Limerick influencer dishes the tricks of the clicks

“IT'S ABSOLUTELY insane” reads one of the latest posts on her Instagram page, and it's hard to argue with the author of the post, Limerick woman Chloe Koyce.

At just 23 years-of-age, Chloe, from Castletroy, is now one of the most watched young online content creators in Ireland with a following of 130,000 on Instagram and 87,000 followers on TikTok.

Having attended primary school in St Brigid’s, Castletroy, she headed to Scoil Carmel, and then, after its closure, she finished out her education in Ardscoil Mhuire in Corbally.

Chloe never had a real ambition to explore third level.

“There was a moment that I did consider wanting to do something with art and I thought about going to art college and doing fashion design, however, when I moved secondary school I lost my passion for it, and now, with makeup, I can pursue it, just in a different way and I did not have to go to college to do it.”

Everything happens for a reason and if Chloe had ventured to art college, influencing may not have been on the cards.

“When I left school I worked in Brown Thomas,” she explains.

“I started in a Christmas position in Charlotte Tilbury and I would always look at the girls in MAC and want to work there so bad. I then got a position in MAC in 2019 and that actually was when I started my journey into social media.

"It was during lockdown and MAC had these challenges between the artists where each artist had to make a short makeup video and they were shared on Facebook and people loved them. I then had the idea, why don’t I upload the tutorials I was doing, on my personal page and it was my boyfriend who pushed me to do that.”

As the pandemic continued Chloe was able to work more on building her online community. Lockdown allowed her to make enough ‘pocket money’ on the side after losing her job in MAC due to the pandemic.

On being her own boss and having discipline Chloe said “I am very strict on myself”.

“I try to stick to the 9-5 hours and put my phone down then. My day-to-day consists of filming and creating content and only a small amount of administration.

"It is my full-time job and I have to be strict so I can have some rest. I can take holidays and taking a break is encouraged. If you grow a loyal following they get excited when you are away and not posting as they want to see the content when you come back.”

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She has had amazing opportunities throughout her career and, most recently, she was given the title of Headline Brand Ambassador for Flormar makeup.

“I have been using Flormar for so long, I got introduced to it through my friend, she showed me one of their foundations and we used to go to all the pharmacies looking for it. When I started out in this job the first ever PR box I got was Flormar.

"The girl who works for Flormar actually works for Cocoa Brown and I went on a trip to London with Cocoa Brown and I met Samantha there and she saw my passion for the brand and for makeup. A few weeks later, my manager told me that she wanted to work with me and that is where it all started.”

On her vision for the future of the brand Chloe said; “When I started out in makeup, I filled my whole kit with Flormar as it was affordable and I want young girls who are starting out to go and buy it also.

"I feel like the makeup industry is very saturated and I want to make Flormar unique, which will be hard for me but I never thought about having my own makeup brand, therefore, I want to put my all into Flormar and treat it like my own.”

Chloe said she is “not the type of person to share everything and I wouldn't be plastering everyone on my story”.

“I like to be private as I wouldn't want people knowing all my business. People think because I am a public figure I have to share everything and you don't. It is not a TV show, it is my life. For instance, when I have kids I would not share everything unless I thought it would help other mothers. I would like to keep them private until they are old enough to decide themselves.”

On the support from her family and partner Chloe said; “My grandparents do not know what is happening but they are so proud and my mam takes all my photos and videos and she gets really involved.

"My dad is clueless but still wants to know what I am doing every day and tries to understand. My boyfriend also has his own business and knows what it takes, we have each other's backs and it is really nice".

Ideally, in the future, she would like to have her own successful business. “We have not seen anyone come out the other side of this influencing career yet as it is so new and I am excited to see what the future holds.”
she smiles.