In the world of beauty influencers, where trends come and go with the swipe of a screen, there is something unmistakably grounding about Lisa Joy, known around the globe as Ale Jay. Her name rings out in beauty circles with 600,000+ YouTube subscribers, 800,000 TikTok followers, & 550,000+ Instagram followers, nods from giants like Fenty Beauty, Maybelline, and Anastasia Beverly Hills, and an online presence marked by warmth, precision, and grace.
But beyond the ring lights, swatches, and flawless makeup tutorials, Ale Jay’s story is one of duality and belonging. It is a story rooted deeply in Kenya, shaped in America, and blooming in the global space she now fearlessly occupies.
“My face is my canvas, but Kenya is the hand that taught me how to paint.”
A Childhood Brushed in Color: Nairobi, the First Palette
Before the world knew her as Ale Jay, Lisa was a little girl growing up in Nairobi, surrounded by a culture steeped in bold expression. The city’s kaleidoscope of colors—from the red shukas of Maasai markets to the intricate beadwork and bold African prints—left an imprint not just on her eyes, but on her soul.
Her first teacher in beauty wasn’t a YouTube algorithm—it was her mother.
At just 13, Lisa watched her mom lean into the mirror, dabbing on foundation and lipstick with care. For Lisa, this was more than makeup; it was a ritual, a love language, a quiet assertion that beauty could be a form of dignity. Those early lessons, passed between mother and daughter, weren’t just about products—they were about power, poise, and the grace of presentation. It was Kenya, showing her how to see herself.
When the Ground Shifts: Greensboro and the Search for Belonging
At 11, Lisa’s world shifted. Her family moved across continents to Greensboro, North Carolina, and she was thrust into unfamiliar hallways, new accents, and a different rhythm of life.
It wasn’t just a change in geography—it was a moment of cultural collision.
Suddenly, she was the “new girl,” trying to perfect her English while holding tightly to her Swahili tongue. The bright patterns of Nairobi gave way to the more muted tones of American adolescence. But in that tension—between African roots and American soil—Ale Jay’s dual identity began to form. Quietly, she learned the art of translation: not just of language, but of self. How to be both. How to be all.
Where Science Meets Self-Expression: The College Chapter
Years later, at the University of North Carolina at Charlotte, Lisa pursued a degree in Biological Sciences. Her love for science may seem unexpected in a story about beauty, but it gave her a distinct edge. She didn’t just love how makeup looked—she understood how it worked.
And it was during this time, in 2015, at the age of 20, that she quietly uploaded her first video to YouTube. A simple act. But it would change everything.
In her college dorm, far from the bustling energy of Nairobi’s streets, she began to build a bridge. Each tutorial was a piece of home, a whisper of Kenya, a way to stay connected to where she came from while stepping boldly into who she was becoming.
Why Kenya Was Always the Superpower
As her channel grew, Ale Jay didn’t just join the beauty conversation—she reshaped it. While many influencers followed trends, Ale Jay brought something else: Kenyan authenticity.
She prioritized glowing, healthy skin, a value deeply tied to Kenyan beauty ideals that favor radiance over masking. Her tutorials didn’t just cover flaws; they celebrated skin as sacred, especially for viewers with deeper complexions who’d long been ignored by mainstream beauty.
Her reviews became legendary for their depth. She tested foundation shades that catered to dark skin with the kind of precision that felt like advocacy. Her bilingual moments—effortlessly switching between English and Swahili—weren’t gimmicks. They were gentle nods to her roots and open doors to East African viewers who felt seen, sometimes for the first time.
A Mirror for the Continent
As the world took notice, so did the continent.
Publications like OkayAfrica listed her among the Top African Beauty Influencers, and fans from Nairobi to Johannesburg saw her as more than an artist. She was a beacon. A representation of what it looked like to succeed without leaving your identity behind.
Even from the U.S., her aesthetic carried whispers of Kenya: bold lip colors, glowing cheekbones, vibrant energy. She may have been filming from North Carolina, but her style felt like a stroll through the streets of Westlands or a night out in Kilimani.
She didn’t just wear makeup—she wore her culture.
From Face to Force: Ale Jay’s Legacy in Motion
Ale Jay’s story isn’t just a success story—it’s a roadmap. For thousands of young Kenyans living abroad, straddling identities and wondering if they must choose, she is proof that you can hold all parts of yourself and still shine.
Her journey is a mirror of what the Kenyan diaspora can be: rooted, creative, global, bold.
She transformed her duality into content. She turned homesickness into purpose. She made every brushstroke a tribute to where she came from, even as she charted new territory.
In doing so, she became part of a greater shift. A generation of Kenyan creatives like Phoina Tosha, Njanja Kimani, and others are now leveraging the digital space to amplify African narratives—and Ale Jay stands among them as a pioneer.
Home, In Every Hue
If you ask her where she’s from, Ale Jay might say Nairobi. Or Greensboro. Or maybe both.
But if you ask her where she belongs, the answer is simple: she belongs at the intersection. Of two cultures. Of science and artistry. Of tradition and trend.
And in that space, she teaches us all something: Belonging isn’t about fitting in—it’s about standing in your truth.
She once said, “My face is my canvas, but Kenya is the hand that taught me how to paint.”
In every video, every collaboration, and every smile, you see it: the magic of knowing exactly where you’re from—even when you’re everywhere.