What it's like to be a famous NZ TikToker: Xixi Amethyst from student to creator

If you’ve ever wondered what it’s actually like to be TikTok-famous in New Zealand - is it possible, and how can someone like you or me do it, too? - Xixi Amethyst has spilled it ALL to rova.

With millions of views under her belt and a wardrobe to die for, she’s built a name for herself by doing one thing: showing up unapologetically as herself.

“I inspire people to show up as the best version of themselves,” Xixi says when asked how she’d describe her job. “Whether it be through fashion or makeup, and just having fun in life through my vlogs.”

Currently based in Auckland, her content mixes bold outfits with highlighting local hot spots and her day-to-day life. Xixi is one of almost two million Kiwis currently using TikTok, alongside more than 60,000 businesses across the country embracing the platform.

But while she might make it look effortless on your FYP, there’s a lot more going on behind the scenes.

We spoke to Xixi to find out how it all started, if the money is worth it, how she navigates the ups and downs of constantly being online and what to keep in mind if you want to turn TikTok into a career.

Q: How did you get started on TikTok? Was it a plan you had and achieved, or did it fall into place, and you ran with it?

Xixi: I started posting in 2020 at 18 for my small art print business, mainly showing my drawings, paintings, and behind-the-scenes of selling my art.

It wasn’t until late September 2021 that I launched my current TikTok account, ‘Xixi Amethyst’, which focuses more on me and what I wear instead of my art.

In 2021, I also began my Bachelor’s in fashion design. I was going through a lot personally, so I turned to fashion and styling as a creative outlet. It became this consistency of ‘let me dress up extra as much as I can to make myself look good’ - and ultimately feel good - to tackle my day.

Q: What was the defining moment when you realised you could turn TikTok into a career?

Xixi: I don’t think there was one defining moment - it was more a slow realisation near the end of my uni studies in 2023. But there was one TikTok that really blew up in May 2022. It was a ‘get ready with me’ to go to the library and finish an essay.

It now has over 7 million views, 1.5 million likes, and about 5,000 comments debating how outrageous my outfit was for the library - while the other half praised my confidence and uniqueness. That was the beginning of my virality and constant face-to-face chit chat about what I’m wearing.

It grabbed brands’ attention too. I wasn’t a pro at negotiating, but it helped with uni fees and daily necessities. 

Funny enough, my first ever paid sponsorship actually came earlier, in December 2021 - just three months after starting my fashion TikTok - and it was NOT fashion related, LOL. It was for a New Zealand toothpaste brand. It was such a cool brief, and I loved supporting a local business. It also meant a lot that a brand trusted me with a paid partnership at just 20.

From 2022 to 2023, brand inquiries snowballed while I was still studying. After graduating in 2024 and entering the workforce, I chose to work part-time so I could keep creating, because honestly, it brought me the most joy - and surprisingly, the most income. 

I realised this was the only way I could truly achieve my dreams and goals with freedom.

Q: Has monetising/turning your creativity into a job ever taken the fun out of it?

Xixi: Honestly, no! If anything, it motivates me! Again, it's very important to balance and work with brands I truly have an interest in. I’ve never done anything I didn’t like or had fun doing solely to make money.

Q: What does success look like to you in the creator space?

Xixi: The obvious answer is numbers - views, likes, shares, saves. Any creator will agree that it feels good. It’s immediate, tangible proof to your peers and to brands. But what happens when the numbers fluctuate?

For me, success is knowing that no matter how many people viewed my content, if it’s impacted even one person positively or helped someone, that’s enough. It’s not just about pulling attractive numbers, but being able to consistently show up with quality content, inspire others, and enjoy the whole process.

Now, my current mindset would be: do I personally like my content and deem it successful?

There are still many goals I want to achieve, and that can feel daunting. But I remind myself why I love what I do - because my 10-year-old self, even my 18-year-old self, would be screaming and fangirling over where I am right now.

Q: How do you protect your mental health while constantly being in an online space?

Xixi: I think I have a healthy relationship with social media. If I’m ever nervous about posting something, there’s definitely a bit of self-talk and pep talks from my friends. But overall, I love what I do and what I post - I don’t really compare myself or bring myself down from what I see online. My confidence and faith in myself are relatively high.

I also don’t go searching through comments too much to avoid unnecessary negativity. It’s like real life - you can ignore it, walk away, and not give it a second thought.

Q: What’s the first piece of advice you’d give someone wanting to start a TikTok career like yours?

Xixi: Just do it! The main concern my friends have about content creation is worrying about what other people think - especially when people they know in real life might see their posts.

To that I say, ‘do not give any f*ks about what anyone says or thinks!’ The only thing that matters is how you feel. Worrying about criticism just wastes your precious energy.

If people are talking or judging me, I’m actually flattered - I’m worth their time and mental energy. It's truly an honour.

If I could talk to my past self, I’d say, ‘Your voice deserves to be heard. You deserve to feel seen. What you think and feel matters, and you can inspire people around you.’

After five years of posting, I can confidently say that being original, unique, and authentic is what built the following and platforms I have today.