Influencer Off-Duty: Ashley LaMarca

At just 24, Ashley LaMarca has built the kind of following most influencers can only dream of — over two million people who tune in not just for her beauty tutorials, but for her warmth, wit, and effortless sense of style. Based in Miami, the content creator has carved out a niche as the internet’s go-to guru for curly-haired confidence, with her Curly Hair Routine and Blowout Routine earning cult status among beauty enthusiasts who crave both authenticity and results.

What sets Ashley apart isn’t just her glossy feed or enviable hair — it’s her candour. She’s built a digital community on trust, offering the kind of real-talk advice that feels more like chatting with a friend than scrolling a screen. Between filming beauty content, balancing Pilates sessions and iced coffees, and working on a new project set to drop later this year, Ashley is proof that relatability and refinement can coexist — and that the future of beauty looks a lot like her. We sat down with her to find out how she unwinds off the clock.

Image courtesy of BFA

How did you first get started in your line of work?

I started sharing all parts of my life when I first attended graduate school at Rutgers University in 2022. I posted daily videos about getting ready, fashion, vlogs, beauty tips, school, and everything in between. I paid attention to what stuck and continued on that route. 

Image courtesy of Vivian Arthur

What’s been your biggest pinch-me moment so far?

Getting recognised in public will always be the most surreal pinch-me moment, as it hits me every time. 

What’s a typical morning in your life like?

I always start my morning with my skincare routine, a Pilates workout, an iced coffee and making my to-do list before the work day starts.

Image courtesy of Starky Morillo

What’s your secret guilty pleasure?

Baked chocolate chip cookies or Coke Zero.

Three beauty products always in your bag?

Lip liner, lip gloss, and a travel-size perfume.

Skincare step you’ll never skip?

Moisturiser.

Image courtesy of Noel McGrath

Favourite fragrance?

Too many to name: Parfum de Marley Delina, Valentino Born in Roma, Le Labo Another 13.

Red lip or nude gloss?

Red lip!

Favourite band/artist of the moment?

Tate McRae.

Favourite hotel(s) you’ve ever stayed at?

My favourite hotels are The Rosewood Kona, Hawaii and The Peninsula New York.

Image courtesy of Starky Morillo

Most underrated destination you’ve discovered?

Aguadilla, Puerto Rico.

Where’s next on your bucket list? 

The Gold Coast of Australia.

Follow Ashley LaMarca on Instagram