Alfiya Karim Khan Is Building Trust Through Honest Beauty Recommendations

At 26, Alfiya Karim Khan has steadily carved out a space for herself in India’s beauty creator ecosystem. Based in Mumbai and ranked 43rd in the beauty category, the creator behind @focuses on helping audiences navigate the overwhelming world of beauty and skincare with practical, value-driven recommendations.

Alfiya’s journey began in 2016 when she started a blog called Trend Elite. At a time when blogging was still a primary platform for digital creators, she began sharing her thoughts on beauty, fashion and everyday style. Over the years, that blog gradually evolved into a full-fledged presence on social media, where short-form videos and visual storytelling became the core of her content.

Her approach to beauty content is simple and relatable. Rather than focusing only on luxury products, Alfiya often highlights value-for-money solutions, helping viewers discover skincare and makeup products that are both accessible and effective. That practical perspective has helped her build an audience that looks to her content for honest suggestions.

Her work has also led to collaborations with several brands. Among them is Korean skincare brand The Face Shop, where she partnered on campaigns that even included appearances alongside a Bollywood actor, expanding her visibility within the beauty community.

With average views crossing 1.1 million and a growing digital presence, Alfiya’s content reflects how beauty creators today are increasingly becoming trusted guides for audiences navigating the fast-moving skincare and makeup industry.

With a Goat Score of 8.37, Alfiya Karim Khan represents a creator who has built her platform by focusing on authenticity and practical advice.

Because in the crowded world of beauty content, sometimes what audiences value most is simply a recommendation they can trust.