With her signature voluminous hairdo, boldly lined eyes and red lips—greatly inspired by hip-hop culture—content creator Nicole Law is hard to miss at an event; a lot of people get an up-close-and-personal interaction too because she runs around “fit-checking” people that catch her eye. Law previously worked at Warner Music Asia and media platform Complex Chinese in jobs where she realised her natural affinity for content creation.

“I realised I never thought of it as work—I just really enjoy the process from start to finish,” says Law. “It’s more about capturing the essence of real life and presenting it to the online world. I like to interact with people and shine light on their content through my voice and energy.”

Her content focuses on the diverse individuals she interviews. She doesn’t look for traditional attractiveness or style—“‘beauty’ is a very subjective thing in all art forms”— but effort and individuality, she says.