Introduction:

Social media is and has always been a space where creativity meets opportunity. Amidst an ocean of content creators in the digital space, Krutika Singh is one of the most followed Indian content creators. She transformed from an ordinary college student who loved anime and fashion into a fashion icon. The story of Krutika is full of passion, hard work, and genuineness. The Mermaid Scales, aka Krutika’s relatable and entertaining content, resonated with people across the globe. 

She has millions of followers across social media. Her YouTube channel has 13.1 million subscribers while she has 8 million on Instagram. Her unique mix of anime cosplay with relatable humour made her a household name in the country. This article explores Krutika’s journey from a normal college girl to a trendsetter. We will also see how she faced challenges and used feedback to become a fashion icon loved by many. 

The journey of Krutika

Krutika’s journey from a student to social media influencer and content creator started in 2017 when she uploaded a few short fashion and beauty videos on the platform. Her video content resonated with India’s youth. Even though she started it as a hobby, as the views have grown with the content, it’s become much bigger than that. 

At first, she was posting little more than simple outfits or what might look trendy, but she knew she couldn’t establish herself by doing what other people were doing. That’s when Krutika realized that she need to do something different from others and started experimenting with bold makeup and cosplay-inspired looks. 

This step made her look different in the crowded digital space. Her videos soon reached a young audience globally through TikTok. Everything was going smoothly until the Indian government announced the ban of TikTok in the country in 2020. That was the major platform used by Krutika to reach her target audience, but the ban of TikTok made her feel at a loss. 

Instead of dwelling and stopping her uploads, she moved to Instagram, her account @themermaidscales, became a place for her to post content. There, she uploaded comedy or relatable videos, anime looks, lip-sync videos, and stunning fashion looks. In 2017, Krutika launched her YouTube channel, named the Mermaid Scales. She uploaded videos with relatable content to entertain the audience. Krutika currently has over 8.2 million followers on Instagram and 13 million subscribers on YouTube. 

Krutika Singh: Early life and education

Krutika Singh is from Maharashtra, Mumbai, and she was raised in a middle-class family. As a child, she spent hours sketching anime characters. Her style that differs from the rest it’s her love for anime and dramas that’ve become her trademark through her social media account, The Mermaid Scales. 

Krutika had a great family support backing her, particularly from her mother and elder sister, who made sure she believed in herself and took a leap to do something different and what she truly enjoyed. Her qualifications are not known yet, but during an interview with Vogue India, she, at one point, indicated that she would take an MBA course. She has kept her information about her education and personal life private, but according to some online sources, she might have majored in business. 

Starting as a content creator: 

She started as a simple content creator, but then she combined her passion for drama and anime into it. This mindset helped her grow further. Krutika took her love for anime and K-pop as inspiration for a new fashion style. She also has a YouTube channel focused on gaming, where she live-streams games like Among Us and Genshin Impact, diversifying her content. 

Her source of income includes sponsorships, ads, and YouTube views. Krutika’s latest content was an attempt with bold makeup and styling. Her look is a mix of anime, K-pop, K-drama, and some streetwear. To many, Krutika was an inspiration who showed them that fashion is being yourself and that everyone is different. 

How did she become a fashion icon?

She even attempted to style holographic makeup and layered outfits while urging her fans to experiment as well. Her bold personality transfers through her look. Fans or makeup enthusiasts followed her makeup tutorials on her YouTube channel in order to try out their favorite look. 

She’s not just a fashion influencer on the level of style alone, but has made young people, in all corners of the globe, confident to try to take something from her style. The cosplay requires hours of crafting and planning, showcasing her dedication to her craft. Krutika has redefined fashion for the digital age by blending creativity with accessibility and proving that anyone can be a trendsetter.

Challenges and criticism

Krutika’s journey was not very smooth. As a student, she struggled to balance content creation with her studies. Her styling and outfit mainly involved anime cosplay, but the anime culture was still niche in India. This made anime accessories and related clothes hard to find. 

Biggest challenge was when the government announced the 2020 TikTok ban, which forced her to lose contact with her audience. After the platform got banned, she faced a period of uncertainty; however, she again started to build her audience on another platform with her determination. 

She also faced criticism from online commentators; some mentioned that her bold makeup looks were too impractical for daily life. While others said that this unique fashion choice was her strength that inspires others to embrace individuality. Krutika stayed away from online drama while taking feedback to improve her content. The authenticity of her content was the reason behind her success.

Conclusion:

Krutika Singh’s journey from a student in Mumbai to a fashion icon is a testament to her creative ideas and bold moves. Her social media channels, The Mermaid Scales, empower creativity.  Her mindset turned her passion for games and anime into a thriving business. Her story encourages young people to turn passions into professions. The article mentioned the mermaid scales, aka Krutika’s story, from being a college student to an Indian household name.

FAQs:

Who is Krutika, aka The Mermaid Scales?

Krutika is an Indian content creator and fashion influencer known for her anime-inspired looks, makeup tutorials, and relatable skits on platforms like Instagram and YouTube.

What is Krutika’s educational background?

She completed her schooling in Maharashtra and was a college student when she started creating content. She has expressed interest in pursuing an MBA.

How did Krutika become one of the most followed content creators?

Through consistent, original content, smart use of platforms, strategic collaborations, and turning audience interest into products and experiences that scaled

How did Krutika start her career?

She began posting fashion videos on YouTube in 2017 while in college, and gained popularity through TikTok lip-syncs and cosplays.

What makes Krutika a fashion icon?

Her unique blend of anime, K-pop, and everyday fashion, along with accessible tips and viral outfit transitions, has made her a trendsetter.

Does Krutika have her own business?

Yes, she runs her personal brand as a digital startup, including content creation, sponsorships, and merchandise collaborations.

What platforms does Krutika use?

She is active on Instagram (@themermaidscales), YouTube (TheMermaidscales), and Snapchat (tmermaidscales).

What makes her different from other creators?

Her quirky style, experimental fashion choices, and ability to blend creativity with storytelling.

What can we learn from her journey?

Consistency, originality, and treating content creation like a business can lead to long-term success.

Can new creators follow her path?

Yes, by focusing on originality, engaging with audiences, and experimenting with creative ideas.