How Beauty Guru Amy Chang Has Redefined What Being a Content Creator Means


(Image credit: BFA)

Welcome to Second Life, a podcast spotlighting successful women who've made major career changes—and fearlessly mastered the pivot. Hosted by Hillary Kerr, co-founder and chief content officer at Who What Wear, each episode gives you a direct line to women who are game changers in their fields. Subscribe to Second Life on Apple PodcastsSpotify, or anywhere you get your podcasts to stay tuned.

If you love beauty, chances are you've discovered beauty content creator Amy Chang. Better known to her 400K+ Instagram and 1.6 million TikTok followers as Bond en Avant, Chang has garnered a loyal following for sharing beauty tips; product reviews focused on high-quality, natural, and nontoxic ingredients; and life experiences. In 2016, Chang founded her blog Bond en Avant, which translates to "moving forward" in French, where she shares her thoughts and expertise on all things beauty. Through her transparency with her audience and candid conversations, Chang has become a go-to source for beauty enthusiasts worldwide.


(Image credit: Amy Chang)

Most recently, Chang evolved beyond beauty, sharing her highly personal adoption story, which went viral and amassed over 11 million views. Industry leaders have recognized Chang's influence in the beauty industry, and she has been featured in various publications, including Forbes and Harper's Bazaar. She has also collaborated with several major beauty brands, such as Sephora, Neutrogena, and L'Oréal.

Yet back before she was giving us the beauty tips and tricks we never knew we needed, she actually began her career in PR, working at Bullfrog + Baum, and she eventually went on to take clients of her own as a freelance publicist. 


(Image credit: Amy Chang)

Listen to the latest episode of Second Life to hear how Chang began to pursue her blog full-time and how she became an early user of TikTok in 2019 to further establish her voice in the beauty industry. 

Next: Meet Allison Conrad: The Founder and CEO of Arey Changing the Haircare Industry

Freelance Editor