In recent years, social media has provided an empowering platform for women in Kashmir to express themselves and explore creative careers, especially in an environment marked by conflict, limited job opportunities, and societal conservatism. Top Female Social Influencers of Kashmir, coming from rural areas and urban centers alike, have defied stereotypes by becoming influencers, models, makeup artists, and content creators on platforms like Instagram, YouTube, and TikTok.
The rise of female influencers in Kashmir reflects a significant cultural shift, as these women navigate the delicate balance between tradition and modernity. Despite facing religious conservatism and patriarchal norms, they have found success in content creation, often gaining national and international recognition. This new generation of Kashmiri women is dismantling long-held biases by showcasing fashion, beauty, travel, and lifestyle content.
These influencers include a mix of makeup artists, who provide beauty tutorials and share their work online, as well as models and musicians, who use digital platforms to connect with a global audience. Their visibility is reshaping public perceptions of Kashmiri women, showing them as confident, creative, and successful professionals.
One of the main challenges these women face is the conservative nature of society, which often frowns upon women in the public eye, especially in professions that are seen as unconventional for women. Nevertheless, with their families’ support and a growing online audience, they are able to challenge these boundaries and pursue their passions.
This digital revolution has provided not only an outlet for self-expression but also a means of economic empowerment, with some influencers earning a substantial income through brand collaborations, sponsorships, and social media partnerships
Top Female Social Influencers of Kashmir
Syed Areej Zaffar (@areejological)
Areej is recognized as a prominent female Ladishah singer from Kashmir, breaking gender barriers in a traditionally male-dominated field. Ladishah is a unique form of satirical singing popular in Kashmir, where the singer narrates stories, often with humor and social commentary, through rhythmic verses. Historically performed by men, Areej has brought a refreshing perspective as one of the few women to engage in this art form.
Her performances reflect the socio-political issues of Kashmir, blending satire with insightful critiques of contemporary life. Areej’s work is significant not just because of her talent, but because she is one of the few women to engage in this art, highlighting the struggles and resilience of women in the region.
By adopting Ladishah, Areej not only preserves a traditional Kashmiri art form but also reshapes it, giving voice to the experiences of women in her community. Her efforts are helping to revive and modernize Ladishah, attracting new generations to this culturally rich form of storytelling.
Mateena Rajput
Follow @mateenarajput on Instagram
Hailing from Handwara in north Kashmir’s Kupwara district, Mateena Rajput has become a sensation among J&K’s youth. As an actor by profession, her Instagram content features everything from film promotions to glimpses of her daily life, reels showcasing fashionable attire, and exciting travel destinations. Mateena recalls that starting her content creation journey was challenging due to the lack of understanding in her village. She faced trolling but remained undeterred, and now has over 67,500 Instagram followers who eagerly await her new posts.
Sayeda Hubza Ali
Follow @hubzaaaa on YouTube
Sayeda Hubza Ali, a popular vlogger, shares her daily life, family moments, and travel experiences through her social media channels. Her journey began unexpectedly and was difficult due to her remote origins in Uri, Baramulla. Despite encountering negative comments, Sayeda persevered and now boasts over 60,400 YouTube followers and 27,000 Facebook followers. Her content resonates with viewers, offering an intimate glimpse into her life and experiences.
Farah Zaidee
Follow @farahzaidee on Instagram
Farah Zaidee from Kupwara is not just a content creator but also a social activist. She uses her platform to raise awareness about social issues like gender-based violence and shares her travel experiences from her fieldwork in various villages. Farah believes that content creators should act responsibly, given their influence, and advises them to be mindful of obscenity and vulgarity in their posts. With over 62,300 Instagram followers and 17,000 Facebook followers, she continues to inspire change through her platform. Farah also speaks out against online harassment, particularly the objectification of women and the misuse of their images.
Saba Shafi
Follow @makeupbysaba on Instagram
Saba Shafi, hailing from Seelo village in Sopore, is Kashmir’s first female bridal makeup artist. Despite early skepticism about the cost of her services, Saba persevered and now has a thriving business, taking daily makeup orders through Instagram. Her handle, @makeupbysaba, showcases her artistry with both photos and videos of her bridal work. With 1.56 lakh followers on Instagram, she is a prominent figure in Kashmir’s beauty industry.
Zartasha Zainab
Follow @zartashaazainab on Instagram
Zartasha Zainab is a Pahari singer from Uri who has captivated audiences with her short reels and song covers on Instagram. Despite facing criticism, including comments about her clothing, Zartasha has persevered and now has 16,000 Instagram followers. A fan of Pakistani singer Abida Parveen, Zartasha credits social media for making her musical journey possible and has already participated in several popular songs in Kashmir.
Zoha Wani (@zohawani)
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Niche: Visual Arts, Photography & Lifestyle
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Followers: ~100.9K+ on Instagram
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Impact: Known for her breathtaking aesthetic captures of Kashmiri landscapes, architectural details, and moody lifestyle framing.
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Yana Mir (@yanamir_)
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Niche: Journalism, Socio-Political Commentary & Public Advocacy
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Platforms: YouTube & Instagram
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Impact: A prominent vocal advocate from J&K who frequently speaks at national and international forums regarding regional development, women’s empowerment, and ground realities.
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Aairya Majid (@aairyaaa)
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Niche: Lifestyle, Fashion, & Creative Vlogs
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Platforms: YouTube & Instagram
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Impact: Captivates a loyal audience with high-production-value lifestyle vlogs, aesthetic fashion lookbooks, and relatable slice-of-life storytelling.
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Asma (@makeupbyasma.in)
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Niche: Bridal Makeup & Professional Aesthetics
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Followers: ~52.8K+ on Instagram
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Impact: A leading bridal transformation expert who utilizes short-form reels to exhibit high-end cosmetic artistry, building a robust client base online.
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Dr. Surbhi Shriya (@dr.surbhi_01)
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Niche: Health, Vitality & Wellness
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Followers: ~196.7K+ on Instagram
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Impact: Combines professional medical insights with relatable wellness content, bridging the gap between expert medical advice and everyday health tips.
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Arushi Kerni (@eats.and.lifts)
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Niche: Fitness, Nutrition & Strength Training
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Followers: ~141.5K+ on Instagram
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Impact: A pioneer in breaking regional fitness stereotypes, providing structured workout regimens, nutritional guides, and empowerment coaching.
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Afeefa Zargar (@glamupwithafeefa)
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Niche: Beauty, Skincare & Cosmetics
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Followers: ~12.3K+ on Instagram
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Impact: Focuses heavily on honest product reviews, localized skincare routines, and accessible makeup tutorials tailored for diverse weather conditions.
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Sahiba Bali (@sahibabali)
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Niche: Acting, OTT, & Creative Performing Arts
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Followers: ~824.5K+ on Instagram
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Impact: A multi-talented actor and content creator with roots in the region who uses her extensive platform to showcase theatrical arts, poetry, and cinematic sketches.
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Mitali Gupta (@huesoflifeeee)
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Niche: Beauty, Art, & Lifestyle
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Followers: ~31.8K+ on Instagram
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Impact: Celebrated for her unique artistic crossover blending visual design elements with day-to-day lifestyle blogging.
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Shaista Ali (@shaistaali)
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Niche: Micro-Lifestyle & Regional Storytelling
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Followers: ~9.5K+ on Instagram
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Impact: Highlights localized community initiatives and everyday cultural nuances across the valley.
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Aparna Devyal
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Niche: Travel, Local Culture, & Regional Vlogging
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Platforms: YouTube
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Impact: Documents heritage travel routes, hidden gems, and cultural tourism spots across Jammu & Kashmir.
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Faiza Fayaz
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Niche: Creative Writing & Journalistic Portrayals
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Impact: Uses written prose and digital essays paired with visual snapshots to document contemporary Kashmiri social experiences.
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Zubeda Sayyed (@makeup_by_zubeda)
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Niche: Professional Makeup & Glam Artistry
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Followers: ~21.1K+ on Instagram
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Impact: Highly regarded for bridal client transformations and step-by-step aesthetic reels.
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Varsha Jamwal (@varshajamwalofficial)
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Niche: Entertainment, Fashion, & Vlogging
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Followers: ~298.8K+ on Instagram
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Impact: Known for vibrant lifestyle content, fashion trends, and high-engagement short-form reels.
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Devyanii (@devyaniisingh_makeup)
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Niche: Cosmetic Artistry & Styling
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Followers: ~14K+ on Instagram
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Impact: Popular for bridal tutorials, product swatch breakdowns, and creative look design.
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Purvi Bisht (@bishtpurvi)
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Niche: Personal Vlogs & Scenic Exploration
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Followers: ~29.8K+ on Instagram
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Impact: Features immersive scenic explorations, local food spots, and day-to-day cultural vlogging.
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