Kay Yarms

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Kay Yarms
Born
Khethokuhle Ngonyama

(1994-04-05) 5 April 1994 (age 31)
Durban, KwaZulu-Natal, South Africa
EducationUniversity of the Witwatersrand
Occupations
  • Influencer
  • content creator
  • YouTuber
  • entrepreneur
Years active2018–present

Khethokuhle Ngonyama (5 April 1994) professionally known as Kay Yarms is a South African influencer, entrepreneur and YouTuber. She is best known for her beauty content and vloggs on YouTube. She is the founder of Saxx Beauty. In 2023, she appeared on the list of Forbes Africa 30 Under 30 class of 2023 for Forbes magazine.

Career

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Ngonyama began her career around 2018 by sharing simple makeup videos, beauty tips and lifestyle posts on Instagram and YouTube platforms.[1][2] In 2020, she experienced her first major rise in popularity as her YouTube channel grew rapidly and earned her the YouTube Silver Play Button after surpassing 100,000 subscribers.[3][4] Her online presence strengthened and she became widely recognised as one of the most reliable voices in the South African beauty space.[5]

The year 2023 marked one of the biggest leaps in her career. She she collaborated with MrPrice for Yarms x Scarlet Hill makeup, a full beauty line that sold widely across South Africa.[6][7][8] She was honoured at the South African Social Media Awards as Social Media Influencer of the Year.[9] In the same year, she was featured on the prestigious Forbes Africa 30 Under 30 list, highlighting her impact on the beauty industry and digital media.[10][11] She launched a collaboration with Red Bull for Red Bull x Kay Yarms June Berry Summer edition.[12]

References

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  1. ^ January, Amaarah (2024-10-07). "Kay Yarms was born to slay". TFG Media. Retrieved 2025-11-22.
  2. ^ Staff, Editorial (2023-06-29). "Kay Yarms Net Worth: Influencing Black Women and Encouraging Skin Positivity". NeoReach | Influencer Marketing Platform. Retrieved 2025-11-22.
  3. ^ Ngenyane, By Andiswa. "Fans shower Kay Yarms with love!". Daily Sun. Retrieved 2025-11-22.
  4. ^ Walubengo, Peris (2022-11-28). "Top 20 famous South African YouTubers worth watching in 2024 - Briefly.co.za". briefly.co.za. Retrieved 2025-11-22.
  5. ^ Magadla, Mahlohonolo. "5 young beauty influencers to follow this youth month". News24. Retrieved 2025-11-22.
  6. ^ Mazibuko, Thobile (2023-11-16). "Kay Yarms x Scarlet Hill products sell out within 24 hours of launching". IOL. Retrieved 2025-11-22.
  7. ^ "WE'RE OBSESSED: Kay Yarms just dropped A limited edition beauty range with Scarlet Hill!". www.glamour.co.za. Retrieved 2025-11-22.
  8. ^ Njemla, Dideka (2023-11-17). "Kay Yarms announces partnership with Scarlet Hill". Bona Magazine. Retrieved 2025-11-22.
  9. ^ Zuma, Mbalenhle (2025-08-21). "Lasizwe Dambuza tells fans: "Don't waste money voting for me"". Sunday World. Retrieved 2025-11-22.
  10. ^ "Forbes Africa 30 Under 30 Meet Cover Star Khethokuhle Ngonyama". www.forbesafrica.com. 2023-05-05. Retrieved 2025-11-22.
  11. ^ Ngenyane, Andiswa. "Mzansi's rising stars make it to Forbes' list!". Daily Sun. Retrieved 2025-11-22.
  12. ^ Ndawonde, Zamokuhle. "Beauty meets energy: Red Bull x Kay Yarms launch Juneberry summer edition". News24. Retrieved 2025-11-22.