Today we’d like to introduce you to Reyin Jasmine.
Hi Reyin, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My career is in digital marketing, and I currently work as a Social Media Creative for IT’SUGAR while also building my own internet presence and personal brand.
My story honestly starts in New York. I moved there without telling my family or anyone and ended up living in a penthouse with my boyfriend at the time. I’ve always been chronically online, and during my first six months in New York I didn’t really have any friends. So I started a vlog series called Welcome To My Unaesthetic Life. I was heavily inspired by David Dobrik’s editing style and began documenting what I called my “side quests” around the city, just talking to strangers, exploring random places, and sharing the chaos of figuring out life in my early 20s.
I started posting the vlogs on Instagram and TikTok, and unexpectedly the series went viral. Not long after, Playboy reached out about doing a cover, which pushed my visibility even further. Living in New York opened a lot of doors. I eventually connected with Tao Group Hospitality and became a personal assistant for Shelley Roundtree Jr. During that time I was still creating Welcome To My Unaesthetic Life while also being surrounded by some wilddd moments. Meeting people like Leonardo DiCaprio and Doja Cat, as well as various athletes and public figures. It was surreal, especially for someone who had moved to the city with no real plan.
After about two to three years, though, the fast pace of New York started to wear on me. I missed my family and wanted something a little more grounded, so I moved back to Florida. There I joined a nightlife startup called Top of the Rox, where I helped build the foundation of their marketing and social presence. It was an incredible learning experience, but navigating the internal politics of a startup environment became challenging, and eventually I decided to move on.
At that point I went back to hustling. I worked as a waitress while continuing to build my personal brand online, livestreaming and posting consistently. At the same time I was aggressively applying for social media jobs- and when I say aggressively, I mean aggressively. I applied to 345 jobs on LinkedIn and Indeed. I kid you not. That number haunts me everyday.
Eventually two opportunities came through: one to become a Social Media Manager for Chick-fil-A and another to join IT’SUGAR as a Media Manager. Naturally, I chose IT’SUGAR.
The way that job actually happened still feels unreal. After four months of interviews, I received an email saying I didn’t get the position. It honestly crushed me. Ironically, I was filming a guest appearance on a Hulu series called Cooking With Ghost with Ghostface Killah when that rejection came in. Two days later, I got a call from IT’SUGAR asking, “How much do you want and when can you start?” It was the biggest professional whiplash of my twenties.
I’ve been with IT’SUGAR since June 2025 and truly love what I do. My role focuses on curating digital campaigns and bringing personality into the brand’s social media presence. The company encourages creativity, humor, and storytelling 🙂 which fits perfectly with how I naturally create content.
At the same time, I’ve evolved how I post personally. Welcome To My Unaesthetic Life has grown into a space where I share humor, chaotic life moments, and relatable internet culture through carousel posts and videos designed to make people laugh. One thing that surprises people is that I didn’t go to college for any of this. Everything I’ve built came from throwing myself into situations, learning by doing, and figuring things out in real time while navigating my early twenties.
It hasn’t always been easy. My twenties have been filled with constant work, relationship ups and downs, and a lot of trial and error. But I don’t regret any of it. At 24, I feel incredibly grateful to have both financial independence and peace. I used to spend every week hustling nonstop just trying to survive and put out the next piece of content. Over time I’ve learned that while ambition matters, what truly matters is peace, family, and building a life you actually enjoy living.
Now I try to use the success I’ve built in a way that feels meaningful; spending time with friends, eating well, traveling, and supporting my family whenever I can.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely wasn’t a smooth road. In fact, it was extremely rough at times. Navigating my early twenties in New York while being in a bad relationship was definitely not on my bingo card, but it was the reality I had to face.
One of the earliest struggles I remember was when I was working as a Personal Assistant for Shelley Roundtree Jr. at Tao Group Hospitality. The job required me to be on call almost 24/7. Many days I was working from 2 p.m. until 10 a.m. the next morning, and the schedule quickly became physically and emotionally draining. At the same time, I was dealing with a relationship where I was being cheated on and harassed , while also just beginning my journey as a content creator.
The hate comments that come with being online were something I hadn’t developed thick skin for yet, and they definitely got to me.
Another struggle that I don’t talk about often, mostly because it’s still difficult to process, happened while I was helping build the foundation of a startup nightclub called Top Of The Rox. During that time, I found myself in an environment where I was treated differently because of my gender and race. My knowledge and expertise in marketing and digital media were often overlooked, and it became clear that I wasn’t being taken seriously in the ways I deserved. On top of that, the owner frequently made female staff members uncomfortable, which created a workplace that didn’t feel safe or respectful.
That experience was a turning point for me. It forced me to step back and realize that the hospitality nightlife world wasn’t the space I wanted to continue building my future in. After leaving, I went back to working as a waitress and having two other jobs while figuring out my next move. It wasn’t glamorous, but it gave me the time and space to rebuild and focus on what I truly wanted for my career.
Today, my challenges look very different. My biggest struggle now is honestly just making sure I get enough sleep so I can show up energized and ready for the next day at IT’SUGAR. And after everything it took to get here, that feels like a pretty great problem to have.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I love this question because it’s kind of the perfect mix of corporate and chaos, which is exactly how my life feels.
Right now, I’m the Social Media Creative for IT’SUGAR, where I lead the social side and work really closely with marketing to bring campaigns to life in a way that actually feels like the internet. Recently, I was one of the leads on the rollout for David Dobrik’s WAVERS, including helping execute the launch party, which became an official afterparty for Lollapalooza. IT’SUGAR was the first retailer to carry WAVERS, so seeing that go from idea to a full cultural moment was surreal.
On the digital side, I’ve worked on campaigns across X, including collaborations with Pudgy Penguin, and partnered directly with the social team at POPMART for a limited edition drop during San Diego Comic-Con. I love everyday working in my career.
At the same time, I’ve built my own brand through Welcome To My Unaesthetic Life, which I started when I was 21. It began as daily vlogs of my life, pure chaos, side quests, and figuring things out in real time. Now it’s evolved into weekly photo dumps with funny, relatable overlay text that people really connect with. Most of my posts land anywhere from 20,000 to over 100,000 views on Instagram, and I’ve been able to monetize that consistently, which still feels surreal.
But if I’m being completely honest, what I’m most proud of is everything I had to go through to get here. My early twenties were extremely emotional for me. I went through a lot, financially, mentally, and within my relationships.
I’m most proud of all the downs I’ve had in my early 20s, and honestly, I’m proud of going broke more than twice. Why? Because I had to face the ugly head on at such a young age, and I overcame it. Now, looking back, I can confidently say I’m doing more than the average 24 year old, and earning more too.
At the time, it didn’t feel like growth, it just felt like I was trying to survive. But I didn’t give up. I kept going, I kept creating, and I kept betting on myself.
I don’t think what sets me apart is that I’m doing something completely different, it’s more about how I show up. I’m very unfiltered, but intentional. I speak my mind, but in a way that’s honest, light, and often funny. After everything I’ve been through, I’ve learned to take life with a grain of salt, embrace the messy parts, and just keep moving forward.
That energy shows up in everything I do, in my content, my work, and how I live my life.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
LOL, this is literally me.
My entire personality tends to surprise people. Even before I was hired at IT’SUGAR, people there had a completely different idea of who I was based on how I present myself online. Then they met me and it was like, “oh my gosh, she’s actually unhinged but in the best way.” And honestly, I’ve seen it firsthand. The way coworkers interact with me now versus when they first met me is completely different.
I’m very aware of how I come across online, and it’s funny seeing what people assume. A lot of guys think I’m bougie and uptight, like I’m always chasing the next coin. And girls definitely think I’m full of myself.
My response? Drumroll please.
I’m not bougie. I was raised by Rastafarians, grew up riding around in an F-150 red truck listening to country music. And to the girls who think I’m full of myself, I mean… I am. Because if I’m not, then who else is going to be?
I’d rather be fully myself and misunderstood than shrink myself just to be liked.
Contact Info:
- Instagram: https://www.instagram.com/reyinjasmine/
- LinkedIn: https://www.linkedin.com/in/reyin-jasmine
- Youtube: https://www.youtube.com/@ReyinJasmine
- Other: https://www.tiktok.com/@reyinjasmine
Image Credits
All Me.
Reyin Jasmine
