Khethokuhle Ngonyama, popularly known as Kay Yarms, is a South African beauty influencer and YouTuber who has built her career around digital content, beauty and entrepreneurship.
Born on April 5, 1994, in Durban, South Africa, Kay Yarms has developed from a YouTube creator into a beauty entrepreneur, eventually launching her own cosmetics brand, Saxx Beauty.
Her career demonstrates how content creation can become a foundation for building a business rather than remaining limited to social media influence.
Kay Yarms’ YouTube Career
Kay Yarms launched her YouTube channel in 2018.
Through the platform, she developed an audience around beauty-related content and her personality as a digital creator. YouTube provided her with a space to build a more direct relationship with viewers while establishing herself within South Africa’s growing beauty and influencer community.
Her work eventually expanded beyond producing content.
Launching Saxx Beauty
One of the major developments in Kay Yarms’ career was the launch of her own cosmetics brand, Saxx Beauty.
Creating a beauty company allowed her to move from promoting or discussing beauty products to becoming a business owner within the same industry.
The move is significant because influencer careers can often depend heavily on third-party platforms, while owning a brand gives creators another way to build a long-term commercial presence.
Forbes Africa 30 Under 30
Kay Yarms was named to Forbes Africa’s 30 Under 30 in the media category in 2023.
The recognition added to her profile as one of the notable young personalities working within Africa’s media and digital space.
Her inclusion also reflected the growing recognition of content creators as part of the wider media industry rather than simply social media users.
Kay Yarms and the Beauty Industry
Kay Yarms represents a section of South Africa’s female creator community that has successfully moved from digital media into fashion and beauty.
Her YouTube background provided an audience, while her cosmetics company gave her an opportunity to build something connected directly to her area of influence.
This combination of content creation and entrepreneurship has become increasingly important for digital personalities looking to establish careers that can extend beyond social media platforms.
Kay Yarms’ Influence
Kay Yarms’ career is built around more than follower numbers. Her progression from launching a YouTube channel in 2018 to creating her own beauty brand shows how digital audiences can be turned into opportunities in the wider business world.
Her Forbes Africa 30 Under 30 recognition further strengthened her position within the African media landscape.
Conclusion
Kay Yarms has developed a career that combines beauty content, YouTube and entrepreneurship. Her launch of Saxx Beauty gave her an opportunity to build a business around the same beauty industry that helped establish her online identity.
With her inclusion in Forbes Africa’s 30 Under 30 in 2023, Kay Yarms represents a generation of African creators whose influence has expanded from digital platforms into established areas of fashion, beauty and business.
