Hi there! I’m Gabriella Tam — a New York City–based fashion, beauty, and lifestyle content creator, and the founder of Szeto Creative, a creative social media agency helping brands grow through thoughtful, content-first storytelling.

About Me

Hi! I’m Gabriella — a New York City–based content creator focused on fashion, beauty, and lifestyle. Born and raised in Hong Kong, I bring a global perspective to everything I create, blending elevated aesthetics with the realities of everyday life.

I share content across Instagram, TikTok, and YouTube, where you’ll find my favorite beauty brands, skincare routines, outfits of the day, and behind-the-scenes moments of life in NYC. My goal is to create content that feels inspiring yet approachable, helping my audience discover new products, styles, and rituals they genuinely love.

I’m also the founder of Szeto Creative, a creative social media agency based in New York City. Through my agency, I work with influencers and brands in the beauty, fashion, lifestyle, and medical aesthetics spaces, helping them build meaningful connections and grow their social presence through thoughtful, strategic content.

Outside of my work, I’m passionate about supporting creative and entrepreneurial communities. I serve as Vice President of Social Media on the Board of Directors at United Women In Business Foundation, sit on the advisory board for Boys In Beauty, and am a proud member of the New York City Ballet’s Young Patrons Circle.