The BURO Impact Awards celebrates the creativity, originality, passion, and accomplishments of Malaysia’s trailblazing talents. Ahead, we delve into conversation with our Beauty Creator of the Year, Lucas Lau.
As soon as the camera light beams a vivid red, Lucas Lau transforms. He’s a natural in front of the lens, posing confidently with every click of the shutter. There’s no need to give him any direction—he knows his angles. And, in what must be record time, we’ve got the shot.
It’s this ineffable star quality that has earned Lau his title as our ‘Beauty Creator of the Year’. He’s been making his rounds as a regular at Fashion Week and as a collaborator of high-profile brands like Gentle Monster and Tommy Hilfiger. And, with his own content, he’s always got a finger on the pulse of the next big thing. As far as we can see, he’s self-assured, industry-savvy, and charismatic.
But, as soon as the cameras turn off, something shifts and Lau’s bravado drops. Suddenly, he is soft-spoken and shy; nothing like his social persona. While prepping for the next section, he agonises over having to articulate himself on video. Then, once again, when the cameras start rolling, he’s smooth-talking and eloquence galore. It’s an interesting dichotomy that he has going for him. In fact, it’s almost jarring to watch Lau go from perfectly poised and effortlessly cool to reserved and bashful in a matter of seconds. Jarring, but impressive nonetheless.
TONGUE TIED
“Talking has never been my strong suit,” he admits. “I’m so bad at talking. I’m just very introverted and it has always been a little hard for me.” At first, it’s hard to believe. But, after sifting through his content, you’ll quickly realise that the talking heads and voiceovers are few and far between. We almost can’t believe we’ve never noticed, but once you throw in the frills of his fast-paced editing, his clever transitions and his succinct, gripping creative concepts, it’s clear that words were never necessary. His talent does all the talking for him.
Still, though, communication is a huge part of being an influencer, with attending events and networking being a key part of the job. So, why pursue a career that revolves so heavily around communication as an introvert? Well, as Lau puts it, creating content has always just come naturally. “I did not start out with the goal of becoming an influencer,” he admits. Really, posting was just a means of expressing himself through his makeup and style. It was only as the years progressed that Lau eventually found his footing and shaped a distinct brand for himself.
In particular, K-pop remains a huge influence on his work, including the subculture’s playful fashion and beauty trends. “They always have the best makeup, best outfits, and best aesthetics,” Lau enthuses. His signature style doesn’t just lean into the pretty, either—he’s always been one to experiment with his look, giving him the distinct edge that has set him apart from the crowd. “My style has evolved over time, but I’ve experimented with it since I was a kid. Growing up, people would always look at me weird—even my parents would raise eyebrows at my outfit choices—but it never stopped me,” he laughs. At the end of the day, his style is fluid: “How I feel affects how I want to dress, so my look changes from day to day.”
THE RISE AND RISE
From there, the success simply followed. After all, when you’re as talented as Lau is, it’s hard not to garner an audience. Years after his first Instagram post, he has grown a platform of over 280,000 followers on Instagram, and more than 769,000 on TikTok, earning him a place as a standout face on the local beauty scene. “Honestly, I’m still trying to wrap my head around how this is my career!” he gawks. “I’m very grateful and it is still mind-blowing.”
There is no doubt that where trailblazers lead, others look to follow. When asked for his best advice for aspiring beauty creators, he’s got some sage advice in tow. “There’s no set formula for success,” he confesses. “I’m just doing what I love and hoping for the best.” That said, in his experience, the key to success in the industry is patience and perseverance. “Numbers tend to determine your standing in this industry, so there is this pressure to constantly step it up and deliver better and better content. This can be a really great motivator, but it’s also really stressful,” he continues. “At the end of the day, you can’t control your likes or your following, but you should continue to push yourself. You should just have fun with it, leaning into your inspirations and rolling with wherever it takes you.”
Though he may not have all the answers for aspiring creators, Lau stands as proof that following your instincts and showing up authentically will take you far. Ultimately, Lau being among our 2024 winners seems like an obvious choice. But, for him, it’s surreal: “I’ve never won an award of this scale, and to be recognised as the ‘Beauty Creator of the Year’ means so much to me,” he says. “It’s like people finally understand my art.”
BEYOND BEAUTY
“I still have no long-term goals yet,” he laughs, but the creative gears are clearly turning. Lau has already put into action his biggest pivot yet—an unprecedented move into the bar industry. Just last month, he opened the doors to Duck Duck Bar, a nightlife spot nestled in the heart of Old Klang Road. It’s certainly a big departure from the beauty business, but he seems up for the challenge. Wherever his ventures may lead, all eyes are on him.
CREDITS
Editor-In-Chief / JASON LIM. Creative Direction and Styling / SARAH TAI. Text and Interview / REDZHANNA JAZMIN. Art Direction Assisted by / EVE LYN LAU. Photography / CHAM ZIHAO | MÒ SHĒNG RÉN. Assisted by / SAIFUL AZWAN. Videography / DENNIS KHO. Makeup / AYANG KAMELL FOR YSL BEAUTY. Hair / BIBIAN LEONG FOR SCHWARZKOPF PROFESSIONAL.
Check out the 2024 BURO Impact Award winners here.
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