Who is Paula Ślęzak? Sweets, makeup, and real talk – how does she handle the internet her own way?

Paula Ślęzak is not an influencer by chance. Even before anyone liked her stories, she was mastering makeup in sessions, working with clients, and knew the realities of the beauty industry. Social media was not her goal, just the next step. Today she has her own store, a stable community, and a well-thought-out feed that doesn’t try to convince anyone that they have to be “better.”

From Passion to Profession – How Did Paula Ślęzak Start as a Makeup Artist Before She Hit the Internet?

Before she fully entered the world of social media, Paula Ślęzak worked as a makeup artist – and not by chance, but out of a passion that quickly turned into a profession. She did makeup for photo sessions, advertising campaigns, collaborated with photographers, and worked at events. She didn’t create “for show” – only for real people, under time pressure, with a specific effect to achieve.

This stage gave her something that quick growth on TikTok doesn’t provide – practice, client contact, knowledge of working under pressure, and real responsibility for the final effect. At that time she wasn’t thinking about building her personal brand. It was about good craft, not self-promotion. But this foundation made it so when she entered the network, she knew what she was doing. She had her “why,” she knew her capabilities, and she could move beyond tutorials for reach.

This offline base also gave her the ease that many young creators lack – she didn’t have to prove anything because she knew the value of her work. And in the world of fast content, that really makes a difference.

TikTok, Instagram, and YouTube – So How to Build a Community Without Chasing Viral?

You can’t deny it – today Paula is a creator with real reach and a very engaged community. But this didn’t happen because she hit one viral incident. Her style is rather consistent presence and honesty in what she does, not chasing views. On TikTok, she gathered over 370 thousand followers, on Instagram – over 100 thousand, and she develops YouTube as an additional channel with a completely different energy.

On each of these channels, she is a bit different, but consistent. TikTok is more about behind the scenes, backstage, casual talks, and emotions. Instagram – thoughtful, but not stiff feed with relationships that live. YouTube – a more developed form, personal, sometimes with distance, sometimes very intimate. There isn’t one mask for every channel. And that’s exactly why people stay – because they know they aren’t watching a persona, but a person.

It’s also a great example for those who want to act but don’t want to burn out. You don’t have to be everywhere at once or do everything perfectly. You can build a community at your own pace if you have something to say and don’t copy everything from trends.

Sweets, Makeup, and E-commerce – How Does Paula Combine Lifestyle with Business (and Does It Well)?

Not every creator decides to start their own store. And when they do, it often ends up as a “project” for three months. Paula approached it entirely differently. Słodyczowo.pl wasn’t “because everyone has their own brands” – it was a real extension of her personality. She combined sweet aesthetics associated with her beauty content with a real online store offering sweet sets from around the world.

This isn’t e-commerce for show. It’s a working business, based on thoughtful product selection, aesthetics, and communication. Paula doesn’t push products in every story. She promotes subtly, consistently, and only when she truly has something to showcase. And importantly – she does it in a way that you don’t feel like you’re watching an advertisement.

If you’re looking for an example of a creator who managed e-commerce without turning into a walking store – here it is. Also, Paula is active on RefSpace, where she recommends her favorite products without needing to set up additional systems, logistics, or her own warehouses.

Consistent Style – Why Does Paula’s Feed Work Even Though It’s Not “By the Book”?

At first glance, you can see Paula has an aesthetic, but she doesn’t create content like from a creative agency moodboard. Her Instagram is consistent but not overdone. Colors match, lighting matches, but most importantly – emotions match too. It’s clear that it’s not just styling, but also approach.

There’s no pressure for every post to be a “campaign.” There’s no content calendar where every day is a separate product to drop. There’s a flow. There’s energy. There’s honesty. And that means more than filters.

Thanks to this, her profile doesn’t tire you out. It doesn’t overwhelm with aesthetics. It doesn’t suggest that your life is “not organized enough.” It’s beautiful, but human. And maybe that’s why this feed just works – because it doesn’t look like a product, but like a home.

Beauty, Mental Health, and Ease – How Does Paula Speak to Women (and More) to Make Them Feel Good About Themselves?

Not every beauty creator can get beyond lip liners and “Rossmann hauls.” Paula does something more. In her content about makeup, she delivers a message that hits: you don’t have to be perfect, that it’s worth taking care of yourself not only from the outside but also from within. She doesn’t force teaching. She shows what works for her – and leaves you space to decide if it’s for you.

Topics concerning mental health, burnout, pressure, and body relationship also appear in her socials. Paula talks about them without pretense, without a “mentor tone.” And that’s what resonates – especially with young people looking for a voice they can relate to.

She doesn’t pretend to be an expert on everything. But she shows that you can take care of yourself in different ways – and each of them is okay if it works for you. In times when everyone tries to be a life coach, this approach stands out.

Campaigns, Relationships, and Trust – How Does Paula Approach Collaborations to Avoid Losing Credibility?

Paula is represented by Collab Management, but her approach to collaborations is a different story than a “campaign machine.” She doesn’t jump at every offer. She doesn’t change her tone when the brief comes. If she doesn’t feel it – she doesn’t do it. Simple.

She works with brands that match her and her lifestyle. That’s why her sponsored content looks like… regular content. There’s no tension, no artificiality. Sometimes it’s posts, sometimes stories, sometimes longer tests – but always done her way. And it pays off. Brands come back because they know her audience trusts her.

This approach pays off – Paula doesn’t have to pretend or bend. She does her thing, and the campaigns simply fit into that. Without losing authenticity. Without exaggerating. And that’s what long-term credibility looks like in 2025.

You don’t have to immediately create a cosmetic brand or build e-commerce from scratch. Sometimes all you need is a space where you can recommend what you know and like – and earn from it.

Paula also works on RefSpace, where she manages her tasks, formalities, and logistical arrangements. She adds products that actually suit her – and earns from what she already recommends to her audience. Without a company? It’s possible. Without pushy sales? That’s also possible.