In a season defined by evolution rather than reinvention, LaCoya Lovett is proving that sustainable success comes from lived experience and intentional visibility. From makeup artistry and plus‑size modeling to lifestyle content and affiliate marketing, her journey reflects a refusal to be boxed in—and a commitment to transparency over performance. By documenting wellness, business, and everyday life in real time, LaCoya has built trust that converts, partnerships that follow naturally, and a “soft life but strategic” model that prioritizes integrity, longevity, and alignment over hustle for survival.
Hi LaCoya, thank you so much for taking the time to share your story and insights with our readers. You’re in the midst of a powerful season of reinvention, so let’s jump right in. You’ve built multiple income streams while documenting your life in real time — what sparked this current transition, and how did you know it was time to evolve both personally and professionally?
This transition is the result of lived experience, not a sudden pivot. When I first moved to Dallas, I was transparent about starting over. I initially built my name as a makeup artist under Coya Red, working in bridal and celebrity spaces. That chapter later evolved into plus-size modeling, where I expanded my presence, built strong relationships with photographers, creatives, and brands, and learned how to show up confidently in front of the camera.
Dallas gave me room to experiment, explore, and build. I’ve worn many hats here, and each one taught me something valuable. Over time, I realized I didn’t want to be boxed into one role or one lane. What ultimately aligned was lifestyle content creation paired with affiliate marketing, where I could merge beauty, wellness, fashion, and real life into something sustainable. This current season isn’t about starting over, it’s about scaling up and stepping into a bigger platform with intention.
You’re very open about sharing the behind-the-scenes of your wellness and weight loss journey alongside your business growth. How has choosing transparency over a polished highlight reel shaped your relationship with your audience and the community you’ve built?
Transparency has always been my anchor. I’ve shared the evolution of my career openly, including walking away from things that no longer fit. I’ve also documented my weight loss journey in real time, including gains, losses, stalls, and the mental discipline required along the way. Nothing is edited to look perfect.
That honesty extends into my everyday life, including moments with my dog, Eleven. Showing real routines, responsibilities, and lifestyle moments as they actually happen has allowed my audience to connect without comparison or pressure. Because I don’t fake it, trust has followed naturally. Brands and followers alike know exactly what they’re getting.
As a creator, you’ve successfully turned everyday life into monetizable content without leaning into toxic hustle culture. What does a “soft life but strategic” approach actually look like in practice, and how do you stay disciplined while protecting your well-being?
Soft life doesn’t mean unfocused. It means intentional. My content today reflects how I actually live. Beauty, fragrances, skincare, hair, wellness, fitness, lifestyle, and life with Eleven all coexist because they coexist in my real world. I’m not committed to a single niche because I’m not a single-note brand.
That flexibility is what makes my content convert. Affiliate marketing allows me to monetize naturally, whether I’m sharing a beauty routine, a wellness habit, or everyday lifestyle moments. I don’t force trends. I share what fits my life, and that authenticity consistently translates into results.
You’re expanding into mentorship and education for creators who want to monetize authentically. What are some of the biggest mindset or strategy shifts you help creators make when it comes to building income with integrity and longevity?
One of the biggest shifts I teach is that attention without integrity is expensive. Right now, monetization is accessible to everyone, and many creators are sacrificing credibility in the name of going viral. I push back against that.
I show creators how to turn affiliate marketing into real money by building trust, not shock value. Authenticity doesn’t mean being unpolished or underpaid. It means aligning who you are with what you promote so the income lasts. Platforms like Mavely are tools, but conversion and credibility are the real currency.
How have your lifestyle and affiliate strategies translated into brand recognition and partnerships?
My lifestyle content has consistently driven results. Brands have found me organically through my affiliate links and content performance, which has led to features and partnerships with Target, Walmart, L’Oréal, Mugler, and other beauty, fragrance, and lifestyle brands. These relationships weren’t built through cold pitching, but through demonstrated conversion, consistency, and trust with my audience.
Because my content is rooted in real life and easy to adapt seasonally, brands know it performs. Whether it’s beauty, wellness, lifestyle, or everyday moments, my content scales naturally, which is something I’m especially leaning into as I look ahead to summer and future brand collaborations.
As you intentionally design the next chapter of your brand, what excites you most about what’s ahead, and what do you hope your journey shows others who are also choosing alignment over survival?
What excites me most is expansion. I’m stepping into a season where my experience, credibility, and versatility are coming together. I want to work with larger brands, build bigger platforms, and continue showing that you can evolve publicly without losing yourself.
I hope my journey shows others that growth doesn’t require erasing your past. Every chapter counts. When you lead with alignment, the right opportunities find you.
