Abby Roberts has grown her TikTok following to 16 million by posting makeup transformations and sharing her skills.

Abby Roberts is a popular TikTok beauty influencer with 16 million followers on the app. She spoke to Insider about her marketing strategy and investments in bitcoin and property. Soon Roberts is moving to Los Angeles to expand her business and to launch a YouTube beauty show. See more stories on Insider’s business page.

Soundtracked by Nirvana’s “Smells Like Teen Spirit,” a January video shows the wildly popular TikTok makeup creator Abby Roberts transforming herself into different US high school tropes for “picture day.”

She jumps into the trends of 1995, transitioning from baggy acid-wash jeans and heavy eyeliner for a “grunge” look into bouncy curls and a matching checked skirt suit in the style of Cher from “Clueless” as a “preppy” high schooler.

Roberts, 19, is one of TikTok‘s biggest beauty stars, with 16 million followers on the platform. Her content often leans into American popular-culture trends – other recent hits on Roberts’ TikTok account show her transforming into characters from “Twilight” and “WandaVision.” The picture-day video has amassed more than 20 million views and 4 million likes.

But what her legions of followers might not know is that Roberts is actually British.

Roberts, who has cultivated her success from her childhood bedroom in Leeds, a city in the north of England, often films herself lip-syncing to trendy music, meaning her northern accent has largely gone under the radar.

The strategy isn’t entirely accidental, Roberts told Insider.

“I get a lot of US-based brands wanting to work with me, so I kind of try and market myself more to US audiences,” she said. “I’m so involved with the US scene online, so it just makes sense for me to pretend I’m American.”

In the past year she has worked on campaigns with the likes of Anastasia Beverly Hills, L’Oréal, and Morphe. Roberts is also appearing


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