Australia
Notjustaya — known by her first name Aya — is a Sydney-based beauty and lifestyle creator of Iraqi heritage whose content revolves around curly hair care, makeup tutorials, and fragrance.
Total Followers -0.1%
896K
Across Instagram, TikTok
Primary Platform
YouTube
60K followers · 7% of audience
Engagement
3.0%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $1.2K–$3K / IG post
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | +54 +0.1% | +920 +0.1% | +0 +0.0% | +974 |
| Last 30 days | -48 -0.1% | -1087 -0.1% | +0 +0.0% | -1135 |
| Last 90 days | +916 +1.5% | -3762 -0.4% | +0 +0.0% | -2846 |
| Last 365 days | +916 +1.5% | -3762 -0.4% | +0 +0.0% | -2846 |
Daily follower snapshots from CreatorDB's longitudinal index.
Notjustaya — known by her first name Aya — is a Sydney-based beauty and lifestyle creator of Iraqi heritage whose content revolves around curly hair care, makeup tutorials, and fragrance. Her tagline 'small girl, big curls' anchors her personal brand around a specific hair identity that resonates strongly within the curly-hair community, a niche with devoted, advice-hungry followers. She built her primary audience on TikTok, where she has amassed a following well into the hundreds of thousands, while maintaining a smaller but complementary Instagram presence. Her content sits at the intersection of beauty education and Arab-Australian identity, with hashtags like #arab and #saintlevant signalling both her cultural roots and an emerging interest in niche fragrance — a category that has grown significantly in creator-commerce over recent years.
Aya's audience is overwhelmingly female and concentrated in the 25–34 age bracket, with meaningful reach across Australia, the United States, and the United Kingdom — a distribution that makes her viable for both domestic Australian brand deals and internationally scaled beauty campaigns. Her engagement rate runs at roughly double the category median, a strong signal that her following is genuinely responsive rather than passive. Managed through Vault Management, she operates with a professional infrastructure suited to brand partnerships. Given her positioning at the overlap of curly-hair care, Arab cultural identity, and premium fragrance, she is well placed as brands in those verticals increasingly seek creators whose authority comes from lived specificity rather than broad lifestyle appeal.
Notjustaya reaches an audience concentrated in Australia primarily through YouTube, and is best activated via Instagram Reels and Stories, TikTok branded content. As a beauty creator they map naturally to brands targeting that space. With no brand deals logged yet, they read as an available, category-aligned partner for advertisers building early presence in the space. Engagement on YouTube runs around 3.0%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows beauty content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For Australia-focused brands in beauty and related categories, Notjustaya offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Notjustaya's tier (Mid, 896K combined followers, Australia). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Her real name is Aya — the handle "Notjustaya" is a playful spin on her first name, which also appears in her booking email. She's an Iraqi-Australian creator based in Sydney who built her following around curly hair tutorials, makeup, and fragrance content.
Yes, Notjustaya is of Iraqi heritage and identifies openly as Arab, displaying the Iraqi flag in her Instagram bio alongside her Sydney location. Her cultural background is a visible part of her online identity and connects her to a wider Arab-diaspora audience.
"Small girl, big curls" is Notjustaya's own tagline, sitting at the top of her Instagram bio. It's both a literal description of her petite frame and her signature curly hair, and it doubles as a brand-defining phrase that sets the tone for all her beauty and lifestyle content.
@pharaohsplace is the dedicated Instagram account for Notjustaya's cat, Pharaoh, which she links directly from her own profile. Giving a pet its own page is a well-established creator move, and she leans into it as part of her broader lifestyle brand.
Yes, fragrance and perfume content is a recurring theme for Notjustaya alongside her hair and makeup videos. She regularly uses the hashtags #fragrance and #perfume, making scent recommendations a recognizable and searchable part of her feed.
Notjustaya is perhaps best recognized for her curly hair styling content, which aligns directly with her "big curls" tagline. She covers techniques, product use, and hair care routines, making her one of the more prominent curly hair voices among Australian beauty creators.
Saint Levant — the Palestinian-French artist behind the viral hit "Cinderella" — appears among Notjustaya's top hashtags, alongside #cinderella. Given her Arab identity and the song's widespread popularity in Arab communities globally, she has created content connected to his music.
Notjustaya lives and creates in Sydney, Australia, which she calls out in both her Instagram and TikTok bios. While her audience is concentrated in Australia, she also pulls a significant viewership from the United States and the United Kingdom.
TikTok is by far her largest platform, where she has accumulated hundreds of thousands of followers — a much bigger footprint than her Instagram. She posts curly hair, makeup, and fragrance content across both, but TikTok is clearly her primary growth engine.
Notjustaya's audience is overwhelmingly female — roughly four in five followers are women — and the largest age group sits in the mid-twenties to mid-thirties bracket. Her core viewership is Australian, but she draws a meaningful share from the US and UK as well.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@notjustaya · YouTube
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