Zoella started to use her platform as a means of discussing her anxiety issues. Contributing to the destruction that anybody that suffers from mental health issues must look a mess or 'mad' (depending on what you think of the perfect top knot). She has since been made a digital ambassador for the fantastic mental health charity Mind.
Of course since being informed of Zoella I can't unsee her, if you take the tube today she will probably smile and wave to you on the escalator from a YouTube ad. This must fill writer Chloe Hamilton with rage: "Zoe's (sorry, Zoella sticks in my throat and on my keyboard) particular brand of sickly sweet girl power brings me out in hives."
Why is Hamilton so irked by Zoella? At the 2014 Teen Choice Awards Zoella passed on this little bit of advice for teens: "When you're younger you worry about so many things that you don't need to worry about like image, appearance".
make up is an accessible interest, No matter what your income you can usually afford a nail varnish or lipstick from Boots
It seems a shame (and unfeminist for that matter) to relegate a person to the silly pile purely on their interest in make up, fashion and hair. It's quite dangerous to so happily create some kind of interest binary and tell teen girls that if they watch make up tutorials then that's all there is to them. Rather than note they can be good at other things and have other interests. It's just make up is an accessible interest, No matter what your income you can usually afford a nail varnish or lipstick from Boots and if that cheers you, then it cheers you.
Perhaps if we didn't describe Zoella's language as "prattle" and "inane" we would do a lot more for young women's esteem and our esteem in young women.