Ishika Farma Interview
Authenticity Never Goes Out of Style, It’s the Strongest Trend You Can Wear
From balancing a corporate career with content creation to becoming a full-time fashion, beauty, and lifestyle creator, Ishika Farma has built her digital presence on authenticity, relatable storytelling, and meaningful brand collaborations. In this conversation with Eat My News, she talks about leaving the corporate world, creating impactful UGC, building trust online, and why genuine content always outlasts fleeting trends.
Q. For readers discovering your content for the first time, how would you describe your journey into becoming a fashion, beauty, and lifestyle creator?
I took the conventional route after college by completing my B.Com (Hons.) from SRCC and beginning my career in the corporate world. While I enjoyed my job, I always knew I had a creative side that I wanted to explore.
I started creating content alongside my 9-to-5 simply as a passion project. I loved experimenting with storytelling, aesthetics, and creative ways to communicate a brand's message. Over time, that passion evolved into something much bigger.
Eventually, I took a leap of faith and pursued content creation full-time. Today, I create fashion, beauty, and lifestyle content that is visually engaging, authentic, relatable, and built on honest recommendations.
Q. Your content feels effortless and relatable. How do you strike a balance between staying authentic and keeping up with ever-changing social media trends?
I don't believe in following every trend simply because it's popular. If something aligns with my personality, style, and audience, I'll adapt it in my own way.
Authenticity has always mattered more to me than chasing virality. Audiences can immediately sense when content feels forced, so I always ask myself whether I'd genuinely create something even if it wasn't trending.
Q. As a UGC creator, what do you think brands often overlook when trying to create content that genuinely connects with audiences?
Many brands focus too much on making content look like an advertisement instead of making it feel like a recommendation from someone people trust.
The strongest UGC tells a story, shares a real experience, solves a problem, and naturally fits into everyday life. People connect with authenticity far more than polished marketing scripts.
Q. Fashion and beauty trends come and go. How do you decide which ones are worth trying and which ones you're happy to skip?
I always ask myself two simple questions: Does this fit my personal style? And will it genuinely benefit my audience?
If the answer is yes, I'm happy to experiment. But if something doesn't feel authentic or practical, I don't feel pressured to follow it simply because everyone else is. Personal style will always outlast temporary trends.
Q. You've also created couple content alongside your individual work. How has that experience influenced your creativity and the way you connect with your audience?
Our couple page actually started as a digital memory book for my husband and me. We simply wanted a place to preserve little moments of our lives together.
Unexpectedly, those videos resonated with many people. Messages from viewers inspired us to create Ishu & Karu, where we share snippets of our everyday relationship.
Through our content, we try to normalize healthy, respectful, and realistic relationships. It's never about perfection—it's about authenticity, and I think that's what people genuinely connect with.
Q. If you had to swap Instagram for a week with another creator whose aesthetic you genuinely admire, who would you choose and what would be the first thing you'd post in their style?
I'd choose Mridul Sharma because I admire how naturally she blends storytelling with branded collaborations. Her content always feels polished without losing authenticity.
If I were creating in her style, I'd post an aesthetic "Get Ready With Me" reel with detailed fashion, skincare, makeup, and accessory recommendations while maintaining an immersive visual experience.
Bio:
Ishika Farma is a fashion, beauty, and lifestyle content creator known for blending aesthetic storytelling with authenticity. An SRCC graduate with a degree in B.Com (Hons.), she transitioned from a corporate career to full-time content creation, building a community through relatable fashion inspiration, beauty recommendations, and engaging lifestyle content.Alongside collaborating with leading brands on high-performing UGC campaigns, she also co-creates content on her couple platform, Ishu & Karu, where she shares everyday moments that celebrate healthy relationships, genuine storytelling, and meaningful digital connections.
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