Voted in 2023 as New Zealand’s most influential fashion creator, Caitlin Wiig is no stranger to the influencer market.
Caitlin’s influencer journey started by posting to TikTok in September 2021 during lockdown, mainly out of boredom and soon after she’d begun the viewership on her daily vlogs took off as people yearned to experience life outside their bubble. The content that resonated back then wasn’t all fashion, but rather where she worked, where she shopped and what almond croissants she reviewed as the best in Auckland.
From there Caitlin’s following naturally grew from TikTok and crossed over to Instagram where her content became more polished and fashion-focused. Meanwhile, Caitlin’s TikTok became a home for honesty and rawness, almost like behind-the-scenes footage of her day-to-day life.
TikTok is the place Caitlin feels most comfortable. In addition to posting lighthearted content around fashion and beauty, she’s always been open and honest with her audience on topics such as mental health and says that she will always keep this as a key part of her social media presence. For Caitlin, it’s important to break down that ‘picture perfect life’ that people always assume influencers have, and instead create a world where her audience can relate.
Balancing a working life as a part-time PR contractor and a fashion and beauty influencer means that Caitlin spends half her week in the office, and half her week attending events and shooting content. Caitlin’s hero clients have included the likes of Sephora, YSL Beauty, M.A.C Cosmetics, L’Oreal, Aje, and Glassons, resulting in a mix of high/low fashion and beauty content for a diverse and eager audience.