Zoella began as the personal channel of Zoe Sugg, the British vlogger from Brighton who became one of the defining figures of the first wave of UK YouTube…
Total Followers -3.2%
976K
Across Instagram
Primary Platform
976K followers · 100% of audience
Engagement
3.9%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $15K–$34K / IG post
| Platform | Followers | 30d Growth | Engagement | Posts / wk | Last upload |
|---|---|---|---|---|---|
| 975,544 | +-30925 | 3.9% | — | 3 years ago |
| Window | Combined | |||
|---|---|---|---|---|
| Last 7 days | +0 +0.0% | +0 +0.0% | +0 +0.0% | +0 |
| Last 30 days | -30925 -3.2% | +0 +0.0% | +0 +0.0% | -30925 |
| Last 90 days | -33754 -3.5% | +0 +0.0% | +0 +0.0% | -33754 |
| Last 365 days | -33754 -3.5% | +0 +0.0% | +0 +0.0% | -33754 |
Daily follower snapshots from CreatorDB's longitudinal index.
Zoella began as the personal channel of Zoe Sugg, the British vlogger from Brighton who became one of the defining figures of the first wave of UK YouTube beauty and lifestyle creators in the early 2010s. Built on candid hauls, room tours and confessional vlogs, the Zoella name expanded into bestselling young-adult novels, the Zoella Beauty product line and a long run of high-profile fashion, beauty and publishing partnerships. The Instagram account in its current form has been repositioned as a lifestyle and editorial brand — 'Founded by @ZoeSugg' — focused on women's wellness, food, gifting and what the bio frames as 'breaking taboos' around self-pleasure and women's health, a notable pivot from the family-friendly beauty roots that originally built the audience.
Zoella operates as a lifestyle and women's empowerment brand under founder Zoe Sugg, with content spanning seasonal food, gifting, home, fashion, and taboo-breaking wellness topics — a natural fit for FMCG food (the feed features Pret's Christmas menu and cheese-led entertaining posts), beauty, gifting retailers, floral and home decor, and sexual wellness brands aligned with the 'self-pleasure, less BS' positioning. The audience skews balanced across gender, anglophone, and lifestyle-shopping oriented, with engagement running well above category median, suggesting a loyal core despite a softer recent follower trajectory. Past Pret-style food collaborations and her demonstrated history with publishing, beauty and Boots-tier retail make her a credible pick for established UK lifestyle, gifting and wellbeing campaigns, though sponsors should note posting cadence has slowed considerably.
Benchmark estimates for a creator at Zoella's tier (Mid, 976K combined followers, —). Pulled from CreatorDB's category benchmarks.
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Zoella's real name is Zoe Sugg. She built the Zoella brand from her personal blog and YouTube channel in the early 2010s, and her Instagram bio still credits the account as 'Founded by @ZoeSugg'.
Her @zoella Instagram account has been largely dormant — the last upload there is around three years old as of 2026. The handle still has close to a million followers, but Zoe has publicly pulled back from constant social posting in favour of longer-form work and her own brand projects.
Yes — Joe Sugg (ThatcherJoe) is Zoella's younger brother. Both rose to fame as part of the original UK YouTube wave in the 2010s, and Joe later appeared on Strictly Come Dancing.
Zoe has been in a long-term relationship with fellow British YouTuber Alfie Deyes (PointlessBlog) since the early 2010s. The couple live together in the south of England and have two daughters.
Yes, Zoe and Alfie Deyes have two daughters together. Much of her recent online content has focused on motherhood, family life and women's wellbeing rather than the teen-beauty content she originally became famous for.
She is best known for the Girl Online young-adult novel series, which became a UK number-one bestseller. She has also released lifestyle and cookery-adjacent titles tied to the Zoella brand.
As her audience grew up alongside her, Zoe pivoted the Zoella brand from teen beauty hauls to a grown-up wellness platform — her own bio describes it as 'more self-pleasure, less BS'. The new direction focuses on women's sexual wellness, body confidence and de-stigmatising topics that her original audience now cares about as adults.
Zoe Sugg is British and grew up in Wiltshire, England, before moving to Brighton on the south coast — the city most associated with her early YouTube years. She still lives in the south of England with her family.
Zoella Beauty was her original product line distributed through UK high-street retailers, but the brand has since evolved away from teen-targeted bath and body products. Today the Zoella platform is positioned as a lifestyle and women's wellness brand rather than a beauty range.
The @zoella account still sits in the Mid-tier range with close to a million followers, even though she hasn't actively posted in years. Engagement on legacy posts still runs noticeably above the Instagram category average, which speaks to how loyal her original 2010s audience has remained.
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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