Mihlali Ndamase

Mihlali Ndamase is a South African beauty influencer, content creator, professional makeup artist and entrepreneur who has built one of the country's most recognisable personal brands through social media.

Born on 29 November 1996 in Kokstad, KwaZulu-Natal, Ndamase developed a passion for beauty and makeup from a young age. While at boarding school, she discovered the growing online beauty community on YouTube and began following international beauty creators.

Finding her way into beauty

Ndamase created her Instagram account in December 2014, but her professional content journey gained momentum in 2016.

Her first YouTube video was a review of a L'Oréal foundation. Within only a few videos, she attracted the attention of a brand manager, opening the door to professional collaborations and changing the direction of her career.

Her content focused heavily on makeup tutorials, skincare, fashion, travel and lifestyle, helping her develop a following well beyond South Africa.

Building the Mihlali brand

Ndamase studied Strategic Brand Communications at Vega School, giving her formal knowledge of branding and marketing that complemented her growing online career.

She became one of the early South African influencers to demonstrate that social media could be turned into a serious commercial career.

Her growing profile led to collaborations with international and local brands including MAC Cosmetics, Urban Decay, Benefit Cosmetics, Samsung, NYX Professional Makeup and Aldo.

She has also worked as a professional makeup artist and built business interests outside her social-media platforms.

From Instagram to television

Ndamase's influence eventually extended beyond social media.

In 2020, she was selected to host the Buyel'Ekhaya Pan African Music Festival, marking one of her first major television presenting opportunities.

She has also appeared in entertainment productions, including the South African series Savage Beauty and the dating show Awkward Dates.

Recognition and awards

Ndamase's influence has earned her recognition within South Africa's fashion, beauty and digital industries.

In 2019, she won Socialite of the Year at the Feather Awards and was also recognised at the South African Style Awards.

She was later named among the Forbes Africa 30 Under 30 Class of 2021, further cementing her status as one of the continent's leading young digital entrepreneurs.

Giving back

Away from the glamour of influencer culture, Ndamase has also been involved in charitable work.

She is a co-founder of the Siyasizana Foundation, an organisation established to support disadvantaged communities and young people.

Mihlali Ndamase — quick facts

• Full name: Mihlali Ndamase
• Born: 29 November 1996
• Birthplace: Kokstad, KwaZulu-Natal
• Profession: Beauty influencer, content creator, makeup artist and entrepreneur
• Education: Strategic Brand Communications, Vega School
• Content: Beauty, fashion, lifestyle and travel
• Major brand collaborations: MAC Cosmetics, Urban Decay, Samsung, Aldo and others
• Television: Savage Beauty, Awkward Dates
• Awards: Feather Awards Socialite of the Year, South African Style Awards
• Recognition: Forbes Africa 30 Under 30
• Charity: Co-founder of Siyasizana Foundation

Mihlali Ndamase helped prove that influence could be a career, not just a hobby. What began with makeup tutorials and a YouTube channel has grown into a multi-platform personal brand spanning beauty, fashion, television and business.