See where Australia’s original social media stars are now
These are the OG social media stars who cashed in when influencer marketing was at its peak. So, where are our “original” influencers now?
Confidential
Don't miss out on the headlines from Confidential. Followed categories will be added to My News.
These are the women and men who were “influencing” before it was even a thing – the OG social media stars who cashed in when influencer marketing was at its peak. Since then, some have made the big time, others have narrowly avoided jail and one has gone from living the high life in LA to living in a two-bedroom motel room in Batemans Bay. Where are our “original” influencers now?
Margaret Zhang
By her early 20s, digital savvy tastemaker Margaret Zhang had amassed more than one million social media followers and has become one of our most impressive and successful influencers.
The multi-talented Zhang has worked as a stylist, photographer, creative director and brand consultant since graduating from Sydney University with a combined Law/Business degree.
She started her fashion blog, Shine By Three, as a 16-year-old student at Kambala.
In 2021, she was announced as the editor-in-chief of Vogue China, the youngest person to hold an editor title at Vogue. She has since left the publication.
It was during this time she launched the Vogue Film Initiative — a program designed to mentor female Chinese filmmakers, producers, writers and actors.
She recently revealed to her more than two million Instagram followers she is expecting her first child.
As to what Zhang will do next, we’re not sure, however there’s no denying Zhang has become, and continues to be, one of the most influential Australians on the global fashion scene.
Chloe Morello
Back in the day, Chloe Morello was the crème de la crème of the beauty blogging world. She started her blog in 2011 before switching to YouTube, where she became known for her celebrity-inspired make-up looks.
During her fast rise to the top, she began working with brands including Napoleon Perdis Cosmetics and created tutorials for L’Oreal and Vogue. At the height of her success Morello collaborated with Ciate and Pixi Beauty and released a kit of her favourite eyebrow products from Benefit.
It was her relationship with Face Halo which is rumoured to have made her one of the highest-paid beauty influencers.
“She was easily earning at least $50,000 a post and was absolutely killing it in the US,” according to one insider.
Fast forward 13 years and she has swapped the US for Batemans Bay and is living in her family’s motel with her husband and two children.
Amanda Shadforth
Shadforth was one of the many local influencers who appeared on Aussie reality show Fashion Bloggers after becoming well-known on the fashion scene for her blog Oracle Fox. Today, she’s upped the ante and has gone from average to avant-garde, now working as a creative director and photographer for global brands including Cartier, Prada, Miu Miu and Penfolds.
Nicole Warne
Known for having a way with words, Warne’s fashion blog Gary Pepper Girl assured she stood out from the rest. It was a fashion and travel blog and Warne fast became known as fashion’s digital darling. Since getting married to her long-time partner Like Shadbolt and welcoming her first born, Warne has moved to New York where she continues to work with all the major luxury brands including Louis Vuitton, Dior and Tiffany and Co. Warne has been one of the smart ones who has set herself up before the Instagram marketing bubble burst.
Tash Sefton
Tash Sefton was one part of cult fashion blog They All Hate Us, until she fell out with her co-founder Elle Ferguson in 2019. While it’s not known what caused the rift, each have gone on to forge successful careers in fashion. Sefton is the “style curator” of Where Did Your Style Go, a guide to finding style at any age. They All Hate Us became a benchmark on how to monetise social media in the years that followed its launch. Sefton married her partner Adam Genovese in Melbourne earlier this year.
Max May
It all started with Lara Bingle (nee Worthington) and he now has Drew Barrymore on speed dial. There’s no denying May is Australia’s first and best-known male influencer. May made a name for himself as Worthington’s bestie and make-up artist and has since worked with all leading beauty brands including NARS, YSL, Armani and paints the face of every major star who comes to town, most recently Barrymore. His brand has developed tremendously since his early days in Sydney when he was better known for being Worhtington’s BFF.
Emily Skye
Fitness titan and mother-of-two Emily Skye was one of the OG fitness influencers. By 2017, she was worth a cool $32 million. The girl from Glenning Valley on the NSW Central Coast began modelling at the age of 15 and launched her fitness career after making it to the final five of Oxygen magazine’s modelling competition in 2010.
She currently has 2.6 million Instagram followers, 9.4 million Facebook followers and is probably one of the wealthiest OG influencers, having made several appearances on the Australian Financial Review’s Young Rich list in recent years.
Tammy Hembrow
One influencer who seems to have kept momentum throughout her decade spent on social media is Tammy Hembrow.
The mum of three is arguably one of Australia’s most successful creators, having built herself an ever-growing empire, since publishing her first Instagram post in 2013. She boasts 17.6 million followers on Instagram, is the founder of two businesses (Tammy Fit and Saski) and has an estimated net worth of$50m, according to The Australian Financial Review’s Young Rich list.
However her enormous success hasn’t come without controversy.
She has been in the firing line of Celeste Barber who called Hembrow’s post-baby body pics “dangerous”.
Her wedding invites were recently leaked after she requested “no children” and asked for donations through a “wishing well” at her wedding to Matt Zukowski.
Regardless, there’s no denying Hembrow is one of our most successful influencers.
Jessica Stein
At the peak of her fame in 2010, travel blogger Jessica Stein had more than three million followers on social media.
The jetsetter documented her travels all around the world before her glamorous life came to an abrupt halt in 2017 when her daughter Rumi was born seriously ill with a rare genetic condition.
What has followed since is multiple GoFund me campaigns with the instagrammer raising more than $135,000 in less than 24 hours to help pay for her sick baby’s mounting medical expenses. At the time Stein, who blogged under the name Tuula Vintage, said: “Unfortunately, all of our savings are long gone.”
Seven years on and the enigmatic Stein has been MIA, only surfacing to front another fundraiser for her daughter.
Alexandra Spencer
Model Alexandra Spencer first made a name for herself more than a decade ago thanks to her sultry Instagram posts in high-waisted white underwear.
At her peak, she had collaborations with multiple brands including juggernaut billabong and worked with luxury labels Louis Vuitton, J Brand, Vogue and Harpers Bazaar.
Fast forward 10 years and the LA-based blonde has used her social media platform to found and grow hugely successful fashion brand Réalisation Par which is a go-to for A-listers including Margot Robbie, Bella Hadid, Hailey Bieber, Kaia Gerber and Emily Ratakowkski .
Her besties include a number of Australia’s top models including Bambi Northwood-Blyth and Lucinda Taffs.
She’s considered the social media world’s quiet achiever.
Belle Gibson
When it came to health blogging, the go-to Instagrammer was Belle Gibson. However she went from hero to zero in her short two years as an influencer and came to be known as “Instagram’s worst con artist”.
Gibson made a fortune and amassed millions of social media fans by telling followers she had managed a terminal cancer diagnosis through nutrition and a healthy lifestyle through her account, @healing_belle.
She launched The Whole Pantry app in 2013 off the back of her claim she had cured her cancer with a gluten and sugar free diet and a wellness lifestyle. She won industry awards, earned a book deal, collaborated with multiple brands and courted the media until 2016 when her scam was uncovered.
In 2017 the Federal Court found Gibson guilty of misleading and deceptive conduct, fining her $410,000. She has previously appeared in court claiming she was unable to pay the fine. \
Antoinette Marie
She came, she conquered then she kind of disappeared. Marie Antionette aka Sydney Fashion Blogger burst onto the scene in 2015, however has failed to keep up momentum.
In 2012, the influencer was working at Bauer Media in creative production and started taking selfies in front of the hedge at home.
“I had a bar stool set up to use as a tripod with a timer on the camera, which was propped up by a book,” she said at the time.
By 2015 she was in her prime, with fashion royalty Alex Perry saying, “Antoinette has more cut-through than just about anyone else. She wears it and it flies off the racks”.
While she still has a social media presence and 1 million followers, Antoinette is now more focused on family than fashion.
Elle Ferguson
The other part of They All Hate Us is tanning range founder Elle Ferguson.
Ferguson, who currently boats 656,000 Instagram followers, is a digital influencer, entrepreneur, podcaster and creative consultant.
While many brands have begun moving away from enlisting influencers, Ferguson still garners interest from top brands, having recently collaborated with Dior, Louis Vuitton, Christian Louboutin, Myer, Portmans and Ksubi.
Darren Wick spotted for the first time
Disgraced former Nine news boss Darren Wick has been spotted for the first time since allegations were levelled against him tipped the broadcaster into a scandal and led to a management overhaul.
‘Surreal and exciting’: Phoebe’s three chances to win
There is triple the chance of victory for Phoebe Tonkin at Friday night’s big celebration of Aussie film and television. Here’s what they are.