Mariand Castrejón Castañeda, known professionally as Yuya, is an entrepreneur, influential personality of the internet and Mexican youtuber.

The simple style of her videos, in which she gives beauty tips, has allowed her to capture millions of followers on YouTube, becoming one of the most important and profitable source of original content for the platform.

In October 2017, she launched her makeup line, which is present in different Latin American countries such as Peru, Colombia and Chile.

He has a star on the Walk of Fame in Las Vegas for “tirelessly promoting campaigns that benefit the Spanish-speaking community, for its success and for promoting and supporting messages of peace with his work.

Yuya launched her channel in 2009, initially under the name of lady16makeup, after participating in a makeup contest on YouTube, which she did not win. According to Cunningham and Craig, she is part of the beauty vloggers. According to the statistics of Socialbakers “Yuya” is number 32 on the list of youtubers with the most subscribers in the world, and is the woman with the most subscribers, followed by Jenna Marbles.

Currently, its channel has more than 23 million subscribers.

Since 2017, she has been the Ambassador of Change in the Sustainable Development Program of the United Nations (UN). He has written two books: Secrets of Yuya (2014) and Confessions of Yuya (2015).

By November 2018, its YouTube channel exceeded 22 million users, making it the most popular youtuber in Mexico, the second in Latin America and the number 32 worldwide. According to the video platform itself, the appeal of the original content produced by “Yuya” lies in its simple style and language that facilitate the identification of the viewers with it and make them feel like part of their inner circle; The theme of beauty and personal care would be another factor in its success.

The Planeta publishing house, responsible for the publication of its two books, considered its first title, Secrets of Yuya, as a sales success: during its presentation at the Guadalajara International Book Fair (FIL) more than 3 thousand people arrived , some of which were formed from 3 in the morning to gain access to the site.