IN CONVERSATION WITH EVETTE XO

interview by JANA LETONJA

Lifestyle and Beauty Influencer, Entrepreneur, and Founder and CEO of EXO Cosmetics, Evette XO initially gained attention by sharing her favorite beauty tips. Her authenticity and entrepreneurial spirit have fostered a loyal following, with fans trusting her recommendations for products, clothing, and life guidance. She just launched a new line of blushes titled “Blushing For You” through her cosmetics company EXO Cosmetics earlier this month.

You started as a beauty content creator. What first inspired you to share your passion for makeup and lifestyle content?

I’ve always been passionate about beauty, fashion and self-expression, and makeup became my creative outlet. At just 18, I picked up my camera and started recording myself, not really knowing where it would lead, but feeling inspired to share my journey. I quickly noticed that there weren’t a lot of girls who looked like me on social media and that pushed me even more to create content. I wanted to build a space where beauty felt fun and relatable, especially for young women who didn’t always see themselves represented. As a mom and entrepreneur now, I love showing that you can embrace both glamour and real life, balancing business, family, and self-care. Seeing how my content has resonated with others and built a community has been the most rewarding part of this journey.

As a proud Latina and mother of three, how does your cultural background and personal experiences shape the content you create?

Being a Latina and a mom of three plays a huge role in the content I create. My culture is all about family, resilience and embracing who you are, and I bring that into everything I share. As a young mom and entrepreneur, I want to show that you can chase your dreams while still prioritizing family. I want my content to feel real, relatable, and inspiring for other women who see themselves in me.

Over the years, you’ve built such a strong and loyal community. What do you think has been the key to your connection with your audience?

I think the key to my connection with my audience has been staying 100 % true to myself. From the start, I’ve shared both the highs and the lows. Not just the picture-perfect moments, but the real, raw parts of my journey too. I’ve always made it a priority to engage with my girls like they’re my friends and family because to me, they are. Whether it’s through DMs, comments, or just creating content that feels like a genuine conversation, I want them to know I see them, appreciate them and that we’re on this journey together.

Social media is constantly evolving. How do you stay ahead of trends while remaining true to yourself and your brand?

Social media is always changing and I love keeping up with trends, trying new things, and evolving with the industry. I’m always moving, learning, and adapting to what’s new, but I never lose sight of who I am. My family keeps me grounded and reminds me of what truly matters. No matter how much social media shifts, I stay true to myself and my brand by creating content that feels authentic to me and my community.

EXO Cosmetics has been a huge success. What inspired you to start your own beauty brand?

I realized how much my girls and I were doing for so many other brands just by promoting them, and it made me think why not build something of my own. I also didn’t see a lot of Latina-owned beauty brands, and that pushed me even more. One thing about me is that I’m always up for a challenge, and even though I knew I’d be a little fish in a big pond, I was ready to go after my dreams. That’s how EXO Cosmetics was born, and it’s been amazing to create something that truly represents me and my community.

Your latest launch features eight new blush shades. What was the creative process behind developing them, and what makes these blushes unique?

Developing these new blush shades was so exciting for me because they were actually highly requested by my EXO Babes. I wanted to create colors that work for all skin tones and help bring out that natural beauty. The formula is lightweight, buildable, and blends perfectly for a fresh, flushed look. Right now, we’re focusing on building our core products, and these blushes are a big step in creating a collection that I know my audience is going to love.

In addition to EXO Cosmetics, you also own Act of Faith LA. What inspired you to venture into fashion?

Act of Faith LA is actually a collaboration with my husband, Ulysses. We both share a deep love for the fashion industry and when we first moved to LA, it really felt like an act of faith.’We took a chance and decided to bring that vision to life together. The name comes from that leap we took, and it’s been amazing to create something that reflects our shared passion for fashion and the journey we’ve been on.

How do you approach expanding your brands while maintaining authenticity and quality?

Expanding both EXO Cosmetics and Act of Faith LA has been an exciting journey, but for me, it’s all about staying true to the heart of what I’ve created. I’m really intentional about every step, making sure that as we grow, we don’t lose sight of the values that got us here - authenticity, quality, and connection with my community. I listen to my audience’s needs, stay involved in the creative process, and make sure everything we release feels true to who we are. For me, it’s not just about growth, it’s about making sure the foundation stays strong and that we never compromise on the quality and love that we pour into every product.

As both a beauty influencer and entrepreneur, how do you balance running a business while continuing to create content?

Balancing being a beauty influencer and running my businesses can be tough, but I love it. I manage my time by setting priorities and making sure I’m present in both areas. I schedule time for content creation while focusing on my brands, and my family helps keep me grounded. I also make sure my content supports my businesses, so they grow together while staying true to my purpose - creating, inspiring, and connecting.

What’s next for EXO Cosmetics? Are there any exciting new launches or collaborations we can look forward to?

There’s so much exciting stuff coming for EXO Cosmetics and I can’t wait to share it all. But let me not over share, my team will kill me if I spill all the tea too early. Stay tuned because we have some amazing new launches and collaborations in the works that I know my girls are going to love.