Tobi Innes


Tobi has always had an eye for fashion & beauty. Forging her own entrepreneurial path in the industry, Tobi started partnering with brands when she was just 14, as her social media channels organically took off.

Tobi has a creative and spirited mind, which she took into her first internship in PR, then at start-up beauty brand Emma Lewisham and most recently, a role as a content and community coordinator at a marketing agency. Now having taken up social media as her full-time job, Tobi has combined her personal experience and past employment to give her a solid understanding of how well-done social media enhances and grows a brand. This has further ignited her passion to make elevated content on her own channels.

With a natural flair for social media content creation, Tobi has grown and curated her digital platforms and is known for her beautiful yet playful content, ironic humour and candid opinions. Her followers are treated to regular videos and stills of makeup & skincare routines, travel, OOTDs, socialising, and well-intentioned Martha Stewart homemaker attempts, as well as a borderline-obsessive amount of cat content.