Adelaine Morin

A boss babe in every sense, Adelaine Morin is on her way to running her own empire. With an online presence that grows by the day, the 21-year-old Canadian splits her time between being a content creator on YouTube, a social media influencer, and has most recently taken on the role of an entrepreneur by launching her own brand/line. As if that wasn’t impressive enough, Morin was tapped by Tarte Cosmetics to collaborate on a makeup palette, which launched earlier this year to huge success. Though she makes it look easy, Adelaine’s work ethic is one that goes unmatched. From business meetings to brand deals, she’s got the power and ambition to make it all happen.

15For those familiar with Adelaine, there are two things that are synonymous with her: the bright color of yellow and her passion for dismantling the competitive nature between women. “When I was younger, I would constantly deal with mean girls,” she reveals. “These girls were considered the ‘popular group’ at my school and I guess it didn’t really help that I did YouTube because, at the time, it just made me stand out and seem weird. These girls would physically shove me in the halls, purposely bump into me, call me names behind my back, and make fun of my YouTube channel. My confidence was so low at the time and I just never understood why they were bullying me. Eventually, I stood up for myself and asked one of the girls why she was so mean to me. I know now that hurt people hurt other people and what didn’t kill me has only made me stronger because I love who I am today. That’s why I love the saying ‘Girls Supporting Girls’ so much – I know what it’s like for women to tear other women down but the truth is, we are not in a competition. We rise by lifting each other up. I hope that by seeing young girls wearing this phrase on hoodies, it can stop the stigma around girls feeling like they have to be so competitive and mean to each other.”

Having just celebrated the one-year anniversary of her brand’s launch, Adelaine’s already got big plans for the future. “My number one goal is to sell on Amazon and in retail stores,” she says. “I want my Adelangels, or anyone in general, to see the apparel line anywhere they go and have the ability to purchase it easily and quickly. Down the line, I would also LOVE to have a dog line, jeans, leggings, and more accessories. Seeing everything that we’ve been able to accomplish in this short time just makes me so excited for what we’re going to come up with in the future!”

Always one to find a way to give back, Adelaine made sure to bring that purpose into her work. “Seeing my Adelangels wear my merch is the most magical thing,” she gushes. “Not only because it’s stopping the stigma around girls competing against one another, but a portion of every sale goes towards a girl’s non-profit organization. Last November, we raised $10,000 for Breast Cancer Awareness Month and during this past month, we raised money for Centre for Addiction and Mental Health! Doing things like this with my apparel line makes me feel like I’m doing something that’s bigger than myself. As an Aquarius, I’m a huge humanitarian so giving back just fuels my soul and makes me so incredibly happy – that’s why it’s so easy to be so passionate about it.”

When she isn’t busy with working and designing her next merch drop, Adelaine’s focus is on creating YouTube videos. “Seeing everyone’s comments and edits make me so happy,” she says. “I’m so proud of being a YouTuber and I can confidently say that I plan on making videos for as long as my audience wants to watch them.”

Her dream collaboration? Riverdale’s Madelaine Petsch. “She’s a huge inspiration of mine,” Adelaine shares. “She has a hit series out and still posts weekly on her YouTube channel, which I think is amazing. I look up to her so much and we’ve actually talked about doing a collab video together; it just didn’t end up working out because of our crazy schedules. I hope to work with her or meet her one day because she’s the one that inspired me to start taking Improv classes and try to get into acting or hosting! I’ve always loved theater and performing but I would never want to lose my audience on YouTube – they are my true fan base so I’d never want to give that up completely.”

Recalling her venture in releasing a palette with Tarte, Adelaine describes the process as an unforgettable one. “Creating a makeup product is very different from creating anything I’ve ever done before,” she explains. “The entire creative process takes so much longer than people realize and there’s a lot that goes into planning/ production before it’s even close to being ready. I had been working with Tarte for over year on the palette and it was all so surreal. I remember flying to New York to visit Tarte’s headquarters and it all just felt like a dream – it’s an honor that my absolute favorite brand chose to work with me and to see the palette selling so well just shows that it was a good fit! Seeing my Adelangels tweet/tag me using the palette makes my heart so warm and knowing that something that I thought up in my head is now available in Ulta stores is just amazing.”

In true Adelaine fashion, going above and beyond for her palette launch was inevitable. “I wanted to be completely educated in what I was creating and selling,” she says. “I went to a makeup and skincare college for over six months and am now considered a certified makeup artist and skincare tech! It was so important to me to be involved in every aspect of the palette – I knew the packaging was perfect for travel and that it was an all-in-one palette that people would love. I actually talked about this in my reveal video but one of my favorite shades, Mama Morin, was inspired by my friend Patrick Starr’s collection with MAC. He had named a lipstick after his mom and I remember feeling so happy every time I used it. Family is so important to me so being able to incorporate my mom, who’s done so much for me that I can’t even begin to explain, makes me feel like there is love and purpose in my palette.”

Seeing everyone’s comments and edits always makes me so happy. I’m so proud of being a YouTuber and I can confidently say that I plan on making videos for as long as my audience wants to watch them.”

Though it’s easy to get swept away in life’s chaos, the key to finding balance is, according to Adelaine, investing in your mental health. “I’m actually not so great at managing a work/life balance but I’m working on it,” she reveals. “As someone who is their own boss, it’s hard to know when to check into your job and when to check out. I’m a workaholic and pretty much work 24/7. It tires me out sometimes but my passion and love for what I do always outweighs any negatives. I try to keep Saturdays and Sundays as my days off so that I don’t get burnt out, which I remember feeling at the beginning of the year. I don’t think I’ve ever talked about that before but I remember feeling so stuck and clicking the ‘upload’ button just wasn’t feeling rewarding or bringing me happiness anymore. I never really took a break but I decided to invest in my mental health by getting a life coach and an assistant – both of them have been so much help to me. It’s always a good thing to invest in your mental health because you and your sanity should always be your number one priority.”

Her special message to fans? “I love you all so much,” she shares. “I truly believe I have the most dedicated and positive fandom out there. We’re all just girls supporting girls and I love that we lift each other up online and talk about random silly things that make us happy like puppies, home decor, and makeup! I wouldn’t be living this crazy life if it wasn’t for you and I’m so grateful. I’m truly the luckiest girl in the world and wouldn’t trade you all for anything!”

As for what’s up next, Adelaine’s just taking things as they come. “2019 has been a huge blur for me,” she laughs. “From starting the year feeling burnt out, to taking my mental health more seriously, to graduating makeup and skincare college, to releasing my first ever makeup palette collaboration with Tarte, to releasing my first music video, to having my first solo magazine cover. I have no idea what I’m going to do the rest of the year but I’m excited to figure it all out…after I take a few more naps!”