Kay Yarms on authenticity, self-love, and her dream campaign becoming a reality
Forbes 30 Under 30 star Kay Yarms shares her journey to influence, confidence, and success. Picture: Instagram/kay.yarms
Image: Instagram/kay.yarms
Kay Yarms is an unapologetic beauty influencer and self-love advocate who has earned her place as one of South Africa's most trusted digital voices.
Born Khethokuhle Ngonyama, the KwaZulu-Natal native, now based in Cape Town, first captured attention with make-up tutorial videos on Instagram. Her passion and skill quickly led her to launch a YouTube channel, where she now boasts over 336,000 subscribers.
Her journey as an influencer has seen her work with several brands on digital campaigns, she also made Forbes Africa 30 Under 30 class of 2023 and most recently she landed a campaign that put her on national TV.
'Honestly, words can't even begin to express how I feel, it's so surreal. I still catch myself pinching my arm because this really is a dream come true.' expressed Kay Yarms about being a part of Nivea South Africa's 'It's in the Name – I AM #1' campaign
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'Growing up, I remember seeing those beautiful NIVEA campaigns on TV and in magazines, and the little girl in me would whisper, 'One day, that's going to be me.'
'To be here, not just part of the campaign, but standing alongside icons like Pearl and Zizo... wow.
'It's a full-circle moment that reminds me to keep dreaming, even bigger than I ever imagined, and to keep pushing so that another little girl out there can look at me and say, 'Mommy, look at Kay Yarms. I can chase my dreams too'.'
Kay Yarms attributes her consistent and authentic journey to simply remaining true to herself. 'I just keep telling my story and creating content that not only looks good but feels good content that inspires, that motivates.'
She explains that by being authentic from the start of her journey, there is no pressure to pretend or fit in as the tone has already been set. Her strong support system, her family, friends and team are what keep her grounded.
Kay Yarms vlogs about hair, makeup, and everyday life. The good and bad days, the struggles and the excitements of moving to a new city and her travels.
She is honest about her big move to Cape Town, admitting it wasn't easy but it has been fulfilling. 'I got to open my salon, which came with its own set of lessons, make amazing new friends, and adapt to a whole new lifestyle.
'The biggest thing this move helped me with was relearning myself in a different environment. I've discovered so much about who I am, and it's involved a lot of growth, some real discomfort, and unlocking a brand-new level of creativity.'
Kay Yarms connects with her audience by weaving everyday experiences into engaging content while carefully guarding her private life. Her daily routine is the foundation of her practices. She consistently starts her day with prayer and scripture study.
Fitness is also a significant priority, especially in her current environment, and she believes incorporating it into her daily routine is crucial for both mental and physical well-being.
Whether Kay Yarms is in front of the camera, behind the salon chair, or quietly reflecting during her morning routine, her story inspires thousands to dream bigger, believe deeper, and walk boldly in their purpose.
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Buck said that when they started their chapter, they were the second one created in South Africa, after the Goethe-Institut in Johannesburg, but now there are about 19 chapters in South Africa. 'Even small places like George, I think this weekend, or next weekend, there's a new one starting in Hermanus, to Jeffrey's Bay, and to Port Elizabeth. "There are three in Durban, one in the Drakensberg area, along with a few in Johannesburg, and also in Bloemfontein. They're really all over the place, which is awesome. I love to see how it's expanded. 'I think we've helped influence that a bit, but I also think there's this global movement that has been growing a lot over the past year.' Buck said not only has there been a number of these starting in South Africa, but also in neighbouring countries like Zimbabwe and Zambia. Six months ago a number of them got together in a WhatsApp group to share tips and tricks on what they've learned in managing and putting together a gathering. 'It's just nice to have somebody to talk to about it… and that's been really great to be able to connect, and share what's working and what's not (with each other).' Since the first gathering in May of 2024, the Silent Book Club has continued to grow, drawing in many bibliophiles. Image: Ohrun Eren/Supplied Pan South African Language Board (PanSALB) CEO, Lance Schultz said the significance of the Silent Book Club phenomenon lies in its ability to address cultural, social, and psychological barriers to reading whilst fostering communities of belonging and understanding. 'South Africa has inherent multilingual complexities stemming from the use of 12 official languages, Khoi and San Languages, other heritage languages, various dialects and varieties. 'These diverse linguistic and cultural backgrounds afford these Silent Book Clubs to foster flexibility by accommodating varied reading preferences and literacy levels.' One way that the Silent Book Club is turning their fun gatherings into a means for good is by partnering up with The Bookery, which builds libraries in South Africa, and is helping raise funds to help them build their 100th library. A library that will be built in a Cape Town school. 'They kind of have a gap in the funding that they need to complete all the renovations, buy all the books, employ the library and train the librarian. So I said I'd love to kind of come and support as a cause I think it's something that our community would really connect with. 'The Bookery has this phrase, that every child should experience the joy and the power of reading, and I love that phrase and I think it connects so beautifully with what I hope Silent Book Club is for people.' Buck said their goal is to raise R100,000, and that so far they've reached about 20% of their goal. He added that anyone who donates over R100 will stand a chance to win prizes that have been sponsored. 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