Tyra Booker
Tyra is a New York native splitting her time between NYC and Los Angeles, bringing culture to life through campaigns, creativity, and a belief that the best inspiration comes from living
Q: For someone discovering your work for the first time, how would you describe what you do?
A: I translate what's happening in culture and bring it to brands and people through cool campaigns. I'm the Assistant Vice President of Marketing at Rare Beauty. I also work as a model, content creator and creative consultant. I just want to make cool things with interesting people.
Q: Was there a specific moment when you realized this was the path you wanted to pursue?
A: I remember looking at magazines not seeing people like me in them. When I was 13 I asked my parents to buy me a camera to start filming makeup tutorials on YouTube to do it myself instead.
Q: From your time at ILIA Beauty to your current role at Rare Beauty, what continues to draw you to the beauty industry?
A: Having the freedom to create images out there in the world I did not see growing up and giving people the opportunity to see themselves differently because of something I made.
Q: How has your perspective on beauty evolved since you first entered the industry?
A: The old campaign model is out the window. We're growing out of white backdrops, silent models and traditional ads. People want to be entertained and feel something. I like approaching campaigns a different way.
Q: What's been your favorite project to work on so far, and is there one that stands out as your proudest achievement?
A: When I signed Audrey Hobert to ILIA she told me she was honored because she never saw herself as traditionally beautiful. I thought this is why I'm doing this. Beauty standards are changing and I'm happy to be a part of breaking that mold. The same mold that might have excluded me and ones before me. Dancing on stage at the Grammys with Charli XCX was also insane.
Q: You wear a lot of hats. How do you balance social media, your role at Rare Beauty, and your other creative projects?
A: I find that I need to do more than one thing in order for my brain to be engaged and stay inspired. Now that I do a lot more than one, I became a morning person and reserve 1 day a week where I do nothing and recharge.
Q: Where do you find creative inspiration when you're offline?
A: Going outside. Traveling. Partying. Meeting people. My friends. Watching movies. Dancing. Going to a show. Reading. How are you supposed to be inspired by staring at a screen? Life is the biggest tool for inspiration.
Q: What's something about the creative industry right now that challenges or frustrates you?
A: When people ask me, where's the product? LOL. People will buy the product if the product is good and if they are sold in on the world or the feeling — to me that's even better.
Q: What's a medium or creative space you haven't explored yet but would love to dive into one day?
A: I'd like to add creative director to the list. I want to work on creative directing for a fashion brand or musician next. But honestly, I'm really excited to get the opportunity to dream up ideas for Selena Gomez with Rare Beauty and the community they have already built. It's been fun so far.
Q: In the spirit of putting it out into the universe — who would be your dream collaborator, and what would you want to create together?
A: I'll keep that one a surprise because I have some exciting ones coming up :)
Q: Looking back, what advice would you give your younger self at the beginning of your career?
A: Two things. First, set the standards you would like to be met with on the first day. Second, it's cool to be different. You are being hired for your perspective because that is what sets you apart from others, share it. People will respect you more for it. You are one of one the way you are, why would you want to be anyone else?
Q: What are you listening to and watching this summer?
A: Kim Petras — Jeep. Love Island. Knicks in 5.
Q: What's one item in your wardrobe you'll never get rid of?
A: My Raimundo Jeans and Bella Venice ;)
Q: What current fashion trend do you think will stand the test of time, and what's one trend you think is on its way out?
A: In: A classic ballet flat. Out: Tiny bags. Bigger the better.
