BEHIND THE CLICK PODCAST WITH MIRIAM JACKS: HOW PERSONAL BRANDING HELPED BUILD A MULTI-MILLION BEAUTY BUSINESS

In the latest episode of the Behind the Click Podcast, hosted by Janine Vanessa Heinrich, our guest was Miriam Jacks, founder and CEO of JACKS Beauty Line: one of Germany’s most recognizable beauty brands built on authenticity, community, and showing up as your real self. Scroll down to explore Miriam’s take on personal branding and the challenges that come with it.

From makeup artist to founder: A brand that was never planned

Miriam’s journey into personal branding wasn’t strategic, it was organic. Starting as a makeup artist, she simply wanted to be present on Instagram. What followed was something much bigger than she had anticipated.

She didn’t begin with a business plan, investors, or even a clear intention to build a brand. Instead, she built visibility first and the business followed.

That’s one of the core takeaways from the conversation: personal branding doesn’t have to start as a polished strategy. In fact, in Miriam’s case, it evolved alongside her. As she said in her talk with Janine, “I never really planned it to have this big personal brand… it evolved with me”.

Why personal branding matters (especially at the beginning)

For early-stage founders, especially those starting without funding, Miriam is clear: personal branding can be a game-changer.

When she started, she had no marketing budget. No ads. No team. Just her own account. By consistently showing up, she built both trust and visibility which translated directly into sales.

At one point, she generated thousands in revenue from a single live session. Over time, that momentum scaled into a multi-million-euro business.

The key according to our guest? Focusing on what actually drives revenue – not just aesthetics or “nice content”.

Awkward beginnings

One of the most relatable parts of Miriam’s story is how uncomfortable she felt at the beginning.

As she admitted in our podcast, she didn’t naturally enjoy being on camera. In fact, she often recorded dozens of takes before posting a single story.

But over time, something shifted: she stopped aiming for perfection and started prioritizing authenticity.

As Miriam said in her own words: “I took like at least 25 videos before I posted one… today I just do whatever and post it because I know that the authenticity behind it is so important. And that’s also I would recommend when you start – just do it”.

Her advice is simple but not easy: start before you feel ready.

That means:

• Pick one platform (for her, Instagram),
• Create a simple, repeatable format (like Miriam’s weekly lives),
• Focus on consistency over perfection.

The power of consistency and community

During the pandemic, Miriam leaned fully into live content, sometimes going live multiple times a day.

She collaborated with others, appeared on different accounts, and built visibility through shared audiences.

This wasn’t about polished campaigns. It was about being present.

Over time, this created a deeply engaged community: one that didn’t just follow, but bought.

When growth changes everything

As JACKS Beauty Line scaled, Miriam’s role and her relationship with her audience began to shift.

What once felt relatable (a makeup artist building something from scratch) evolved into something harder for some followers to connect with: a CEO running a multi-million business.

With growth came more visibility, more expectations and inevitably – more criticism. She openly shared that this transition wasn’t easy – the more successful the brand became, the more scrutiny she faced.

Negative comments, assumptions, and criticism sudennly became part of the journey. And unlike in the early days, not everyone was supportive anymore.

Her approach?

• Protect your energy (delete or block when needed),
• Stay grounded in your values,
• Keep showing up honestly.

She emphasizes that openness is still one of the main reasons her brand continues to grow, even if it comes with challenges.

Balancing passion and profit

One of the most nuanced parts of the conversation is the balance between building a brand you love and building a business that works.

In the early days, Miriam focused heavily on revenue: simply to survive and grow.

But as the company matured, her priorities evolved. It became less about chasing growth at all costs and more about aligning with what feels right.

That includes:

• Accepting that not everyone will stay,
• Being intentional about customers,
• Making decisions that reflect brand values.

Final thoughts

If there’s one practical takeaway Miriam leaves us with, it’s this:

Start small – but start now.

Practice speaking on camera. Get comfortable seeing and hearing yourself. Build consistency before complexity.

Because ultimately, personal branding isn’t about being perfect, it’s about being present.

Miriam Jacks’ journey is a powerful reminder that personal branding isn’t a shortcut but rather a long-term commitment. One that evolves as you grow, challenges you as you scale, and rewards you when done with honesty.

To hear interview with Miriam in full, in her own voice and with all the nuance that can’t fit on a page, watch the complete episode of Behind the Click:

You can also listen to the episode on the Spotify or Apple Podcasts.

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