At first glance, Joanna James is the creator behind effortlessly styled outfits, glowing beauty looks and lifestyle content that feels both aspirational and refreshingly relatable. But spend a little more time getting to know her, and you'll discover that her greatest strength isn't her eye for fashion or beauty—it's her unwavering authenticity. In an industry where trends change overnight, Joanna has built her career by remaining true to herself, proving that genuine connection will always outlast fleeting algorithms.
Her journey began during the uncertainty of the pandemic, when creating TikTok videos for fun unexpectedly opened the door to a career in beauty, lifestyle and fashion. Today, she's become one of Malaysia's rising digital creators, inspiring a growing community with content that celebrates confidence, creativity and embracing every chapter of life—even the difficult ones.
This year, Joanna takes on another exciting role as one of the official judges for Fathom's Finest in Beauty Awards 2026, lending her expertise, discerning eye and genuine love for beauty to honour the year's most deserving products. At the same time, she's preparing for an exciting new milestone with the launch of Basics By JoannaS—a fashion label born from love, purpose and a promise to honour the legacy of the person who believed in her long before the world did.
In this exclusive cover story, Joanna speaks candidly about navigating grief, finding strength through vulnerability, building a career that reflects her values, and why success has never been about following someone else's timeline. She also shares the beauty, skincare, haircare and makeup essentials she genuinely reaches for, along with the lessons that continue to shape both the woman and creator she's becoming.
Because sometimes, the most beautiful stories aren't the ones that happen overnight—they're the ones that are lived, learned and worn with grace.
AN INTERVIEW WITH JOANNA JAMES
“I’m a small-town girl from Penang whose love for fashion eventually turned into a career. During the MCO, while I was studying fashion, life felt uncertain for everyone.
Although it was a challenging time, it also became a turning point for me. It encouraged me to step outside my comfort zone and try something new.
I’ve always loved fashion, beauty, and lifestyle, so l decided to start posting TikToks for fun, mostly hopping on trending videos and challenges. I never expected those short clips to gain attention, let alone become the beginning of my career as a content creator. Looking back, it’s amazing how something that started so casually opened the door to opportunities I never imagined. I’m incredibly grateful that one small decision led me to where I am today.”
For those who may not know you yet, tell us a little about yourself and your journey as a content creator in beauty, lifestyle, and fashion. How did you first step into this industry?
“Behind the camera, I’m someone who loves creating, connecting, and finding meaning in life’s experiences. One thing people might not know about me is that music has always been a huge part of my life. I grew up learning different instruments, I love to sing, and I even used to perform in live band gigs. Although I’ve stepped away from that chapter, music will always have a special place in my heart.
More than anything, I hope to make a positive impact on people’s lives, especially during their most difficult moments. Last year was a year of loss, in February I lost my Paternal Grandmother and then I lost my biggest light and bestfriend, My Dad and just three weeks later, I lost my maternal grandmother.
Experiencing so much loss in such a short period changed me in ways I never expected. It was shocking, it was hard, processing feelings and emotions got way more complicated. But in amidst of the darkness that period brought me, It taught me that while we lose the people we love, we never lose the impact they leave behind. I want to remind people that grief doesn’t mean the end of someone’s story, it can become a way of honouring them through the life we choose to live.
That belief is what inspired my newest chapter. I’m preparing to launch my own fashion brand, Basics By JoannaS, dedicated to my dad. While he was battling cancer, I tried to build my career, but there came a point where I had to put my ambitions on hold to care for him. I never once regretted that decision. This brand is my way of continuing the dream I had back then and building something that carries his legacy forward. He was my biggest supporter, and everything I create is with the hope of making him proud. If one day I’m able to take care of my family, my mother, his most beloved wife the way he always took care of us, I know that will be the greatest way I can honour him.
And on a lighter note… Dad, I know you’re looking down thinking, “I always knew she’d end up in a magazine!” As craaaaazy as this feels it’s something I never thought would happen in a million years, I’m beyond grateful for this opportunity.
A special shout-out to James Singh for being the best father, my biggest inspiration, and the reason I continue to dream bigger every day.
I love you, Dad. This one’s for you.”
Behind the camera, who is Joanna? What are some things people might not know about you outside of your content creation journey?
“Balancing everything comes down to learning how to prioritize, compartmentalize, and remind myself that everyone has their own timeline.
Growing up, I always had this ideal timeline mapped out for myself. I thought I had everything figured out: graduate high school by 17, continue studying immediately, build a small business by my early 20s, and achieve financial freedom by 23. Looking back now, I laugh a little because… how unrealistic was that?
Life doesn’t always move according to the plans we create for ourselves. Along the way, I experienced unexpected challenges, difficult situations, and met people who changed the direction of my journey. I also realized that I was carrying too much pressure on my shoulders, and that constant need to achieve sometimes took away from appreciating how far I had already come.
Learning that everyone has their own timeline has been the biggest thing that keeps me grounded. I’ve learned to slow down, focus on what I can control, and give myself grace through every chapter of life. Success and life itself isn’t always about how quickly you get there but it’s about growing, learning, and becoming the person you’re meant to be along the way.”
With a busy schedule balancing content creation, fashion, and upcoming projects, how do you make time for yourself and stay grounded in your everyday life?
“One of the biggest challenges I’ve faced as a content creator is learning that everyone sees the world differently. What feels right to me may not always align with someone else’s perspective, and I’ve learned that there isn’t always one “correct” answer in every situation.
As creators, we share parts of ourselves with the world, and with that comes different opinions, interpretations, and sometimes criticism. Many of the issues and conversations we see today are shaped by years of personal experiences, beliefs, and circumstances, and understanding that has taught me that not everything is within my control.
The biggest lesson I’ve learned is to stay grounded in who I am and stand by my values. Cancel culture is a reality in today’s digital world, but I believe it’s not just about how others respond to you but it’s about how you choose to respond while still remaining true to yourself.
At the end of the day, I focus on creating with good intentions, learning from feedback, and continuing to grow without losing the person I am.”
You’ve built a strong presence as a content creator. What has been the biggest challenge you’ve faced in your career, and what lessons have shaped the way you approach your work today?
“I think the biggest thing that helps me stand out is staying true to myself. I don’t chase the spotlight, and I don’t create content just because something is trending anymore or because I feel pressured to fit into a certain image. Everything I share comes from what genuinely feels like me.
I’ve always believed that authenticity is the most important thing. Sometimes people may find certain content “cringey,” but if it’s something that brings me joy and represents who I am, then that’s what matters. I believe when you stay true to yourself, you naturally attract the people who connect with your values and the things you create.
This industry moves very quickly, and I think it’s easy to lose yourself while trying to keep up with expectations or chase acceptance. For me, staying grounded and remembering who I am is something I protect deeply. I’ve learned through my own personal experiences that not every person or opportunity is meant to stay in your life, and that’s okay.
At the end of the day, I believe in moving through life with authenticity, elegance, and poise. If something is meant for you, it will find its way to you. I’d rather build a journey that feels genuine than become someone else just to be accepted.”
The beauty, lifestyle, and fashion space is more competitive than ever. How do you try to stand out in the industry and create content that feels uniquely “you”?
“Honestly, I’ll be very real for a second, I’m still learning when it comes to skincare. I wouldn’t say I’ve always been the best at it, but I’m trying my best to understand what my skin needs and build better habits.
One thing that is absolutely non-negotiable for me now is sunscreen. I neglected it for most of my life until about two years ago, and I wish I had started earlier. Sun damage happens gradually, so it’s something I always remind people not to overlook. Before applying makeup, my routine always starts with sunscreen, followed by toner and moisturiser. Sometimes I’ll add a Vitamin C serum because I love how it complements my daytime routine.
At night, I focus more on hydration and repairing my skin barrier. Every few days, I’ll use a moisturising face mask, and I really love the Bio-essence Bird’s Nest Face Mask because it leaves my skin feeling deeply hydrated and refreshed. After cleansing, I’ll apply toner, followed by a simple skin barrier serum. One of my current favourites is the Medicube Pink PDRN Peptide Serum, and I finish everything off with moisturiser to lock in all the hydration.
My routine is actually quite simple, but I’ll admit that consistency is something I’m still working on. Sometimes I get lazy and skip steps, which is very much my Type B personality showing. But skincare is a journey, and I’m still learning to build better habits while understanding and taking care of my skin.”
What does your current skincare routine look like, and what are some non-negotiable products or steps you swear by for keeping your skin healthy?
You’re also launching your own clothing brand, Basics By Joanna S. What inspired you to venture into fashion, and what can people expect from the brand’s first collection?
“Fashion has always been a big part of my life, but Basics By JoannaS is more than just a clothing brand, it carries a piece of my personal story.
While I was trying to build my career, my dad was battling cancer, and I found myself having to make a difficult decision between pursuing my ambitions and being there to take care of him. Choosing my family was something I never regretted, but after losing him, I wanted to create something that continued the love, support, and confidence he always gave me.
The name JoannaS holds a very special meaning to me. In the beginning, I felt a little insecure about putting my own name on a brand. I remember thinking, “Who am I for people to buy from a brand that carries my name?” It felt almost too bold. But then I realized that this name was given to me by my parents, and the “S” represents Singh, my family name. It represents my roots, my story, and the person my dad and my family raised me to be.
The confidence my dad gave me is something I still carry with me today, and creating this brand is one of the ways I hope to honour him and make him proud.
For our first collection, expect exactly what the name represents: basics. Pieces designed for those “I have nothing to wear” moments, even when your wardrobe is full. I wanted to create clothing that is versatile, effortless, and easy to style. pieces you can simply throw on, layer, and always feel put together without having to overthink it.
I’ve always personally gravitated towards neutral tones because I find styling colours quite challenging, and I wanted to create a collection that reflects that. The pieces are designed to complement what you already own and fit seamlessly into your everyday wardrobe.
Basics By JoannaS is created for simplicity, confidence, and timeless style. We’re launching soon, and I can’t wait to share this journey with everyone. Follow us on Instagram: @basicsbyjoannas and visit Basicsbyjoannas.com for updates.”
“Haircare is something I’m actually quite passionate about, and it’s one area where I can confidently say I’ve become much more intentional.
Before I begin, I just want to say that I’m aware I’ve mentioned my loss quite a few times throughout this interview, and I hope it doesn’t come across as me trying to share a sob story. The truth is, losing my dad was the experience that impacted me the most and changed me in so many ways. I think it’s important to be honest about the moments that shape us, and this was one of those moments for me.
Last year, after losing my dad, I experienced something I never thought would affect me physically, major hair loss caused by stress which resulted in bald patches. I always knew stress could affect your emotions, but experiencing it physically was something completely different. I went to doctors and clinics trying to understand what was happening, but it wasn’t until after my dad’s passing that my hair slowly started recovering. Today, I’m grateful to say my hair is much fuller and healthier, and that experience taught me the importance of taking care of myself.
My hair routine is something I’ve become more intentional with, although I’ll admit I’m still working on being fully consistent. When I remember, I use a hair serum and the Lab On Hair Tonic after washing my hair, which is usually every two to three days. I personally find that washing my hair every day strips away my natural oils and leaves my scalp feeling dry, so I’ve learned to give my hair time to maintain its balance.
For my wash routine, I love the Pantene Miracle Hair line. I use the shampoo, conditioner, and I never skip the hair mask. It gives my hair the shine, softness, and healthy feeling that I love. This step might not be for everyone, but I find that my hair responds really well to it and it has become one of my favourite parts of my routine.
One thing about my hair is that it’s a little too obedient, almost too much! When I use heat to curl it, the curls can sometimes become very tight and intense. Before shoots or days when I want softer curls, I usually curl my hair the night before and let it settle overnight. For my hair type, this helps the curls loosen beautifully and allows them to last for days.
I’ll admit, my Type B personality does show sometimes because I’m not always the best at remembering heat protectant (I’m still working on it!), but having a good haircare routine has helped my hair stay strong and healthy. The Pantene hair mask especially has been a favourite of mine for keeping my hair looking and feeling healthier.
Healthy hair takes time, patience, and consistency, and I’m just grateful to be back on track with mine. Hopefully, I never have to go through the insecurity of patchy hair and watching my hair fall out like that again
Eh please ah universe, I’ve learned my lesson!”
Hair is such an important part of any beauty look. What are your go-to haircare tips or treatments for keeping your hair looking healthy, especially with frequent styling and shoots?
“When it comes to makeup, I think the biggest thing that makes me feel confident and camera-ready is having the best base. I’m still learning and perfecting my technique, but I’ve realised that good makeup always starts with good preparation.
For my skin prep, I’ve been loving the Muji Sensitive Skin Lotion as a moisturiser. I’ve heard many makeup artists swear by it as a prep step, and I completely understand why. It’s affordable, simple, and surprisingly works really well for my skin. I personally prefer applying my base with my hands rather than brushes or sponges because I feel like it blends beautifully into my skin. Of course sunscreen right after before make up. I’m using the medicube PDRN Tone up sunscreen.
One thing I’ve learned about my skin is that I naturally have quite dark under eyes, so one of my favourite tricks is using a red-toned blush underneath before applying concealer. Not too much where it just looks red, just 2 mini dots on the darkest part of my eye bag discoloration. It helps cancel out the darkness before adding coverage. You’ll look a little crazy for a hot minute, but trust me, it’s so worth it!
For me, the biggest difference is when makeup doesn’t look cakey. Taking the time to properly set areas that crease easily, especially under the eyes, instantly makes the makeup look smoother and gives me more confidence throughout the day.
I also think bronzer is such an important step because it brings dimension back to the face. Recently, I’ve been loving liquid blush and bronzer because they’re easier to control and build before setting everything in place. A little technique I’ve been enjoying is applying blush on my cheeks as usual, but also adding a small amount underneath the tip of my nose. It sounds unusual, but it gives such a natural, lifted, and healthy look to the face, almost like an effortless contour in a soft pink tone.
And of course, lashes are my absolute go-to. I can never skip lashes! Whether it’s lash extensions or a good pair of stick-on lashes, they’re something I always come back to. I feel like lashes instantly bring light to the face, make me look more awake, and complete the whole makeup look.
The final step that ties everything together is always a good setting spray. My current favourite is the MAC Fix+ because it gives my skin that radiant, fresh finish while helping everything melt together beautifully.
One little tip I swear by: always pat out your concealer before setting it with loose powder. It makes such a difference in keeping the under eyes looking smooth and natural.”
When it comes to makeup, what are your signature beauty essentials or techniques that instantly make you feel confident and camera-ready?
“What an incredible experience it was. Being part of Fathom’s Finest in Beauty Awards as a judge allowed me to meet so many influential individuals within the industry, and what stood out to me the most was their passion, talent, and dedication to what they do. Seeing how the beauty industry operates behind the scenes was truly inspiring.
I’ve always believed that every person you meet is an opportunity to learn something new. Being surrounded by women who are not only leaders in their fields but also building businesses and creating their own paths was incredibly empowering. Seeing their passion and how they execute their visions reminded me why I love what I do and motivated me to continue pushing myself, especially after being focused on planning my own business journey.
Having a voice in this industry is something I never take for granted. Being able to share my story is a privilege, but it’s also something I approach with care. I don’t always want to share my experiences from a place that may invite sympathy, I want to share them from a place of growth, resilience, and empowerment. If my journey can inspire someone else or remind them that difficult chapters can become part of something meaningful, then I’m grateful to have that platform.
Being featured on Fathom’s cover and having the opportunity to share this chapter of my life means so much to me. It’s an opportunity I honestly never thought I would receive, and I’m incredibly grateful for this moment. A heartfelt thank you to Fathom Magazine and especially Farah Khan, the founder of the magazine, for choosing me as one of the judges and giving me this opportunity and space to share my story. It is truly an honour that I will always cherish.”
You were recently part of Fathom’s Finest in Beauty Awards as a judge and also graced Fathom’s cover. What was that experience like for you, and what did it mean to be recognised not only as a beauty creator but also as a voice in the industry?
CREDITS
WARDROBE: KHOON HOOI
JEWELLERY: KAIMIRRA
HAIR: GOOD LUCK HAIR SALON
LOCATION SPONSOR: RENAISSANCE KUALA LUMPUR
PRODUCT: GIVENCHY BEAUTY
PHOTOGRAPHY: ALYSSA NUR AIN