Some creators chase trends. Others create them simply by showing up as themselves.
For Shalma Izzati, that's exactly what has made thousands of people fall in love with her content. Whether she's documenting her latest beauty obsession, sharing travel adventures, or filming wholesome (and often hilarious) moments with her husband, everything feels refreshingly real. No over-the-top personas. No trying too hard. Just the kind of effortless authenticity that keeps you watching until the very last second.
But behind every beautifully edited Reel is someone who's still figuring things out, embracing creativity, and proving that staying true to yourself never goes out of style. Growing up in a family of creatives—with one sister making waves in music and another in fashion—it's perhaps no surprise that storytelling found its way into her life too. What started as casual content created alongside her husband has since grown into a career that's opened doors she never imagined.
This year, Shalma added another exciting milestone to her journey by joining Fathom's Finest in Beauty Awards 2026 as one of our official judges, where she spent months testing, reviewing and carefully evaluating some of the industry's most exciting beauty launches. She also stepped in front of the camera as one of our latest cover stars, giving her the rare opportunity to experience both sides of Fathom's biggest beauty celebration.
From staying authentic in an industry driven by algorithms to her surprisingly simple skincare philosophy, hijab hair-care tips, favourite beauty products, dream collaborations, and what really happens behind the scenes when filming with her husband, we sat down with Shalma for a candid conversation that's every bit as warm, honest and relatable as the content she's known for.
AN INTERVIEW WITH SHALMA IZZATI
“I think I’m just someone who gets excited about a lot of different things, and I like bringing people along with me. I actually started creating my first few pieces of content with my husband, and neither of us had any experience with shooting or editing. Over time, I really enjoyed creating and sharing the things I genuinely liked. Then I realised there was a community of people who enjoyed coming along with me too, and I think that’s what kept me going.”
For readers who are discovering you for the first time, how would you describe yourself, and what inspired your journey into content creation?
You create a lot of content with your husband, and your audience clearly loves the dynamic between you two. What's one thing people don't see behind the scenes of filming together?
“I think it can be really chaotic sometimes. People see the final outcome, but behind all of that, there are usually a lot of takes, random ideas, having to repeat things so many times, and sometimes even little disagreements. But nonetheless, we still really enjoy filming together and just being ourselves.”
Talent clearly runs in your family, with one sister in music and another in fashion. How has growing up in such a creative household shaped the person and creator you are today?
“I think it definitely made creativity feel like something I could explore from a young age. My sisters are both expressive in very different ways, and watching them pursue their own creative paths taught me that you can have your own identity while still being inspired by the people around you.”
The content creator space has changed so much over the years. How do you stay authentic while keeping up with trends and the constant pressure to create?
“For me, I always ask myself, “Would I actually do this if I wasn’t creating content?” If the answer is no, I usually won’t force it just because it’s trending. Trends are great when you can put your own personality into them, but I think people can tell when something doesn’t feel like you. I’m still learning not to put so much pressure on myself to constantly create too.”
You've built a name for yourself across lifestyle, travel and beauty. Looking back, was there a defining moment when you realised content creation could become more than just a hobby?
“I don’t think there’s one big moment for me. It was more like a gradual realisation when I started getting opportunities that I never imagined I’d get from simply posting online. Eventually, I realised this wasn’t just something I did in my free time anymore, it had become something I genuinely wanted to build a career around. And honestly, I’m still figuring it out as I go, which I think is part of the fun.”
“My biggest hijab care tip is, if you can, try not to tie your hair too tightly, especially when you’re wearing your hijab for long hours. I also try to make sure my hair is properly dry before putting my hijab on, and after a long day of travelling or filming, I’ll let my hair down as soon as I can. I think being gentle with your hair makes a big difference too. And of course, keeping your scalp clean and washing your hair regularly, is something I won’t ignore.”
As someone who wears the hijab while constantly travelling and filming, what are your biggest hijab care tips for keeping your hair and scalp healthy?
If you could collaborate with any brand or creator in the world who would it be and why?
“I’d love to collaborate with Glossier, and if I could work with a creator, definitely Emma Chamberlain. I really love how Glossier makes beauty feel effortless and approachable, which is something I naturally gravitate towards in my own content. And with Emma, I really admire how she’s built such a strong identity around her personality and keeps her content feeling natural even as she’s grown. ”
“When I’m rushing, I keep it really simple, usually some base or concealer where I need it, brows, a little blush, mascara and lip oil. I can’t say one but either brows or a tinted lip oil that I can’t live without. My current go to is Mare Lip Slick Hydrating Tinted Lip Oil.”
When you're in a rush but still want to look put together, what's your go-to everyday makeup routine, and which products can you not live without?
“One thing I’ve actually changed is that I stopped using facial wash in the morning and just rinsed my face with water, and I feel like that has made a difference for my skin. I also try to use a face mask whenever I can, especially when my skin feels like it needs a little extra care. I think sometimes it’s really about finding what works for your skin and being consistent with it, rather than constantly changing your routine.”
Skincare is a big part of your content. What's one skincare habit you've adopted over the years that has genuinely made the biggest difference to your skin?
What's one beauty trend that everyone seems to love but you personally think is overrated, and what's one underrated beauty tip you wish more people knew about?
“I think overly complicated skincare routines are a little overrated. There are so many products and trends now that sometimes we feel like we need a 10-step routine to have good skin, when really, finding a few things that work for you and being consistent with them can be enough. I’m definitely someone who prefers keeping things simple.”
“It was honestly such an amazing experience. Being a judge meant I had to look at products from a completely different perspective, not just whether I liked something, but what actually made it stand out and whether I could see myself recommending it. There were definitely a few products that caught my attention. Some of the brands were already familiar to me and are products I still use, but ODDLY kinda stood out. It was something new that I hadn’t tried before, so I didn’t really have any expectations going into it so I was actually surprised by how much I liked it.
Then being on the other side of the camera for the cover shoot was such a fun experience because I got to just enjoy being in front of the camera and seeing everything come together. Having both experiences with Fathom made it feel even more special.”
As one of the judges for the Fathom’s Finest in Beauty Awards 2026 and also our cover star, what has this experience meant to you? What qualities do you believe truly set an exceptional beauty product apart, and what message would you like to share with our readers and the brands shaping the future of beauty?
CREDITS
WARDROBE: TOP KHOON HOOI | BOTTOM SYOMIRIZWA GUPTA
JEWELLERY: KAIMIRRA
LOCATION SPONSOR: RENAISSANCE KUALA LUMPUR
PRODUCTS: WOOTS SKIN
PHOTOGRAPHY: ALYSSA NUR AIN