Isobel Lorna has millions of TikTok followers who watch videos of her glamorous life – from her fancy London apartment to driving her expensive £97,000 Porsche. It’s easy to see why people might feel a little envious!
Beyond the everyday luxury, the 24-year-old, now nicknamed a ‘poshfluencer,’ also flaunts extravagant items in her videos, like £30,000 Hermes Birkin bags, trips around the world in first class, and stays at the most luxurious hotels.
Isobel Lorna MacDonald’s life hasn’t always been this exciting, as she shared with me today.
Isobel recently shared her story for the first time, revealing she worked overnight shifts at an Amazon warehouse to pay for her law apprenticeship. She even drove an older, inexpensive Ford Ka, costing around £3,500, to get to work.
This isn’t where Isobel envisioned her life heading, but she saw it as a chance – a chance that ultimately led to her current wealth. It all started with a smart move she made when she was just 19 years old.
She used to balance a legal apprenticeship from Monday to Thursday, dedicating Fridays to studying, and working overnight shifts at a warehouse on weekends to earn extra money.
Isobel felt disconnected from her older, male coworkers at the law firm. Looking for a way to express herself, she started sharing her work life on TikTok.
She explained in a recent interview that she felt underutilized at the time and could have easily been doing a different job.
She explained she wanted to inspire young girls to see the value in working. She grew up with parents who always taught her that hard work was the key to achieving her goals.
Back then, it was rare to see people sharing about their work lives online, but now it’s incredibly common on platforms like TikTok.
Isobel’s short videos showing a typical workday – including her outfits, daily routines, and a glimpse into office life – became popular very quickly, gaining tens of thousands of views in just one night.
What made her content stand out wasn’t just its beauty, but the feeling it gave people – a sense that this lifestyle was achievable through hard work. That’s really what the Isobel Lorna MacDonald brand is all about: earning your own success, not just being born into it.
Before working at Amazon, she’d held a variety of jobs growing up near Bristol. She started young, baking cakes for her mom’s coworkers at age twelve. Over the years, she also worked at a pottery studio, babysat, styled hair at a salon, and even worked in a hardware store. It was at the hardware store that she learned the fundamentals of business – she designed and delivered flyers to attract new customers.
By the time she was sixteen, she was already working in pubs and restaurants. This taught her how to deal with stressful situations, manage people, and work long shifts effectively.
And at 18, she started with the law firm.
She admits she’s always been motivated by wanting a job and financial independence. She also explains that she quickly became hooked on posting online, as she watched her follower count increase dramatically.
As her popularity grew, so did her income—and she acknowledges it was more money than she expected.
‘I was offered about six times my monthly salary for one TikTok,’ she tells me.
I started sharing videos while working at the law firm, and soon brands began offering me money for sponsorships. People also started asking me questions about my personal style – things like my hairstyle, work outfits, and where I bought my shoes.
I basically learned influencer marketing on my own. I was pretty new to it at first, but I managed to figure things out as I went.
‘There’s a video of me doing like an Elizabeth Arden advertisement at my desk in the office.
I took a big risk and wasn’t worried about what others thought. My coworkers were making fun of me, but I believed that persevering would ultimately lead to a better situation.
Initially, my parents didn’t support my decision to leave my job. I was getting a good salary – around £16,000 a year – and the company was also paying for my university degree, so it seemed like a good opportunity.
‘But then they saw how much I was earning and supported me to give it a shot.’
Now, Isobel has come a long way. She left her apprenticeship, relocated to London, and recently traded in her old £3,500 Ford Ka for a Porsche. She documented the whole transformation in a popular online series.
She has more than two million followers and has gone viral more times than she can count.
‘The Porsche basically paid for itself,’ she said, explaining how she films her podcast inside it.
I’ve always believed great content is the most important thing, and honestly, MacDonald just gets that. It’s not about the product itself, it’s about the whole experience and the story behind it that really connects with people. That’s what he truly understands.
After sharing a popular video series online, many people discovered her page. The series showed her boyfriend – who prefers to stay out of the public eye – surprising her with a high-end advent calendar. Last Christmas Eve, in 2024, he gave her a £3,000 Van Cleef necklace, and this year she received Dior, Chanel, and Hermes gifts throughout the holiday season.
Within three days of posting about the advent calendar, she had gained 30,000 more followers.
Another viral video saw her on skis in the Alps in a pair of six-inch heels.
She told me that if you saw me just walking down the street in normal clothes, I’d probably blend right into the crowd. I’m not someone who naturally draws attention, apparently!
Honestly, if I just walked by, I’d probably be invisible to you. You wouldn’t even glance my way. But if I did something… noticeable? Like, if I was dancing down the street in this ridiculously bright yellow outfit, belting out a song, and had music blasting? Then you’d look. That’s what it would take, isn’t it? To actually get your attention…
To really grab someone’s attention, you need to offer something unexpected or unusual. This could be a striking contrast – like pairing a luxury item, such as a Birkin bag, with a casual activity like skiing – or something over-the-top and playful, like an advent calendar that lasts for 25 days.
To really stand out, you need to make a statement, and for me, that means a Birkin bag on the slopes – it’s more impactful than something like a YSL bag.
‘You have to ruffle some feathers if you want to go viral. And it pays off.’
I was really surprised to hear Isobel talking about her life before social media – it’s something she’s never mentioned before. It makes me wonder if she’s been deliberately keeping that part of her life private, almost like she’s been hiding it.
She believes many influencers feel ashamed of their earlier content because they’re trying to project an image of wealth and extravagance.
‘But actually it’s much more relatable if you constantly remind people where you came from.
I know my life is unusual for someone my age. But do I enjoy it? Absolutely – and that’s what motivates me to work hard every single day.
Isobel is already looking forward to what comes next. She’s dreaming of another Porsche, and this time she wants something a bit more performance-focused – a 911 would be perfect.
There is, of course, something slightly dizzying about the scale of it all.
She owns property, runs a creative agency, and is preparing to launch another.
It seems likely to be related to haircare, given how much people admire her hair.
She’s completely overhauling her podcast, planning her content carefully, and finding ways to make everything she does generate income.
And if the next Porsche is already on the vision board, I get the sense it won’t just arrive.
It’ll come with a carefully planned storyline that’ll win her even more followers.
Alix Earle’s skincare buzz
I previously shared that Alix Earle was working on her own brand, and now it’s officially launching! The timing is perfect with her new reality show coming to Netflix soon. Earle has been hinting at this for the past week, and sources say the brand is called ‘Reale Actives.’ It will focus on skincare that doesn’t require medication – a smart move considering Earle has openly talked about her own experiences with acne and skin health.
The marketing campaign is particularly impressive. They sent puzzle pieces to friends and influencers, and when everyone combined their pieces, it revealed something bigger – a clever and engaging strategy. With Earle already incredibly popular online, the initial excitement suggests this product launch will be a huge success and will likely sell out very quickly.
How much of Made In Chelsea is structured reality?
It’s become strangely confusing to watch the latest season of Made in Chelsea. Each week, the show focuses on potential romances and relationship drama, but a look at the cast’s Instagram accounts reveals they’re often dating people completely different from who they’re paired with on TV. For example, Livvy Barker is shown exploring relationships with Chuggs Wallis and Kit Paterson on the show, but her Instagram suggests she’s actually dating someone else entirely.
This brings up the question of how much of what we see is genuine, and how much is created for the show. Beyond the glamorous surface, there are indications of trouble. People connected to the show say the cast members aren’t paid very much, which doesn’t match the show’s former popularity. Plus, many of them don’t actually live in Chelsea anymore – some joke the show should be called ‘Made in Fulham’ instead. Once a major success, the show now feels a little dated. Even the fact that Channel 4 moved it to a later timeslot suggests they’re lowering their expectations for it.
UP
The first generation of influencers, such as Zoella and Sarah Ashcroft, gained popularity through blogs, sharing things like fashion advice, personal stories, and daily inspiration. They built their communities with writing, long before Instagram became the main platform. It seems this format is becoming popular again. Recently, I started subscribing to Dua Lipa’s Service95 newsletter, which offers a carefully selected mix of nightlife tips, cultural commentary, and style guidance.
Similar to this trend, Em the Nutritionist has started her own newsletter with in-depth articles, and Otegha Uwagba’s popular Substack, Add To Wishlist, is gaining even more attention. As social media becomes more crowded and focused on sales, influencers are realizing the impact of well-written content.
DOWN
Bradley Dack doesn’t seem to be handling being single privately. People are saying he’s been frequently visiting pubs in Kent, often with his friend Ronnie Vint, and his behavior has been attracting attention.
It’s been a dramatic week, especially with news that Olivia Attwood, his ex, is now dating Pete Wicks. While that would be upsetting for anyone, sources say Dack hasn’t handled it well. He’s reportedly been very eager to win her back, and some feel his efforts have come across as desperate.
Jo Malone has announced sisters Georgia May Jagger and Lizzy Jagger as its new global ambassadors. They’ll be the faces of the brand’s latest fragrance, English Pear. The campaign, titled ‘Two Sisters, One Perfect Pair,’ highlights the sisters’ connection to both the brand’s history and their famous family – they are the daughters of Mick Jagger and Jerry Hall.
At the perfume launch, Lizzy shared that the sweet pea scent is inspired by her and her sister’s childhood memories of the English countryside. It’s also a tribute to their mother, who still grows sweet peas and makes small bouquets for her bedside table – a lovely connection between fragrance and personal feeling. Georgia described the photoshoot as a fun and joyful experience, more like playing than working. Shot in a pear orchard, the campaign feels relaxed and genuine, capturing the sisters as they are, rather than posing formally. In an industry often focused on perfection, this natural connection between them and a hint of nostalgia are what make the campaign so appealing.
https://www.dailymail.co.uk/i/html_modules/Personal/Harry/M%2B_Molly_Clayton/01_Molly_FYP/index.html
Do you remember when 86-year-old Grime Gran, the rapping sensation, had to explain what a baked potato was to Kim Kardashian on live television? That funny moment is still popular online! This weekend, with London hosting the Hyrox fitness competition, Gymshark is tapping into that nostalgia. They’ve partnered with Grime Gran (who has 700,000 followers) and TikTok food star Spud Man (with 4.2 million followers) to give away free baked potatoes along with their clothing and discounted gym wear – a smart combination of internet trends, tasty food, and a focus on fitness.
https://www.dailymail.co.uk/i/html_modules/Personal/Harry/M%2B_Molly_Clayton/02_Molly_DMs/index.html
Email me – molly.clayton@dailymail.co.uk
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2026-03-25 20:21