- Nara’s personal eczema journey made her a trusted voice for Cetaphil, showing that real stories resonate.
- Nara’s openness about eczema challenges beauty ideals and empowers others with similar conditions.
- Platforms like TikTok allow for genuine, relatable content that builds stronger brand-audience connections.
- Choosing influencers who align with a brand's message enhances the authenticity of the campaign.
Nara Smith's rise as a content creator is nothing short of inspiring. A housewife turned social media influencer, Nara's genuine and relatable content has caught the attention of brands like Cetaphil, resulting in a meaningful collaboration focused on eczema awareness and skincare.
Nara Smith, a mother of two and wife to model Lucky Blue Smith, became a viral sensation on TikTok with her videos showcasing an aspirational “housewife” lifestyle. Her content focused on making meals from scratch, balancing family life, and, notably, always looking well-put-together while doing so. Her "tradwife" aesthetic resonated with many and quickly built her a following.
@naraazizasmith nothing a little soup can’t fix 😵💫 #easyrecipe #fypシ #homecooking #soup #thaifood #momtok ♬ Autumn Leaves - Timothy Cole
But her journey from housewife to influencer took a deeper turn when she began sharing personal struggles with eczema. This vulnerable side of her content quickly caught the attention of both audiences and brands alike.
Nara’s Personal Eczema Journey
While Nara’s TikTok videos depicted an idyllic home life, there was more beneath the surface. Her journey with eczema, a condition she had struggled with for years, became a central theme in her content.
After giving birth to her second child, Nara’s eczema flare-ups worsened, causing significant discomfort and affecting her confidence. Her skin became dry, cracked, and irritated, and for the first time, she realized how serious her condition could be.
@naraazizasmith it‘s been a rough few days which is why I haven’t been on here lately🤍 #morningskincareroutine #eczema #eczemaflareup #morningroutine #eczemaawareness ♬ original sound - Nara Smith
Rather than turning to the expensive skincare solutions often promoted by beauty influencers, Nara focused on holistic remedies and skincare products that worked for her, one of which was Cetaphil’s Restoraderm eczema line.
This was the turning point: what had been a personal skincare solution became part of her larger message about embracing self-care and taking control of her health. Nara’s openness about the impact eczema had on her life made her a voice of authority and authenticity in the beauty and wellness community.
The Collaboration with Cetaphil: A Natural Next Step
In 2023, after sharing her personal experiences with eczema, Nara was approached by Cetaphil to collaborate on a campaign that would spotlight their eczema care products. The campaign, called “From Scratch to Soothe,” aimed to raise awareness about the effectiveness of Cetaphil’s eczema line and further solidified Nara’s place as a trusted figure in the wellness space.
For Nara, the partnership with Cetaphil was more than just a business move—it was an opportunity to share her personal skincare routine with a broader audience. As someone who had found relief in Cetaphil’s products, it felt like a natural fit to advocate for the brand she used in her own home.
Breaking Beauty Norms: The Power of Authenticity in Marketing
What made Nara’s partnership with Cetaphil particularly impactful was the authenticity behind it. In an industry often dominated by unattainable beauty standards, Nara’s realness about her eczema struggles resonated with followers who were tired of polished, picture-perfect beauty campaigns.
Cetaphil, known for its simple, effective skincare solutions, capitalized on Nara’s genuine connection to the brand. The campaign’s success lay not just in the products themselves, but in how Nara’s personal story was woven into the messaging.
Instead of a traditional influencer partnership based solely on looks or lifestyle, this collaboration felt deeply personal, and her followers appreciated the transparency.
The Future of Influencer Marketing: A Shift Toward Authentic Storytelling
Nara’s collaboration with Cetaphil is a prime example of the evolving influencer marketing landscape, where authenticity and relatability are now at the forefront. As brands seek to connect with younger, more discerning audiences, partnerships with influencers who share personal stories and struggles resonate on a deeper level.
This collaboration also highlights a larger trend in beauty and wellness marketing, where brands are looking to engage with consumers on a more emotional and authentic level. With her candid approach, Nara Smith has proven that true influence isn’t about perfection—it’s about being real and relatable.
