Today we’d like to introduce you to Anya Shumskaya.

Hi Anya, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?

I’ve been a social media content creator for just over a year now. I began this journey by sharing my experiences—walking my friends and anyone who would listen through my Accutane journey, which was my last resort in a 10-year battle with cystic, hormonal, and genetic acne. Today, my Instagram page, @annatheshum, boasts 50,800 followers, and my TikTok, also @annatheshum, has 9,500 followers.

What truly makes my day is the incredible community I’ve built, mostly made up of amazing women who remind me that breakouts, dryness, and even imperfect makeup are completely normal. Their support means the world to me. I’ve also started hosting exclusive monthly meet-ups for women in social media who need a space to connect and grow together.

In addition to that, I’m launching a video podcast and working on a gratitude journal product specifically designed to address confidence-related issues for women like me.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?

It hasn’t been a smooth ride at all, and I capture that raw journey on my social media. In September 2024, I took the plunge to go full-time, which opened up a world of creative possibilities—but it also meant riding a wild rollercoaster when it comes to paying the bills. This space is incredibly unpredictable.

For those who might not know, when you create content for brands, you’re working as an independent contractor. Brands find you through your page, and if your videos don’t hit the view counts they’re looking for, you might be dining on ramen some nights.

I’ll be honest—the numbers can really get to me. I obsess over every follower gained or lost in a day. When that number drops, it can really ruin my mood, and it takes a lot to shift my mindset.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?

As an independent contractor, I specialize in UGC content and brand collaborations that are featured primarily on my page. Brands usually find me through hashtags or within my niche. The rates I charge depend on the type of video, the brand, and where it’s posted.

I often get asked by friends, “Would you collaborate on a product that doesn’t work?” Thankfully, my honest and emotional nature doesn’t allow me to mislead the people I genuinely care about—the many women who struggle with acne and other insecurities. That’s why I always make sure to thoroughly test a product before agreeing to any collaboration. Honestly, I’ve probably turned down thousands of dollars in deals because I didn’t believe in the product or its values, but at least I can sleep peacefully knowing I stayed true to myself.

I’m also super excited to be launching a Gratitude Journal called *The Daily Empowerment Journal*, which I plan to release by the end of February. Not only will it create another income stream, but it’ll also help women like me who deal with daily insecurities.

Let’s talk about our city – what do you love? What do you not love?

I feel so blessed to live in NYC. I’ve met and befriended some of the most amazing, inspiring content creators—people I now tear up calling friends. They truly understand the constant struggles of social media and have lifted me up countless times when I’ve doubted myself. Their support, love, and kindness have inspired me in ways I can’t even put into words. Honestly, if it weren’t for New York City, I don’t know if I ever would’ve met them.

On top of that, I started a social club called *Girls Who Create*, where content creators come together to build community, share struggles, and offer creative solutions without judgment. None of this would’ve been possible if I didn’t live in one of the best cities in the world—a place that naturally draws in the most creative, incredible people.

Contact Info:

• Website: [email protected]
• Instagram: https://www.instagram.com/annatheshum/
• Facebook: https://www.tiktok.com/@annatheshum