Imagine scrolling through Instagram one day and stumbling upon an opportunity that could change your career forever. That’s exactly what happened to Brenda Pauline Waceke Maina when she applied for the Sephora Squad—an experience that took her from creating content in her room to standing alongside beauty industry giants. But her journey started long before that. In this interview, she takes us through her evolution in fashion and beauty.
Q: Can you introduce yourself—your full name, age, and a bit about your background?
A: My name is Brenda Pauline Waceke Maina. I’m 26 years old, originally from Nairobi, Kenya, but currently based in the UAE. I’m a multi-faceted creative passionate about fashion and beauty, creating content online as @waceke.b across all platforms. Also, I’m a Cancer, and pastries are my weakness!
Q: Where did you grow up in Kenya, and how has your upbringing influenced your personal and professional journey?
A: I’ve lived in different parts of Kenya. I was born and raised in Laikipia but moved to Nairobi at around eight, which was exciting. Though I attended boarding school in Nyeri and Nakuru, Nairobi shaped me the most—my personality, style, and even how I speak. Moving to Dubai four years ago made me realize how much Nairobi influenced me. Working with people from all over the world has given me a deeper appreciation of my individuality, and I draw inspiration from all these experiences.
Q: Which university did you attend, and what did you study? Did your studies influence your career path?
A: I studied International Business Administration and Marketing at United States International University, Africa. I even made a YouTube video about my experience—it’s my most-watched video! University was where I truly started exploring fashion through modeling, designing, and my personal style. USIU’s flexible schedule also allowed me to pursue my passions. My business and marketing degree has opened doors and continues to guide my career path.
Q: What first sparked your interest in fashion, and when did you realize it was something you wanted to pursue seriously?
A: I think it started with my grandmother, who made clothes when I was young. But my earliest memory is draping my mother’s leso over myself, experimenting with how it could transform into different dresses. That idea of the body as a canvas fascinated me. When I moved to Nairobi, I started watching fashion TV, especially shows that showcased the entire process—from sketch to runway. The intricate details of high fashion captivated me, and since then, I’ve been eager to learn more and more about fashion.
Q: How has your journey evolved from starting in Kenya to now making a name for yourself internationally?
A: I’m still learning and growing every day, but taking risks, prayer, and trusting the process have been key. Opportunities are everywhere if you’re willing to try, and with the internet, “abroad” is just a screen away. Moving to Dubai, where everything is digital, made me realize that while social media has its downsides, if you learn to navigate it, the sky is the limit.
Q: What have been some of your proudest moments in your career so far?
A: In fashion, styling Ice spice was a surreal moment—I still pinch myself when I think about it! It happened so fast, but I was able to apply everything I’d learned. In content creation, being a Sephora Squad Middle East finalist was unreal. I met Huda and Mona and connected with top creators in the region. The show was in Arabic, so I even had to get some parts translated while filming. Knowing I got that far from creating beauty content in my room is one of my proudest moments.
Q: How was your experience at Nairobi Fashion Week, and what were your biggest takeaways?
A: I loved it and lived it! Growing up, Nairobi Fashion Week felt like a dream, and seeing every designer’s passion and hard work on the runway was truly inspiring. Interacting with so many creatives made me realize—I can do it too. Showcase my brand at Fashion Week, In sha allah.
Q: How would you describe your personal style, and what influences your fashion choices?
A: I’m very experimental—I’ll freeze and shine if the look is worth it! Day to day, I lean toward neutrals and comfort but express my vibrant side through my hair and accessories, especially African jewelry from Maasai markets. Honestly, the economy influences my style too—I wouldn’t mind wearing Schiaparelli to church! Beyond Rihanna, Pinterest, and Vogue, I draw inspiration from online creators who express themselves boldly. But at the end of the day, I trust my gut and let individuality guide my fashion choices.
Q: What do you think sets Kenyan fashion apart on the global stage?
A: Our culture is what sets us apart—our stories, history, music, beliefs, and even challenges like politics expressed through fashion. That’s our strength on a global scale, just like how you can distinguish a Nigerian designer from an Italian one. However, creativity should never be limited. In today’s world, we’re all influencing and being influenced, but our unique cultural narrative is what makes Kenyan fashion stand out.
Q: You’ve worked with Sephora in Dubai. Can you tell us more about that experience? How did the opportunity come about?
A: I was on Instagram, saw an ad for the Sephora Squad, and thought, Why not? I’d always shopped at Sephora but didn’t know much about the competition. I applied, and a few days later, I got an email—I was a semifinalist! I hadn’t even told anyone yet. After completing a series of challenges, I made it to the finals. Next thing I knew, I was in the Sephora Squad House, filming a reality show—one of the best weeks of my life!
Q: How different is the fashion and beauty industry in Dubai compared to Kenya?
A: Dubai’s fashion and beauty industry never sleeps—the competition is intense, and the standards are incredibly high. The best of the best are playing at an international level. In Kenya, we still have a long way to go, but I love the renaissance happening. When I left, styling wasn’t even a recognized profession in Nairobi. Now, there are amazing stylists and growing opportunities. Kenyan beauty brands are also emerging and receiving great support. We’re definitely on our way!
Q: What lessons have you learned from working in Dubai that could benefit Kenyan creatives?
A: Collaborate—work with other creatives as much as possible. Keep creating—you improve every time you practice your craft. Focus on your strengths and avoid comparing yourself to others; everyone’s journey is different. It’s something we hear often, but we need constant reminders because the journey isn’t easy. Also, don’t underestimate technology and social media—you never know who’s watching. Find a balance and take advantage of the opportunities online.
Q: You’ve been vocal about sustainable fashion. Why is this important to you, and how do you integrate it into your work?
A: Coming from a third-world country, I’ve seen the devastating impact of fast fashion—especially the dumping. It’s heartbreaking, but change starts with us. Even small actions, like making conscious fashion choices, add up when more people become aware. I use my platform to share information on sustainability and implement it in my work—whether through thrifting or choosing eco-friendly fabrics for my brand. Every effort counts in the bigger picture.
Q: What role do influencers and creatives play in promoting ethical and sustainable fashion?
A: The ability to influence and reach people creatively is powerful. While it ultimately depends on personal beliefs, we all have a responsibility to care for our planet—there’s no other option. If you believe in ethical and sustainable fashion, remind your community to be more conscious and intentional with their habits. As they say, haba na haba hujaza kibaba—small efforts add up, and only we can make the world a better place
Q: How do you balance creativity with making responsible fashion choices?
A: I reuse and repurpose what I already have—turning jeans into a skirt or a tie into a belt. This is actually how I got into styling! It pushes me creatively to make the most of what I own instead of constantly buying more. It’s better for the planet and my wallet
Q: What challenges have you faced in your career, and how have you overcome them?
A: Many. There’s no manuscript for this journey—we’re all experiencing life for the first time. As a creative, some risks will be misunderstood, and things won’t always go as planned, which can be discouraging. I’ve learned to be patient with myself and not dwell on mistakes. If something doesn’t work out, I move on and try something different
Q: What’s one lesson or piece of advice you wish you had known earlier in your journey?
A: Financial literacy. As creatives, we often get caught up in the art and fun, forgetting that to survive in this field, you must treat it as a business. Learn how to manage your craft and yourself. If you’re a content creator, take it seriously—because it is serious.
Q: What exciting projects or collaborations can we expect from you in the near future?
A: I’m focusing on my brand, Leso, and plan to release a collection this year. I’d also love to collaborate with Kenyan fashion brands like Home 254 and Sandstorm Kenya—I adore their bags and craftsmanship. Beyond that, I hope to keep growing my online community, documenting my journey in fashion and beauty. If my story inspires even one person the way others have inspired me, that would mean everything.
Q: What advice would you give to young Kenyans looking to break into the fashion or beauty industry?
A: Build your portfolio—keep adding to it because that’s your CV. In this industry, your skills are your ticket to a seat at the table. Also, be yourself—your community will find and support you.
Q: If you could collaborate with any fashion or beauty brand, which one would it be and why?
A: I’d love to collaborate with Vivo, a Kenyan fashion brand I admire. In beauty, this might be surprising, but my love for hair makes me dream of working with Darling to create my own custom color wave and braid styles—I have so many ideas!
Q: What’s one fashion or beauty item you can’t live without?
A: I’m that friend who always has a lip gloss (or two) in their bag. And I can’t live without an oversized hoodie!
Q: How do you stay inspired and unwind outside of work?
A: I stay inspired by following people, blogs, brands, and magazines in fashion and beauty. I watch educational content on YouTube and surround myself with like-minded people—I love sharing ideas over coffee! Attending industry events is also key. Music is my daily vitamin.To unwind, I enjoy walking or running—fresh air and sunshine do wonders, and if there’s a beach, even better. I also love getting my hair and nails done and, most importantly, journaling at the end of the day—it’s one of the best habits I’ve ever picked up.
This journey is a testament to the power of passion, resilience, and creativity. From taking bold leaps to embracing new challenges, every step forward is a reminder that the world of fashion and beauty rewards those who dare to dream. And with so much still ahead, this story is far from over—it’s only just getting started.
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