Adelaine Morin

#GirlsSupportingGirls is the mantra of influencer and girlboss ADELAINE MORIN. Since starting her YouTube career in 2011, Morin has cultivated a girl-powered brand and movement across multiple platforms. By channeling her inner Aquarius, Morin has committed to using her voice and platform for positive change.

Before Morin’s YouTube debut, the landscape of the platform was a lot different from what we’re used to today. Morin called it, “the years of Bethany Mota and Blair Fowler.” Morin saw her passions mirrored in these rising You- Tube stars. “When I was younger,” Morin added, “I had a thriving passion for all things room decor, makeup, hair, fashion, and editing.” Seeing these passions materialized on YouTube, fueled her passions. She began taking notes on her favorite YouTubers: how they started their channel, what she liked about their videos, etc. “I didn’t realize, but I was manifesting my future job,” she added.

Much has changed since Morin began her YouTube career. Rising to the challenges presented by the platform’s changing algorithms, Morin has learned to adapt to the ever-changing platform. “I’ve learned that you cannot stay stagnant...you have to grow and change your content when YouTube does,” Morin added. In the face of these challenges, Morin argues “it’s all worth it. I love my job,” and of course, her “amazing fans.”

Beyond the visible adaptations of her content, Morin has experienced immense personal growth since starting her YouTube career. Becoming her greatest advocate, she’s learned the importance of standing up for herself and her vision. Morin’s journey of self-empowerment began shortly after starting YouTube in 2011.

In high school, Morin experienced bullying as a result of her YouTube channel. Other girls called her names, physically pushed her, and posed her at the center of a vicious cycle of rumors. Morin’s experiences both in and out of YouTube shaped her to be who she is today. She began standing up for herself and realizing the importance of words and actions. Now, as an empowered and brave #GirlBoss she hopes to “get rid of the stigma that girls need to compete or be catty towards each other to succeed in life.” Thus, created her apparel line focused around this mission and the hashtag #GirlsSupportingGirls.

With a massive audience of young girls at the ready, Morin is creating an empowering and inspiring movement. Women rise when they support each other. Morin doesn’t tolerate anything less, “if you see any form of bullying stand up and say something.” Morin has learned to cope with her bullying and use her voice as a tool towards change.

Through her mission of empowering her young viewers, Morin has channeled a feminist message. “Sorry to break it to you, but if you believe in equality, you’re a feminist,” Morin commented with pride. She recognizes that feminists must push for equality and inclusion across the board, partnering with brands that share a similar message.

Treat others with kindness. Your words and the way you treat people can affect them more than you know..."

120Morin proudly partners with Hollister and Tarte Cosmetics, brands that mirror her passion for equality and inclusivity. Morin is proud of Hollister’s inclusive approach to advertising, showcasing models with diverse body types and ethnicities. Her other partner, Tarte Cosmetics, learned from their inclusion scandal In response, Tarte released a new foundation with 50 shades. Morin is proud to be working with Tarte for her upcoming makeup palette; yes, this girl boss literally does it all. “I’m so glad that they’re growing as a company. A lot of companies do not care about diversity or what consumers have to say... [Tarte is] being diverse and inclusive in everything they post and release,” Morin noted. The Adelaine x Tarte palette is available now on Tarte.com and Ulta Beauty Stores!

Morin’s passion for her makeup palette was palpable as she went into detail about her journey to the finished product. She used her experience as a graduate from makeup and skincare college, being very picky when it came to shades she chose. “I’d love for you to swatch and smell the palette and hopefully fall in love,” she noted. Morin said that it smells like vanilla and will make you feel like a total girl-boss. Morin’s brand and movement have manifested beyond social media through her donation efforts. Morin donates to girls non-profit organizations through her makeup Instagram and apparel line. “When I promote my apparel, I’m not promoting it for me I’m promoting it for the charities,” and to ultimately push her message of girls supporting each other. Morin has built the brand and movement with a positive and far-reaching scope.

There’s much more to come from Morin’s growing brand and impact. This “yellow-ball-of-sunshine” girl-boss is a force to be reckoned with and powerful inspiration for inclusivity in the influencer community. Her best advice to young women reading this issue is such: “Treat others with kindness. Your words and the way you treat people can affect them more than you know...and remember that this is your life you are here to serve you and live your most fulfilling life.” I think we all could use a little more of Morin’s yellow-ball-of-sunshine-girl-boss attitude in our lives.

STORY BY MACKENZIE RAFFERTY | PHOTOGRAPHY BY ANDRE NGUYEN