IN CONVERSATION WITH WENDY CUNG LY

interview by JANA LETONJA

Content creator Wendy Cung Ly is affectionately recognized as social media’s big sister. With a multi- platform presence on YouTube, TikTok, and Instagram, Wendy effortlessly connects with millions of women worldwide who trust her influence implicitly.

Wendy, you’ve built an immense presence across YouTube, TikTok, and Instagram. Can you share what initially inspired you to start creating content and how your journey began?

Honestly, I kind of stumbled into this industry by accident. Back in 2020, I was a sophomore in college trying to figure out what I wanted to do. While my friends were securing internships, I hadn’t lined one up yet, so I decided to turn to social media and started my Instagram as a “summer internship” to learn about marketing. I was really into skincare at the time, so I focused on that. What started as a resume booster quickly turned into a growing community.

By the end of that summer, I had 10k followers, and soon enough, it became a full-time thing. I realized I genuinely love helping people with their skincare routines. As I started sharing more about my life, my audience, who I call my “skindys”, started to feel like a family. 

How do you approach creating content that resonates with your diverse audience? What’s your process for staying relevant and engaging across different platforms?

First and foremost, authenticity is everything. Trust isn’t something you can force, it’s earned over time. I don’t just promote products, I always share my personal experiences and connect on a deeper level. Like, no one wants to just hear, “This moisturizer is good.” They want to know that my skin barrier was completely wrecked, and this moisturizer was the only thing that saved it.

Each platform has its own vibe, and I’ve learned to adapt really well to that. Whether it’s a quick, fun video on TikTok or a more in-depth YouTube review, I make sure the content fits but still feels like “me”.

You’re often referred to as social media’s “big sister”. How do you cultivate such a strong, trusting relationship with your audience?

I’m actually a big sister in real life, and I think that naturally comes through in how I interact with my audience. Building a strong and trusting relationship definitely takes time. You have to be vulnerable to make that deeper connection, and over the years, I’ve shared my own struggles and how I’ve bounced back from them.

That’s exactly what being a big sister is about, making mistakes, going through tough times, and then helping my audience learn how to navigate through it. I think that’s why so many people feel comfortable trusting me with their skincare routines and life advice.

Your content often leads to products flying off the shelves. How do you decide which products to review or promote, and what’s the key to your influential recommendations?

I like to keep an open mind when deciding which products to review. I know not every product will work for me, so I’ll often share them with my friends or family to see how they feel about it. If a brand reaches out and the product doesn’t align with my skin, I’ll still share my boyfriend’s or sister’s amazing experience with it.

Every product isn’t made for everyone, but it could be a game-changer for someone in my audience, and I want to make sure they know all the options out there.

What trends or changes in the industry are you most excited about right now?

Recently, there’s been a lot of momentum in the beauty industry around inclusivity, which I’m so excited about. People are pushing for wider shade ranges and more diverse undertones in makeup, and it’s amazing to see this kind of change happening.

Speaking of inclusivity, I’ve also noticed more Asian Americans getting exciting opportunities. As an Asian American woman, I used to think I wouldn’t have access to the same experiences as some of my peers, but things are changing. It’s been really inspiring, and now I’m making my vision board with even bigger dreams.

With your busy schedule managing multiple platforms, how do you balance creating content with other aspects of your life?

Aside from content creation, I’m also a business owner with my clothing brand Envisage, and an investor, so I’m always wearing different hats. But creating content is what I truly love and what comes naturally to me. I wouldn’t be able to juggle everything without my amazing team, my management, my assistant, and my editors. I’m definitely not a one-woman team. Having that support allows me to focus on being at the forefront of creating content while still managing everything else.

How do you handle criticism or negative feedback, especially given your large and engaged audience?

This might sound cheesy, but if I were a song, I’d be ‘Elastic Heart’ by Sia. I’ve learned to handle criticism and negative feedback really well. I’m also an empath, so when I see a mean comment, I usually feel more for the person behind the screen than for myself. Most of the time I think they’re projecting their own insecurities. After all, they say that hate and love are two sides of the same coin.

Can you share a piece of advice or a lesson you’ve learned that has significantly impacted your career?

One of the best pieces of advice I’ve learned is to never forget to have fun while doing what you love. It’s easy to get caught up in the pressure or overthink things, but at the end of the day, enjoying the process is what keeps everything exciting and fulfilling.

What long-term goals do you have for your platforms and personal brand?

I definitely still want to keep creating content because it’s so much fun sharing different parts of my life with my audience. Recently, I also created a food channel, and I’m excited to build that up too. I love cooking and sharing my unique recipes with my audience, so I can’t wait to see where that goes.

What can you share with us about your exciting upcoming projects?

I’m really excited about the upcoming launch of my clothing brand, House of Envisage. We’re dropping our Fall collection on 12th October, and it’s something that my co-founders and I have been working on for months. We’ve put a lot of thought and effort into curating this collection, and I can’t wait to share it with everyone.