The beauty industry can take itself way too seriously, according to Abdullah Zaidi, so he’s happy to have some fun with the occasionally self-important sector. “As a straight man in a traditionally feminine space, I use satire to poke fun at the quest for perfection, which is unrealistic for anyone, let alone the young girls and women that are usually targeted,” he says.
Zaidi started his channel less than two years ago “as a playful jab at influencers’ glamorous lives.” It’s since become “a way to embrace imperfection, tell jokes and have fun.”
That down-to-earth perspective resonated immediately: His second video — a tongue-in-cheek take on an influencer’s cooking video — went viral with 10 million views. “That’s when I realized I could have fun sharing my humour on this platform,” says Zaidi. While others may showcase a glamorous lifestyle, Zaidi highlights the humour in things like deciphering ingredients or elaborate beauty routines.
One of the best parts of the gig is the friendships he’s forged with fellow content creators: “It’s incredible that some of my close friends now are people I once admired as a fan.” If you told someone 15 years ago that people would be recognized for creating from home, it would have been unthinkable, he says, and he remains grateful for any fan interactions. “Whether it’s someone asking for a picture or just a smile on the street,” he says, “it’s always incredible.”
We asked Abdullah about his favourite spots and hidden gems in the city
What is your favourite Toronto restaurant?
I’m basic, I’m easy. Cactus Club (77 Adelaide St. W.). I love their steak and their mashed potatoes are so, so good.
What’s your favourite café and what do you order?
I like Café 23 (728 Queen St. W.) in the fall. It’s very busy, very touristy. I also like the café inside the AGO.
What’s your favourite store?
There’s this little flower shop called Cumberland Flowers (2 Bloor St. E.). The lady (who works there) and I chat a lot.
Where do you find inspiration?
Sankofa Square (formerly Yonge-Dundas Square) is so much fun. There’s so much going on in every corner.
Watch the video: We asked all the influencers, what’s the comment that lives rent-free in your head?
