Building a Beauty Brand with Kristina Hernandez One Shot at a Time
By Kelli Luu | 24 May, 2025

Kristina Hernandez shares how she built her photography brand By Kristina Studio while accumulating 55 thousand subscribers on her YouTube Channel.

Transcript below: 

Kelli Luu (00:00.098)

With over 55,000 subscribers on YouTube and nearly 12 million views, Kristina Hernandez from By Kristina Studio has created a signature space in the beauty world with her informational videos and aesthetic product shots. Today, we get to have a look into how she built her brand and what exactly goes on behind it. Hi, Kristina.

Hey Kelli, how are you?

I'm good, thank you so much for being with us today. I really wanna get into just the whole journey, okay? So let's start with what inspired you to start making beauty content and establishing By Kristina Studio.

Yeah, so I started uploading on YouTube about eight years ago, going on to nine years later on this year. honestly, the thing that started or made me want to do it was I was an avid YouTube watcher as everyone was back then. And I noticed that there just wasn't a lot of representation for people that looked like me with my complexion and my background. And I love the YouTube space. And I got to a point where I was kind of like, why can't I just

do swatch videos. Like I started with the lipstick products and I was like, why don't I just do it? Why don't I just start like filming videos so people like me can see someone that looks like them on YouTube. And that's kind of where it all snowballed.

Kelli Luu (01:16.608)

I love that. We kind of struggled seeing Asian representation growing up, especially the only person I can really name was Michelle Phan and her sister, know, and those were the big ones. did you go to school for photography? Because I know you're a photographer, right?

So I actually did not go to school for photography. I went to school for marketing and advertising, a concentration on advertising. I went into corporate actually right after college. I worked in corporate for about four years and I did YouTube on the side, but I always knew that I didn't want to stay in corporate. A lot of people I think are like that, that start with content creation.

And around the pandemic is when I finally decided, okay, let me do a pivot, but I didn't do a full pivot into content creation. I started photography. I had a little bit of background there. So I did a ton of product photography. So brands like makeup, skincare brands.

I would take photos of their advertising for their products and I was still doing YouTube on the side and then about two years into that, I decided, okay, let me just do content creation full time and that's where I am now.

Okay, so were you kind of doing UGC content?

Kristina Hernandez (02:27.746)

Almost. It was for advertising for their websites, for their Instagrams. It's like the professional photography that you see on like the boxes and the...

Okay, wow. I know you said you were in corporate. What exactly were you doing before like the content creation and stuff?

Yeah, I was in communications and my way up in my company and I started video production and design. So I did graphic design, all the video production for my company. And that's why it felt so organic to go into photography. I was too scared to do the content creation right off the bat, leaving corporate. So it was kind of like my gateway into entrepreneurship.

nice, awesome. Okay. So I'm gonna get into like the whole YouTube thing. It's a completely different platform than something like Instagram and TikTok. Is it difficult staying consistent on YouTube? I saw you literally just posted a video this morning.

Yeah, it definitely is. think that long form and short form, they're completely different beasts. I hear all the time people that start on TikTok and Instagram, it's so hard for them to go long form. I'm actually the opposite. It's so hard for me to go short form because I'm so used to YouTube.

Kelli Luu (03:37.176)

Yeah, I know you can talk way more. You have an audience. I feel like that kind of has a larger attention span almost on YouTube. How do you think of new ideas when it comes to your videos? Like even that thinking process is completely different.

Yeah, I would say that's actually probably the toughest part. I kind of have myself in a little bit of a routine where I have like series going on. So I'll do curving makeup cravings where I talk about new makeup while putting old makeup on. So I have that. I'm doing a project pan currently. So those are kind of like the routine videos and it's really the new concepts that are a little difficult. Honestly, when I think of something new, I'll jot it down on my notes app because I'm like, I will forget this.

hour if I don't write this down. And I've been able to create a community of friends that also make content and just kind of bouncing off ideas from them and just having conversations with them, talking about the makeup industry and where it's going. That definitely gives me a lot of inspiration.

Okay, so do you ever feel pressure to keep up with trends on YouTube?

my gosh, all the time. It's really, it's mainly the trends that are on TikTok and Instagram. I feel like I, I don't want to say an older generation. Yeah, sometimes the trends, I feel like they just don't feel as genuine to me and.

Kristina Hernandez (04:59.276)

the things that I'm interested in. And sometimes I'm a little bit more interested in the longevity of things versus becoming viral. So I definitely feel that pressure to follow some of the fun viral trendy things. And if it feels organic, then I'll do it. But if not, you know, those things are fleeting anyways, and I'd rather attract the right community and people.

55,000 subscribers is impressive on YouTube. Was there ever a point where this growth kind of like plateaued and if so, how did you push through it?

Yeah, I feel like I had a bit of a plateau when I was working corporate just because, you know, I'm sure like so many people out there, a lot of us start off content creation on the side and it's exhausting. Having a nine to five and then going home to then do like your nine to midnight type of job, it's a lot to handle. So I definitely fell off for a little bit. I feel like throughout my whole YouTube career, there was about a five to six month span that

I really wasn't posting much because I just had such a block. But I think that as unfortunate as it is, having that eye-opening experience of going home and having to work from home during COVID and really reevaluating like, okay, what do I actually want to be doing with my life? That really helped me push myself into overdrive and be more consistent and want to actually make something out of it.

Okay, so you kind of like really took it seriously during COVID.

Kristina Hernandez (06:34.976)

Yeah, I would say probably 2021 is when I was like, okay, let's do it. Okay.

That's pretty recent. That's awesome. Is there anything you kind of wish that you did on YouTube earlier that you think that would have helped you grow faster?

Good question. well, I think that a big one for me was that I was so scared to kind of think outside the box. So for a long time, I was just talking about new releases, new foundations, doing wear tests, you know, whole collection swatches, that was my whole thing. And I really wish that I had kind of branched out a little bit sooner. Now I'm doing a lot more opinionated content, like videos where

I'm talking about my thoughts on new releases, what I don't want and the things that I feel like brands could be doing better. I kind of wish that I started doing that sooner because it lets me show a little bit more of my personality and my thoughts instead of doing just the salesy, this is a new launch type of thing.

It's more genuine content.

Kristina Hernandez (07:35.126)

Yeah, and they're things that I genuinely enjoy filming.

Okay, cool. Was there a specific video that really helped take things off for you?

So I actually posted this beachy wave tutorial video years and years ago. At the time I was doing mainly makeup and I was like, well, let me go ahead and start talking about some skincare. Let me talk about some hair care. And that video has, I think now over a million views or so, but that one definitely, saw a lot of growth come out of it. And I tried to kind of ride that wave and do more hair videos, but.

It's funny how the YouTube algorithm kind of caters and sometimes it's like this video is going to do so great. And then the next hair video is like, maybe not.

Right, interesting. Can you tell me what the key is to taking non-cheesy beauty shots? Especially for like all the UGC people out there. What's the secret?

Kristina Hernandez (08:31.99)

Wait, okay, what do you consider as a cheesy makeup shot?

So like, I feel like for me, a cheesy beauty shot would be just like holding it in the sun with like a little light reflection on it. Like, how could I make that a little bit better?

That's a great question. know, sometimes I look at my footage and I'm like, yeah, we're not using that. is me. Where it's like so, so super, not superficial. What's the word? Like it's just so influencer of me, I guess. But I don't know. That's a great question. I really like getting B-roll shots of products actually being used. Like let the viewer really see what it's going to look like in use.

because it helps them imagine like, okay, if I bought that, this is how it's gonna look, this is how it's gonna apply. And I just like playing with angles and I also really like zooming in and being a little bit more creative. Like you can take the most basic shot and just a zoom in will make it look a little bit more aesthetic, I guess.

Okay, so the zoom in trick. Okay, I'll take note of that. Can you give me your two go-to tips when you're shooting like your actual YouTube beauty content?

Kristina Hernandez (09:45.678)

Yeah, always make sure that your lighting is good. I feel like lighting is the key to, you you can have the best information in the world, but in those first like three to five seconds, when someone clicks in, if your lighting is bad, if your audio is bad, it's just a lot harder for people to sit through a 30 minute video like that. So lighting is definitely key. And also I have learned for myself, I know not everyone is like this and it's taken me a long time to figure this out.

But I really like to kind of bullet point outline what I'm going to talk about because if I don't, I will ramble forever. then the editing process is just a beast. It will take me forever if I don't have like my key points outlined.

Okay. So you kind of write a script or just.

I would say it's a little bit like a script. It's kind of my thoughts. Like as I'm testing products out, I'll jot it down and I'll jot down my first impressions and then I'll revisit that and kind of button it up a little bit before I start filming so I know what I'm thinking of, you know, like so I know where my head's going.

Okay, so for somebody who has like no gear at all, let's say they just have their phone, what do you think is the bare minimum they need to create scroll stopping shots?

Kristina Hernandez (11:02.678)

I'm definitely all about the lighting. That is something that I've learned from my photography and videography background when I started my company. Lighting is truly everything. I definitely think a really interesting hook, like I learned recently visual, audio, and text is so important in those first three to five seconds. That's really what will interest people. That's what makes me stop scrolling.

Yeah, definitely. Okay, she's saying so the first three to five seconds are the most important. Even on YouTube.

For sure, yeah. I would say it's not as important because people are clicking in knowing how much time they're gonna spend in that video. I see. think that first 45 seconds introducing the video concept instead of doing a whole, hi guys, this is my channel, make sure to subscribe, dah, dah, dah. I think it's way more important to lay the scene of the video in those first 45 seconds in a YouTube video.

Got it. You have reviewed a lot of beauty products. You give me your top three holy grails for makeup that you would recommend to anyone.

my gosh, that's tough. Are we talking specific product or like category?

Kelli Luu (12:17.486)

Okay, we can do category. Let's do just base. What are your three holy grails for the best base to start off with in your makeup?

Yeah. Okay. Actually. No. Okay. I will talk about specific products because yeah, go for it. Okay. So some holy grails for me. I love for full coverage, the house labs, tri-clone skin tech foundation. Okay. If you're looking full coverage, it still feels lightweight and it gives you like a natural shine, but it's not too much, especially for us oily people for a great summer one CL protect in what is it called?

I didn't care.

Kristina Hernandez (12:55.02)

CL tint and protect, I think is their skin tint. Amazing. It's a mineral sunscreen, so it's non-irritating. And that's like my go-to for the summer, because it's super lightweight.

Does it, that one do like, does it cover up like scars and stuff?

Oh my gosh. Yes. It was such good. Yes. And there's no white cast, which is incredible. It's so worth it. It's a little pricey, but it's definitely worth it. And as far as concealers, I am a Colfee main match concealer girl all the way. It does not crease. It looks hydrating, especially for us that are 30 and 30 plus. It looks great on the skin.

And it's a sunscreen.

Kelli Luu (13:31.542)

Nice. Okay. So then what about for let's do like lip products. Let's do holy grail lip products.

lip-

Okay, so right now I am loving the Too Faced Pillow Bomb for like prepping my lips morning and night. I've never been a huge Too Faced person, but they're kind of revamping and it's incredible. Like I cannot get enough of that one. Yeah, it's like a liquid lip balm. It's so good. It's so good. I love Asian Beauty lip products currently.

I'm bummed.

Kristina Hernandez (14:08.024)

I'm loving the Fui lip glosses. They have different pigmentation levels, which I think caters to so many different people. And it looks like super glassy on the lips. I know tons of people love that. And then lastly, I'm loving a water stain. E.L.F. just came out with a blush tint that you can also use on your lips. But before that, the Ulta Weightless Water Stains, I feel like people are sleeping on. They're so good.

There's, you talked about that one sunscreen, how it is kind of pricey. Do you really think high-end makeup is genuinely worth it? is drugs, can you get away with drugstore makeup?

You can definitely get away with drugstore makeup. think now more than ever, drugstore makeup is becoming so sophisticated and a lot of overlap there because a lot of brands like drugstore brands are owned by the same company as high-end brands. So for instance, I just talked about how, what is it? Lawn comb is also owned by L'Oreal. So you see a lot of overlap there in formulations and colors and stuff and urban decay too. So it's kind of a triangle of the same.

products, but at different price points. So I think having that background knowledge really helps people understand that drugstore is the same thing, but just lower price points and they may not have as much selection, but if you can find something in your color, if you can find a shade that you really like, it's so worth it. It doesn't go to say that I don't love a good high end. I love testing them. I do think that if we're talking, talking objectively,

high end products for the most part, they're worth the price you're going to pay for them. But I do think drugstore is just as good.

Kelli Luu (15:52.43)

Okay, so if you were to give me your number one recommendation for a drugstore makeup, which would it be?

I really like Maybelline skin tint. That one is so, good. And then L'Oreal brow products.

Okay, cool. And then what about for high end? What is worth it? Why do you think people should just bite the bullet on and add to their collection?

Mmm.

Kristina Hernandez (16:24.862)

I started using the Dior foundation stick. I'm not a huge Dior beauty girly. Like I don't buy all the launches, but the foundation stick truly, if you can find a shade match, it wears like second skin and.

I just returned mine because I was like I was like I had gotten like a concealer and I don't use foundation that much I usually use just concealer so I was like, you know, I'm not gonna use this so much but now I'm like regretting it. I should go get again, huh?

Well, if you're looking for sealer over foundation, try the Kolfi one. I have only heard good things about that one. It looks so good on the skin. Okay.

I'll definitely do that. So when you are making videos on YouTube, how do you decide which products to review? And are a lot of your videos PR sent to you?

Hmm. as the years have gone by, definitely I'm so grateful I've gotten more PR so it kind of helps me sustain my channel because it's just not sustainable to be reviewing that much makeup financially and you know, it's just a lot. Luckily, I'm able to pass on and gift a lot to my friends and family. A lot of it has to do with what the community, the beauty community in as a whole is interested in because

Kelli Luu (17:28.29)

goodness.

Kristina Hernandez (17:42.248)

I like to think of myself as a consumer before an influencer or content creator. So what I'm interested in, I kind of do some research and see if other people are interested in it too. And yeah, it's a lot of community feedback and looking at that. And also sometimes my video idea helps me shape what products are going to be in there. I'm always testing out new ways to figure out video ideas. So right now I'm trying to think of titles.

and topics before the actual meat of the video because I've heard some feedback that it works for some content creators, so I'm playing with that one right now.

So it's a lot of testing and seeing what really works for you, I guess. Which do you think has been your favorite brand collab so far?

Yeah. Okay.

Kristina Hernandez (18:35.95)

Bye!

So many good ones.

I know. You know, I actually really, really enjoy working with E.L.F. I love a brand that gives me full creative freedom. And I also just really love E.L.F. products in general. It helps so much when you like the products. So working with them has been a lot of fun.

I love Elf Tooth. Great drugstore brand. How do you feel about Americans now just catching on to a lot of the Asian culture, including some of these ancient beauty trends?

I'll do it.

Kristina Hernandez (19:13.72)

have mixed feelings. I do think it's really cool that people are starting to see like a lot of these trends coming from like Asian cultures. But I also sometimes kind of want to pull my hair out when I see them doing things like gua sha completely wrong. And I'm like, no, it's gonna ruin your skin. So I feel like in that regard, it is very important for

people like Asian Americans to kind of advocate for our cultures and share what we know. Let them know like, hey, I love that you like to gua sha. Here's how I've learned to do it. Just kind of adding your voice into it, I think really helps with that frustration. That and matcha and like seeing ube and taro pop up. I love it. I grew up on all of it, but it is a little frustrating when you see it kind of becoming a trend. Too much trend.

But you know, it's exciting to see us being able to share our voices.

Yeah, definitely. Okay, well, I only have a few more questions for you. So, is there anything that you're currently working on right now that your viewers can be excited about?

I'm trying to come out with more consistent series that I know that people are loving. I'm trying to do more short form because I know that some people are really interested in just like the really quick, should I, shouldn't I get these things. But other than that, no huge releases or partnerships that, yeah, not really.

Kelli Luu (20:46.414)

We'll be on the lookout for your next video. Everyone should just drop one this morning. She's just consistent, everybody. All right. So my final question for you, Kristina, is do you still see yourself in the beauty scene five years from now?

I would love to be in the beauty scene five years from now, whatever that looks like. I feel like it's ever evolving. And as long as I can continue to evolve with the beauty space, I'd love to be in it because like I said, I think we need more representation. And also a lot of us that started off watching YouTube, just like in our parents' houses in our bedrooms, we're starting to get older. We're starting to hit our...

late 20s and 30s and I think it's really important to continue to show people what aging gracefully looks like.

Definitely. I love that. That's awesome. Thank you so much, Kristina, for sharing your story with Gold Sea. I really appreciate your time.