Kay Yarms on authenticity, self-love, and her dream campaign becoming a reality

Kay Yarms is an unapologetic beauty influencer and self-love advocate who has earned her place as one of South Africa’s most trusted digital voices.

Born Khethokuhle Ngonyama, the KwaZulu-Natal native, now based in Cape Town, first captured attention with make-up tutorial videos on Instagram. Her passion and skill quickly led her to launch a YouTube channel, where she now boasts over 336,000 subscribers.

Her journey as an influencer has seen her work with several brands on digital campaigns, she also made Forbes Africa 30 Under 30 class of 2023 and most recently she landed a campaign that put her on national TV.

“Honestly, words can’t even begin to express how I feel, it’s so surreal. I still catch myself pinching my arm because this really is a dream come true.” expressed Kay Yarms about being a part of Nivea South Africa’s 'It’s in the Name – I AM #1' campaign

“Growing up, I remember seeing those beautiful NIVEA campaigns on TV and in magazines, and the little girl in me would whisper, ‘One day, that’s going to be me.’ 

“To be here, not just part of the campaign, but standing alongside icons like Pearl and Zizo... wow. 

“It’s a full-circle moment that reminds me to keep dreaming, even bigger than I ever imagined, and to keep pushing so that another little girl out there can look at me and say, ‘Mommy, look at Kay Yarms. I can chase my dreams too’.”

Kay Yarms attributes her consistent and authentic journey to simply remaining true to herself. “I just keep telling my story and creating content that not only looks good but feels good content that inspires, that motivates.”

She explains that by being authentic from the start of her journey, there is no pressure to pretend or fit in as the tone has already been set. Her strong support system, her family, friends and team are what keep her grounded.

Kay Yarms vlogs about hair, makeup, and everyday life. The good and bad days, the struggles and the excitements of moving to a new city and her travels.

She is honest about her big move to Cape Town, admitting it wasn’t easy but it has been fulfilling. “I got to open my salon, which came with its own set of lessons, make amazing new friends, and adapt to a whole new lifestyle.

“The biggest thing this move helped me with was relearning myself in a different environment. I’ve discovered so much about who I am, and it’s involved a lot of growth, some real discomfort, and unlocking a brand-new level of creativity.”

Kay Yarms connects with her audience by weaving everyday experiences into engaging content while carefully guarding her private life. Her daily routine is the foundation of her practices. She consistently starts her day with prayer and scripture study.

Fitness is also a significant priority, especially in her current environment, and she believes incorporating it into her daily routine is crucial for both mental and physical well-being.

Whether Kay Yarms is in front of the camera, behind the salon chair, or quietly reflecting during her morning routine, her story inspires thousands to dream bigger, believe deeper, and walk boldly in their purpose.

IOL Lifestyle