In a crowded digital landscape, Brentwood-based influencer Lauren Erro has built something rare - a feed that is genuine. Erro has carved out a corner of the internet that reflects the way real women in Middle Tennessee actually live: stylishly, intentionally, and without taking themselves too seriously. We sat down with Lauren to talk about how she got here, what keeps her going, and why authenticity will always be her most important filter.
Every influencer has an origin story so tell us yours and what was the moment you realized this was something you wanted to pursue seriously?
My origin story began with my own struggle. I dealt with severe acne in college and ended up diving deep into learning how to treat it myself. I tried everything—from DIY remedies to more advanced treatments—and along the way developed a genuine passion for skincare and understanding what actually works. In 2017, I started casually sharing my routines on Instagram stories. It was never meant to be anything serious, but friends kept telling me I made beauty feel approachable and easy to understand. That’s when I realized it could be more than just a hobby. As I continued sharing, my content naturally evolved with my life, expanding from skincare and beauty into clean(ish) living, affordable fashion, motherhood, and more. The real turning point was seeing the impact. When I realized I was genuinely helping other women feel more confident and informed in their everyday routines, I knew this was something I wanted to pursue with purpose.
For anyone who may be just discovering you, how would you describe what you do and the community you've built?
I share beauty, wellness, clean living, affordable fashion, and motherhood. I love testing beauty products and med spa procedures, and I’ve built trust with my community by always giving honest reviews. I’m not someone who portrays a perfect life. I like to share the good, the bad, and everything in between.
How has your content evolved (from when you started) and your approach to stay authentic while keeping up with the fast pace of social media?
Eight years ago, I started my Instagram, and a few weeks later launched my blog. At the time, Instagram was just photos and stories had just come out, so I created my blog as a space to share more in-depth reviews. As I became more comfortable creating content, I realized I loved doing tutorials and longer, more in-depth reviews, which led me to start my YouTube channel.
When TikTok came out, I was hesitant to join because managing multiple platforms already felt like a lot, but it’s ended up being one of the platforms I enjoy the most. Around that time, I also started growing my team, which helped tremendously.
My approach has definitely shifted after having my daughter. I’m much more intentional with my time, so I focus on creating content that people will actually benefit from, while still mixing in some fun. I always say I try things so my audience doesn’t have to—that’s really the foundation of everything I share—and I’m more mindful about what’s truly worth posting.
These days, Instagram stories and TikTok are where I share more real-time reviews, opinions, and day-to-day moments. Since becoming a mom, I don’t produce as much on YouTube and my blog—although they’re still active—but I hope to ramp them back up in the coming months. For me, staying authentic means not trying to do it all. I focus on what feels natural and aligned, and I keep things simple, so no matter how the platforms change, the content still feels like me.
There's a lot of conversation right now about the mental health toll of living publicly online. How do you protect yourself?
There’s definitely a mental health component to living so publicly online, but what’s protected me is staying 100% authentic from the beginning. I’ve never tried to present a perfect version of my life. I share things as they are, even when they’re hard. Because of that, there’s a real relationship with my audience. It’s not one-sided. There’s a genuine give and take, and I think that’s what helps prevent burnout. My community has been with me through some really difficult moments—my miscarriage, my mom’s cancer, moving across the country—and that kind of connection changes everything. I honestly think if I had tried to maintain a perfect image, I would have burned out years ago. Being real hasn’t just protected my mental health —it’s what’s made this sustainable.
What does a day in your actual life look like versus what your audience sees? Is it different?
Honestly, it’s pretty close to what my audience sees. I usually share in real time, especially on Instagram stories, so there isn’t a huge difference between my day-to-day life and what I post. That said, there’s a lot of behind-the-scenes work people don’t see. A big part of my job is actually sitting behind a computer—planning, editing, emailing, and running the business side of things. I think people would be surprised by how much of it is “real work” versus just
posting. But in terms of my daily life and what I share, it’s very aligned. What you see is pretty much what you get.
Who are the people behind the scenes who make what you do possible?
My husband, Steve, without a doubt. He’s been my biggest supporter from the very beginning and has always believed in what I’m building. He’s also a really good sport, especially when I rope him into content, even though he’d much rather stay behind the scenes. Over the years, he’s helped me test everything from skincare products to treatments like microneedling or PRF for hair growth, because I can’t try everything myself. He’s always willing to jump in and help however he can. He’s truly the best, and I wouldn’t be able to do this the way I do without him. I also have a part-time assistant who helps keep all the plates spinning and allows me to focus on different projects.
Franklin and Middle Tennessee have become a hub for creative entrepreneurs. How has this community shaped who you are and what you create?
It’s been amazing to watch Middle Tennessee grow in the six years since I moved here from San Diego. There’s no shortage of restaurants and new things to explore and create content
around.
One of the most rewarding parts of what I do is getting to connect with and support small business owners in the community. Over the years, I’ve loved being able to introduce their businesses to my audience.
Where do you see yourself and your brand in five years?
This is a really hard question. Right now, I’m balancing my business with being a new mom and everything that comes with that. I’m grateful that I’ve built something that allows me to be
present for my family and I have no plans of slowing down. One thing I know for sure is that I’ll continue to share honest reviews and helpful information while keeping it fun, helpful, and relatable.
LaurenErro.com/Instagram: @lauren.erro
"I’m not someone who portrays a perfect life. I like to share the good, the bad, and everything in between."
Top three things I always suggest:
● Keep tweezers in your car—the lighting is top tier
● Clean your phone camera lens every time you use it, and always take more than one photo
● Wash your makeup brushes—it makes everything better, from application to keeping your skin cleaner"