by Alexandra Nicole

Yi Lu on Minimalist Style and Natural Makeup

Taiwanese content creator and founder of fashion brand Ethereal___u, Yi Lu, shares her style inspiration and her tips for natural, glowy makeup.

Scrolling through Yi Lu’s Instagram (@yi___lu) lets you see her sense of style and aesthetic vision: minimalist, classy and enviably cool. The Taipei-based content creator is also the founder of Ethereal___u, a fashion brand dedicated to sustainable and affordable luxury clothing with a gender-neutral concept.

We chat with Yi Lu about her fashion and style inspiration, as well as her tips for natural, glowy makeup.

What’s your story?

I was born and raised in Taiwan. I’m the founder of Ethereal___u and a freelance model and content creator. My passion for fashion, film and literature enables me to write and share my point of view with my online community.

When did your interest in fashion start? What brought you to start Ethereal___u?

My interest in fashion probably began when I was 15 years old. It was a time when Japanese fashion was very popular. My friends and I loved reading Vivi, a Japanese fashion magazine. We tried to copy the looks and learnt how to dress up like the models!

I first started Ethereal___u in 2017, when I was doing my master’s degree in International Fashion Marketing in London. At first, I did not expect it to become a brand. I picked up some items which I loved and shared them with my followers on Instagram. As time went by, Ethereal___u picked up and a client base grew. Then I decided to develop the brand; not only do I share my lifestyle and fashion picks with my followers, but I also sell hand-picked items that align with the brand’s aesthetic. My goal is to build Ethereal___u to a full-scale select store in the near future.

What is the source of your inspiration in the way you dress every day?

I get outfit inspiration mostly on Instagram, from the people I follow, and I will alter the look a little to fit my own style. I also get inspired by the 90s — from movies and pictures of celebrities like Winona Ryder, Kate Moss and young Julia Roberts.

What does beauty mean to you?

Self-confidence is the foundation of beauty. Comfort is second, and third, wisdom. Beauty is not merely about appearance; it is also about how one expresses her style and voice confidently and elegantly.

What is a typical skincare ritual for you?

For me, the most important thing is to hydrate my skin, so I really love to use masks before I go to bed. Recently I’ve been loving Chanel’s Hydra Beauty Camellia Repair Mask (SGD102); I use it every night to keep my skin moisturized.

What is your go-to everyday makeup look?

I am into the “glass skin” look currently, so I opt for foundations that give me that natural, glowy look. Black eyeliner and red lipstick are also my favourite ways to spice up an everyday look.

What are some of your beauty tips to keep makeup looking natural? 

You should be patient when doing every step of your routine; for example, before any makeup, I always put on sunscreen to protect my skin from UV rays. It’s also very important to choose the right foundation for your skin type. Last but not least, don’t miss out on lipstick! It helps to bring colour to the face.

What are your plans for the future? What would you like to have accomplished in the next five years?

I hope to let more people know about my brand, not only in Taiwan, but I also hope to introduce my brand to the overseas market. For the next five years, I plan to have more collaborations with different brands worldwide and showcase the aesthetic and vision of my brand. It is a goal of mine to make Ethereal___u a select store that includes brands that I truly love and are inspired by. It is also a big hope of mine to eventually open a concept store in Taiwan, then overseas in European cities like London, Paris or Berlin. 

Yi Lu’s Beauty Picks
Chanel Hydra Beauty Camellia Repair Mask, SGD102, available at Chanel beauty counters
Yves Saint Laurent Beaute Le Cushion Encre de Peau, SGD102
KissMe Heroine Make Smooth Liquid Eyeliner in Super Black, SGD13
Yves Saint Laurent Beaute Tatouage Couture Velvet Cream in Rouge Rebel, SGD55
Chanel Ultra Le Teint Ultrawear All Day Comfort Flawless Finish Foundation, SGD107


If you liked Yi Lu’s story, there’s plenty more to come. Hit that ‘Sign Up’ button at the bottom to receive the latest round-up.

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