ISMEIOW: The Power to Illuminate One’s Own Destiny
- Evely Oliveira
- 2 hours ago
- 3 min read
'STARS' COVER EDITION - GLOBAL ISSUE
There are artists who perform. And there are artists who overflow. Ismeiow — a persona created by Ismael, born in Anápolis, Goiás (Brazil) — belongs to the latter category.
Before becoming a recognized name on the internet, he was the boy who dared to sew his first stitches on his mother’s machine. As a child, he painted faces at parties and celebrations, saving every penny as if collecting possibilities. “I’ve always felt that something greater was on its way,” he recalls.
He found his purpose early: at 16, he launched his first channel, where he talked about makeup, sewing, and customization. It was less about teaching and more about freeing himself—and others. Over time, the audience realized that what unfolded on camera was more than technical skill; it was an entire world being created. What began modestly has grown into a community of around 7 million followers and collaborations with major brands such as Disney, Opera, EBAC, and others.
Ismeiow wasn’t born overnight.
She was shaped in the friction between desire and courage.
We had the opportunity to sit down with Ismael and get a glimpse into the mind behind the brilliance that overflows.
Come with us.
1. Ismeiow is born from the meeting of art, identity, and performance. When you transform yourself, what changes first — the way you see yourself or the way the world sees you?
“When I transform into Ismeiow, the first thing that changes is the way I see myself. Before the world sees me differently, I’m already seeing myself in a new light. It’s as if I turn on a lamp that was always there — only now it’s brighter, more colorful, freer. After that, the world has no choice but to see it too.”
2. Halloween is a poetic license to create other realities. What was the most challenging character or concept you’ve ever brought to life, and what did it reveal about you?
“Yzma, without a doubt, was a personal challenge. On the day of Sephora’s Ball, I also had a runway show at São Paulo Fashion Week to attend.
I got caught in the rain, ran in heels, got into a stranger’s car, lost my phone — all of that while painted purple — and still made it to the event.
Yzma showed me, even if indirectly, that I’m capable of doing anything I set my mind to.”
3. You don’t just create — you enable creation. Founding Ismeiow Vídeo in 2022 was an ambitious move. What’s the biggest myth about being a content creator in Brazil that you’d like to break?
“Founding Ismeiow Vídeo was about autonomy — creating my own destiny.
I was blessed with an incredible team of editors, and that’s where Ismeiow Vídeo came from. Since then, we’ve edited thousands of videos for every platform — from YouTube to streaming services.
The biggest myth about being a creator that I’d like to break? Honestly, none. I just want to keep working and doing what I love. The more disruptive part — I’ll leave that to my fellow creators.”
4. Drag aesthetics demand courage and self-control — from the brush to the stage. Do you have any kind of ritual before transforming into Ismeiow?
“I’m not sure I’d call it a ritual, but I always shave my eyebrows and then take a long shower right after. It helps me relax.”
5. If you could leave a message for young artists who have talent but haven’t yet found the courage to put themselves out there, what would be your most radical truth?
“No one is going to give you permission to be who you are. Waiting for courage is waiting too long.
Do it scared, do it shaking, do it wrong — because art isn’t born from perfection, it’s born from trying.
If you feel the urge, that’s already the beginning.”
6. And finally: what is your voice? What would you like to shout to the world if you had the chance?
“My voice is a reminder that the improbable can also be beautiful.
There’s no right way to exist — there’s only your way.
And in my case, it shines, wears a wig, and sometimes scares people a little.”
