Beauty Beyond Trends

From middle-school Instagram aesthetics to shaping beauty trends for thousands, Jade Lily’s journey as the creator behind JadesWildParty mirrors the evolving landscape of digital influence itself. Her authentic transition from fashion intern in LA to full-time content creator captures the very essence of innovation in a crowded beauty and fashion space. With a career built on embracing change, Jade harnesses everyday inspiration—from phone calls with family to life-altering trips abroad—to craft relatable, trend-defining content. Now, at 26, she's confidently stepping into her role as a beauty big sister, guiding her community through personal growth, creativity, and self-expression.

1. Tell us about yourself and your journey as the creator behind JadesWildParty.

The creator behind jadeswildparty is a middle school girl thinking it was a silly Instagram username after I previously had it named after what I thought was a very serious 13-year-old boyfriend. I remember trying to make my feed “aesthetic” back then. Later in life when I moved to LA, I got an internship as the social media content creator for a clothing brand. This was before TikTok ever existed and in-house content was not a thing yet. So creating content in the office to look like influencer lifestyle content turned into a full-time paid job for me where I moved up in positions for the next two years. Later, I moved to By Rosie Jane as the marketing/social media manager at the end of 2021 but ended up getting laid off. That is a funny story but, ultimately, the day I came home I said I was never going back to an office. I felt like I could be a content creator myself because I worked on the brand side with influencers so I felt I knew the ins and outs. Two months later I got my first brand deal with 7,000 followers on Instagram. Simultaneously, I was freelancing with content creation for brands so I could pay my bills. I was only focusing on Instagram and fashion content at the time and in 2022/2023 I signed with my first agency as an influencer/model. This is where I learned the hustle of securing deals as a creator. I was taking on so many jobs in the month just to make the kind of money I wanted, I knew I needed to level up somehow and secure bigger deals so I wasn't killing myself with the work I was taking on. I felt like I had no personality and no capacity to post on TikTok. I moved to a bigger agency that was able to bring in more money for me which provided more free time to find my personality and be creative. I kind of just fell in love with hair and beauty and in 2024 I consistently started posting on TikTok for this type of content which now makes up 95% of my brand deals. Jadeswildparty has had many phases over the last 13 years and it just feels like my followers are just girls growing up with me. I'm really happy with this current phase as a 26-year-old just being the big sister with all things hair and beauty while planning a wedding with everyone.

2.How do you define innovation in the beauty and fashion content space?

There is soooo much content out there, so things that grab my attention are people who create content not based on trends but their personality and who they are almost as if their presence is so strong that it becomes a trend and other people want to emulate that. I find being able to blend new content formats while still appealing to the everyday consumer is extremely innovative. Community-driven content is another example of this: being able to create a trend for consumers, empowering them, or fostering interactive content.

3. What's your process for generating fresh content ideas that resonate with your audience while pushing creative boundaries?

I've found that I absolutely cannot have a strict process for generating new content ideas. I go blank. It's the opposite of creativity! I used to be so go go go and on a regimented schedule with content but that never left room for ideas, so now it's getting out of my bubble, taking a break, reading, and calling my friends and family. Going out in the everyday world quite literally gives you the inspiration and ideas for content. Just talking to my mom on the phone will give me an idea for content because she'll be talking about something she needs, wishes she knew more about, or if I have I tried this product yet.

4. Do you have specific rituals or practices that help reset your creative vision when developing new beauty and style concepts?

Other than quite literally resetting with time outside or a little weekend getaway. I LOVE LISTS!! They are chaotic and full of ideas. I love to dump everything out of my brain on paper and then connect the dots and refine ideas. My other obsession is creating a private Pinterest board for every project I work on. I feel like being able to place beautiful imagery with what I’m doing helps to keep the execution as elevated as I imagined.

5. How do you identify emerging trends in beauty and fashion? What resources or methods do you used to stay ahead of shifting consumer aesthetics?

For me, it's paying attention to what my audience is asking for and what is doing really well for me at the moment. I also love to scroll as a consumer and really tune into what my interests are, what I'm saving, highly inspired by, and what I'm craving in the content gap.

6. What's the most significant challenge you face when innovating in a space as saturated and fast-evolving as beauty and fashion content?

I think the biggest challenge is sticking to who you are. Since there are so many different personalities and styles of content that we see every day, it can be hard to feel confident in how YOU approach content creation.

7. Has there been an instance where an entirely different industry or cultural movement
influenced a breakthrough innovation in your content approach?

Wow, this one is tough. I used to post primarily fashion content but never really enjoyed it. It wasn't until a year ago that I decided to dip a toe into the beauty space and ended up feeling a genuine love for creating this style of content. It was almost like I was denying my love for the beauty space (I was addicted to beauty guru YouTube in middle school) so that was a massive transition for my content. I’ve talked about my trip to Copenhagen on TikTok a few times but this trip completely shifted my mindset when it came to work and life. We spent almost 3 weeks there and the culture is so easygoing and balanced. It was just this huge epiphany for me to slow down my approach to creativity because I was just blocking out my ideas.

8. What elements create an innovative digital presence? How do you cultivate a culture of creativity and experimentation within your content ecosystem?

Like I said earlier, something that sticks out to me for compelling content is being able to help the consumer with something (whether it's solving problems, teaching something, or just being something aspirational) and also creating community-driven content. I think the only way to cultivate creativity is to be super interactive with your audience. They give you all the feedback and information you need. I try to create content that makes you feel like I'm talking to YOU and only you like you're my BFF.

9. Looking to the future, how will you continue to evolve as a beauty and fashion trendsetter while maintaining your distinctive voice in an increasingly crowded creator landscape?

For me, I always aspire to just keep experimenting with content. I know my audience loves my creativity and are excited whenever I do something different. People change, life changes so continuing to push myself to show who I am while growing with my audience is the only authentic way to do that. I see myself evolving into other platforms as well: YouTube, podcasts, and possibly creating a product