“This started as a joke and here we are…” states Emily Canham’s TikTok bio. Well, with 1.3 million YouTube subscribers, close to 1 million TikTok followers, and another million followers across Instagram and Twitter, her career as a beauty and lifestyle content creator and influencer has definitely become serious. In the decade since she first began posting on YouTube, her videos have been watched more than 160 million times, and her audience continues to grow with her, following her on her journey. She has also become a digital makeup ambassador for L’Oreal Paris.

Canham was born in Kettering in April 1997. She first began posting vlog content on her But I’m Here Forever channel in 2013 and has kept going ever since. Her content focuses on makeup tutorials, outfit-of-the-day (OOTD) videos, fashion hauls, house renovation plans, and general life vlogs. Her friendly, honest, relatable approach has won her a huge following across many age groups, and some of her most popular content involves her younger sister, from letting her do her makeup to surprising her with a trip to Disneyland. She has also reviewed everything from clothing lines to Primark makeup to her Tesla car.

For the last few months, Canham has been based in East London, happily living alone and vlogging about life in the capital, but recently she has taken off to focus on travelling the world and moving into a new chapter of her life. She posts twice a week to YouTube and also regularly posts on her other popular accounts.