Kay Yarms shines as a force of creativity, courage, and inspiration emerging from the vibrant heart of South Africa. From sharing beauty tips with a small circle of followers to becoming a celebrated voice in digital media and entrepreneurship, she has turned passion into impact and authenticity into influence.
Born Khethokuhle Ngonyama on 5 April 1994, and known professionally as Kay Yarms, she stands today as a shining example of how authenticity can turn influence into action. Her world is one where beauty is not just surface-level makeup, but a joyful celebration of identity, confidence, and self-expression.
Kay’s ascent started around 2018, when she began posting simple yet heartfelt makeup tutorials, beauty tips, and lifestyle videos on Instagram and YouTube. What began as genuine guidance from one young woman to another quickly blossomed into something much bigger, a trusted sanctuary for her growing community.
Her warmth, transparency, and consistent creativity resonated with viewers, and by 2020, Kay celebrated a major milestone: earning the YouTube Silver Play Button after surpassing 100,000 subscribers.
This achievement wasn’t just a plaque, it was a symbol that her voice was being heard, valued, and welcomed into the daily lives of thousands. It marked her arrival as one of the most dependable, inspiring voices in the South African beauty space.
The year 2023 became a defining chapter in Kay’s journey, a time when her dreams met doors opening with exciting momentum.
She partnered with MrPrice for the Yarms x Scarlet Hill makeup collection, a full beauty line that flew off shelves across South Africa. This collaboration wasn’t just a brand deal, it was proof that her influence could translate into products that celebrate beauty on her own terms.
That same year, Kay’s impact was honoured at the South African Social Media Awards, where she was named Social Media Influencer of the Year, a recognition of her authenticity, engagement, and creative leadership.
In a crowning achievement, she was featured on the Forbes Africa 30 Under 30 (Class of 2023) list, a milestone that placed her among the continent’s most dynamic, forward-thinking young creators and entrepreneurs. This recognition not only celebrates her achievements but validates her role as a leader shaping Africa’s beauty and cultural narrative.
Kay also expanded her creative footprint with a collaboration with Red Bull on the Red Bull x Kay Yarms June Berry Summer Edition, bringing her energy, aesthetic, and vision into new creative territory.
Kay Yarms doesn’t just teach beauty, she lives it. Her content uplifts, educates, and gently reminds her audience that beauty is woven as much from confidence and curiosity as it is from makeup brushes and palettes. Her community knows her not just for what she creates, but for how genuine she stays while doing it.
She represents a new generation of influencers, ones who balance savvy entrepreneurship with soul, who see platforms as spaces for empowerment, and who build brands that reflect both who they are, and who they believe their audience can become.
Image Credit: Daniel Wellington
