Whether she’s going #FreshFaced or glamming things up, Kay Yarms – SA’s top beauty influencer and content queen – was born to slay!  

She’s a beauty content creator and entrepreneur who has had her audience glued to their screens since day one. Khethokuhle Ngonyama, popularly known as Kay Yarms, is fast on the rise, collaborating with top brands and making a positive impact on the African beauty industry.  

A true girl’s girl with a fun, sassy side, she continues to take beauty standards in a more inclusive direction.   

Serving looks  

In the last five years, Kay Yarms has gone from purely being a make-up enthusiast to becoming a beauty guru turned mogul. What started out as a love for make-up and keeping up with new trends and techniques has transformed into a lucrative career path. And, today, she’s achieved icon status.  

“I first stepped into the beauty influencer world in 2018 at a time when it wasn’t widely popular in South Africa yet. It all began with sharing my make-up tutorials, beauty tips and tricks. My audience quickly embraced my insights,” she recounts.  

“That’s when I realised the impact I was making and decided to turn my passion into a career. I began booking clients and saw first-hand the power of what I was doing. From that moment, I knew I could build something truly special.”  

As the influencer space began to grow in South Africa, Kay’s journey evolved along with it. Well on her way to a million followers across social media, the talented make-up artist remains humble, thriving on new lessons she learns every day in the industry. Now, it’s more than just about perfecting a face beat or trying out exciting new launches… Beauty is woven into the very fabric of who she is.  

“For me, beauty transcends being a mere interest; it’s a core part of my identity. It’s a form of self-care that has been my lifeline through some of my darkest moments. On tough days, a good playlist and my make-up routine become my sanctuary – like make-up therapy for the soul!” she enthuses.  

“This ritual not only transforms my mood but also reconnects me with the joy of self-expression. From a young age, watching the women in my family use make-up to boost their confidence inspired me. Seeing how it empowered them fuelled my own passion, showing me that make-up has the incredible power to uplift and fulfil me from within.” 

The business of beauty  

With each and every YouTube video and reel posted (which now includes lifestyle vlogs too), Kay has nurtured a community of followers who admire her authentic perspective on life, mental health, fitness and perseverance. It’s no wonder so many brands – Nivea, Scarlet Hill (her first-ever make-up line), Red Bull and Yardley – are so keen to collaborate with her on fun new projects. Recently, Kay picked up an Influencer of the Year win at the South African Social Media Awards, being recognised as an innovative trailblazer in the beauty landscape. She was also part of the Forbes Africa ‘30 Under 30’ Class of 2023.  

“Winning and being featured in Forbes Africa is incredibly humbling and affirming… I took a significant risk by leaving school and stepping into the unknown, diving into brand endorsements and make-up tutorials before I even realised, I was building a career,” she admits.  

“There was a time when many people, including my closest friends and family, didn’t see the potential in this path. Seeing this level of recognition brings me immense joy and reinforces that being intentional about your dreams and working diligently towards them truly pays off. More than anything, it inspires me – knowing that I can achieve whatever I set my mind to.” The beauty industry rakes in billions at a global level each year, and South Africa happens to have one of largest beauty consumer markets on the African continent – a market that Kay Yarms continues to grow with her individual success as a business maven. However, it is a space that comes with many ups and downs.   

“The beauty industry is a double-edged sword. On one hand, it can be a powerful tool for self-expression, creativity and boosting confidence. On the other, we cannot ignore the shadow cast by long-standing, unrealistic beauty standards. As influencers, we have a unique opportunity to redefine beauty,” she says.  

“By embracing our imperfections, sharing our authentic journeys and celebrating diversity, we can inspire others to love themselves unconditionally. We need to shift the focus from unattainable ideals to inner beauty, strength and individuality,” she adds. “It’s time to create a beauty industry that uplifts, empowers and celebrates every facet of human beauty. Remember, true beauty shines from within.”  

It’s giving CEO  

Kay understands that with success and public recognition comes responsibility, especially when catering to such a large Millennial and Gen Z consumer market that views her career and life as aspirational.  

“As a young beauty mogul and businesswoman, I often feel the weight of the responsibility that comes with this role. Sharing my life on a public platform can be overwhelming, especially with the unspoken expectation to be perfect – something none of us can truly achieve. The pressure to avoid mistakes can be intense, and I sometimes struggle to give myself the grace I need,” she shares.  

“However, the feedback from those I’ve inspired brings immense joy and motivation. Hearing how my journey and content have encouraged others to pursue their own dreams and navigate their challenges is deeply humbling. It reminds me why I continue to push forward, even when the public eye brings its own pressures and negativity.”  

Continuing to expand her personal brand, Kay recently opened SAXX Beauty in Cape Town – a salon she’s long dreamed of bringing to fruition. (The name comes from the slang word for ‘hot’ or ‘cute’ they used at university.) 

“SAXX Beauty is a space I created because I saw a need for it when I moved to Cape Town. I wanted a place that was not only private and aesthetically pleasing, but also offered exceptional service and top-notch quality. As a growing business, it has also given me the opportunity to connect with my audience in a meaningful way, beyond the digital realm,” she states with pride.   

“As a CEO, the most rewarding part of my job is hearing from my employees about their happiness working for SAXX Beauty and witnessing how our returning clients have become friends… It’s this genuine human interaction that brings me back to the essence of our mission and reaffirms why I’m passionate about what I do.   

“I’m also excited about expanding and branching out even further. I have plans to develop and introduce more beauty products, with several exciting projects already in the pipeline.”  

Self-love is the best love 

With so much more on her bucket list to tick off, Kay prioritises personal growth and self-awareness above her accolades. While it’s easy to let the pressure of success get to you, she is committed to never being overcome by the competitive nature of the business.   

“By living in my own bubble and dedicating myself to continuous development, I find that everything else naturally falls into place. I believe that as long as I remain true to myself, I’ll always be where I need to be. This mindset keeps me centred and motivated, allowing me to thrive without getting caught up in comparisons,” she says.  

“Right now, I’m incredibly excited about my personal fitness journey, which I’ve dubbed ‘Project ME’. I want to challenge myself and strive to be my best in every aspect of my life. This fitness journey has not only revealed my capabilities but has also brought me a renewed sense of joy and purpose. It’s amazing to see the positive impact it has on my overall well-being.”  

Speaking of a positive impact, Kay Yarms has become a beacon of empowerment for women of colour across Africa, creating a legacy underpinned by determination, resilience and the glory that is womanhood.  

“I want women to understand that true beauty radiates from within. It’s reflected in our self-love, our actions and our kindness – far beyond physical appearance. It’s found in the way we uplift others and the genuine connections we build. Embracing self-love allows your inner light to shine brightly, enhancing your beauty in the most profound and meaningful way.”  

Fast Facts  

Full name: Khethokuhle ‘Kay’ Ngonyama
DOB: 5 April 1994
Age: 30
Hometown: Durban
Star sign: Aries

Q&A  

Favourite Colour: Pink. 

A Hobby: I love cooking! 

A Song You Love: ‘Pretty Dreamer’ by Jaz Karis

Describe Yourself in One Word: Resourceful

Handbag Essentials: Hand cream, Nivea Rose Water Hydrating Mist, Elizabeth Arden 8-Hour face cream, a spoolie brush and wet wipes. 

Pet Peeve: Poor hygiene. 

KEEP UP with KAY  

Facebook: Kay Yarms
Instagram: @kay.yarms /@saxx_beauty 
TikTok: @kay.yarms
Youtube: Kay Yarms

Words by Charndré Emma Kippie 
Photographed by Zhann Solomons
Photography Assistants: Austin Taylor & Yasser Abdul
Styled by Calista Da Luz
Styling Assistants: Calista Da Luz & Sibulele Tshangela
Make-up: Ropafaozo Jaravaza/Makeup by Ropa 
Hair: Saxx Beauty