Behind every viral campaign, polished creator partnership, and perfectly timed brand collaboration is someone making the magic happen—and for Jazreena, that's just another day at the office.
As both an influencer and KOL manager, Jazreena has experienced the creator economy from every angle. She's stood in front of the camera, worked behind the scenes, and understands exactly what it takes to build meaningful collaborations that resonate with audiences while delivering results for brands. In an industry where trends disappear overnight, she's remained grounded by one simple philosophy: authenticity will always outlast virality.
This year, Jazreena adds two more exciting milestones to her journey as one of Fathom Magazine's Cover Stars and a judge for the Fathom's Finest in Beauty Awards 2026. From testing some of the year's most talked-about beauty launches to celebrating innovation across the industry, she brings a unique perspective shaped by years of experience on both the creative and business sides of content creation.
But beyond the campaigns, the beauty products, and the busy schedule is someone who'd happily trade a packed calendar for a quiet afternoon at home with her husband, her beloved fur babies, and a good book. We caught up with Jazreena to talk about her career, the future of the creator industry, the skincare routine that keeps her sensitive skin happy, and what it was really like stepping into the role of both judge and cover star for one of beauty's biggest celebrations of the year.
AN INTERVIEW WITH JAZREENA RAFIQ
“I start my day with some movement, either a way or at the gym then I do a daily check in with my team on what work we have ongoing, campaigns are always on going so its important to keep track of everything to keep both my talents and clients happy. ”
For readers who may be meeting you for the first time, can you tell us a little about yourself and what you do?
“I am pretty much on the ball and out and about for work so when I do have some time off I love to relax, unwind and spend time at home with the husband and the fur babies. I truly love curling up with a book and just disconnecting sometimes.”
When you're not creating content or working, what does your ideal day off look like?
As someone who is now a KOL manager and once worked in an agency, you've experienced both sides of the industry. How has working behind the scenes changed the way you approach brand collaborations?
“Having been on both sides helps me see the perspective of campaigns from both content and results, and finding a middle ground between the two. The balance that helps contribute to our campaigns doing well. ”
You have sensitive skin, which can make trying new products a challenge. How do you manage flare-ups while still being open to discovering new skincare and beauty launches?
“Most important part of trying new products, is also understanding that some ingredients or elements can trigger your skin so I do avoid certain ingredients and keep to the ones that I am most confident will not trigger my skin, If and when a flare up happens, just be patient throughout the process and trust my skin will heal. ”
“I once did a campaign with one of my talents for MyForeverDoggo which was a campaign that centered around awareness of the abuse these poor innocent souls go through. Being able to work with the client, and find talents to further drive the message was amazing because its something I feel so strongly about, its one of my favourite campaigns. ”
What's been the most rewarding moment in your career so far, and is there a dream collaboration or milestone you're still hoping to achieve?
Is there one beauty product that has genuinely changed your routine or the way you care for your skin? What makes it a permanent staple in your collection?
“The Shu Uemura Cleansing oil, I love the Ultim8 because its gentle yet removes all your make up and impurities, amazing. ”
“Oh yes, I have dry skin and hydration is my non-negotiable. I use products that promote hydration and also without fail double cleanse my skin every night regardless of if i used make up or not. Clean your pores! First with a cleansing oil, then with a gentle cleanser. ”
Walk us through your everyday beauty routine. What's your approach to balancing skincare and makeup, and are there any non-negotiable steps you never skip?
Many people believe beauty starts from within. How do you think health and beauty go hand in hand, and what healthy habits have made the biggest difference to how you look and feel?
“Do not skip your daily supplements, and honestly, I drink at least 3 Litres of water daily. Since I started keeping up with the water, I’ve noticed a drop in my break outs.”
“My career actually began with a beauty magazine so this experience was so nostalgic for me. The diversity and creativity that continues that exists in today’s beauty industry is something that I am proud to witness and proud to say that Fathom portrays with this cover. We got to work with people from different life paths and that is what beauty has always been, embracing your differences through the love of skincare and make up. ”
This year, you're both a Fathom's Finest in Beauty Awards judge and one of Fathom Magazine's cover stars. What has this experience been like for you, and how has being a judge given you a new perspective on the beauty industry and the products you discover?
CREDITS
WARDROBE: OUTER KHOON HOOI | INNER MILESTONE369
JEWELLERY: KAIMIRRA
HAIR: MUJISAN
LOCATION SPONSOR: RENAISSANCE KUALA LUMPUR
PRODUCTS: TIMELESS SKINCARE | YSL BEAUTY | THE ORDINARY
PHOTOGRAPHY: ALYSSA NUR AIN