, and so on — you have so many things to be scared about. One day, in 2018, I was talking to my friend Jen Atkin [a serial entrepreneur herself, who launched mega haircare brands like Mane and Ouai], and she told me: ‘Camila, entrepreneurs don’t get scared, and there is no such thing as waiting too long.’”

So, in 2019, Coelho launched CCC, which became an instant success, followed by Elaluz in 2020, amidst a global pandemic — also an incredible success. At this point, I can’t help but wonder what her secret is.

The answer? Hard work. “I am not going to play it cool — it is scary,” Coelho says. “[Starting a brand] is a huge learning process. Actually, that is what I have learned and the advice I would give: you don’t have to know it all, you need to find a strong team to do the things you don’t know how to do at that time. And eventually, you will learn them and the process.

“At the beginning, I did not know how to create a beauty product or where to even start,” she continues. “Is it the product that comes first? In fashion, is it the fabric or the design? I have learned so much through the years. It has been amazing. Now, I am confident.”

And while Coelho has stellar teams in place, she’s still very much hands-on with her brands, showing up as the founder, the designer, the model, the tester — you name it.

A more recent accolade on her impressive list is the best one yet: Mom.

Coelho was blessed with a beautiful baby boy in 2022, a dream she has long had. “I have dreamt of being a mother since I was very young. I have always loved kids. Being a mom was my biggest dream — and it was something I knew could be hard because I have epilepsy — and I am grateful I have a healthy child. Because of this, I know all of my struggles. I took everything — the pregnancy, before, during, postpartum — with a great sense of gratitude,” explains Coelho.

Coelho’s journey as a mother is perhaps the most inspiring yet. “It is not easy, I don’t want to fantasize it,” Coelho says, “But, it’s the best thing in the world. I love being a present mom.” She is now juggling the game of life as she prioritizes being a mom, first and foremost, without forgetting about her other ‘children’ — her brands.

“Going back to work was challenging because you want to work, but you also want to be with your child. I tried to learn as I went. It is OK if Icannot be there all the time, but in the moments I am there, I am 100 percent with him,” she says of finding a balance between her travel schedule and motherhood. “Today, I truly feel proud of myself. To be a businesswoman, a founder, and a great mom, you have to count on the people you have around you and trust them. But most importantly, you have to make sure you are there fully for your child. It is not about how much time, it is about quality time.”

Indeed, it is all about the little moments that have a big meaning as Coelho recounts her latest story with her baby as she just returned from a CCC brand trip, and her son said, ‘”Mommy, I missed you and ti amo [I love you in Portuguese]. ’” A simple phrase that melted her heart.

Speaking of which, Coelho has one of the best hearts, which she pours into each facet of her dynamic career. Perhaps that is the secret behind her success. She understands that the bigger your number [of followers on social media], the bigger your responsibility. “I always want to inspire my followers, and when I post, I always think, what I am going to say is going to impact other people, so lead with inspiration,” she says. “I use my social media to inspire.”

Coelho has once again evolved her platform into a different kind of creation: helping others beyond fashion advice and beauty tips. She now serves as a board member of the Epilepsy Foundation, raising awareness of the condition from which she was diagnosed at a young age, as well as coming together with Martha Graeff in Miami for The Bazaar For Good, comprised of more than 30 women with a strong social media presence who use their voice to speak up in favor of disadvantaged children. This year, The Bazaar For Good raised an impressive $700,000 in support of low-income children in Brazil.

As I speak with Coelho about the days before Instagram and the balancing act of motherhood, it dawns on me what makes Camila Coelho, well, Camila Coelho, is that she creates with intention and confidence, which she herself puts best: “Always trust your gut and instincts [when it comes to whatever you are pursuing], and once you do, be strong in your decisions.”