Meet Gen Z’s “Big Sister”: How One Creator Turned Advice Into a 3-Million-Person Community

Cassidy Montalvo has become a trusted voice for a generation looking for more than just trends. A beauty and fashion expert, entrepreneur, and content creator, she’s built a loyal community of more than 3 million followers who turn to her for effortless outfit inspiration, smart shopping advice, and beauty recommendations that work in real life. From her highly saved LTK and Amazon storefronts to her everyday style content, Cassidy offers a thoughtful mix of accessibility and polish.

Grounded in authenticity and relatability, her content feels less like influence and more like guidance. By blending budget-friendly finds, approachable beauty hacks, and candid lifestyle moments, Cassidy has earned her reputation as Gen Z’s digital “big sister” — a go-to source for confidence, creativity, and connection online.

NUOVO: You’ve become known as Gen Z’s “digital big sister. ” What does that title mean to you, and how did your upbringing with five sisters shape the content you create today?

CASSIDY MONTALVO : Being called a “digital big sister” is honestly one of the most meaningful titles I could be given. Growing up with five sisters meant advice was constant and needed! That environment shaped how I show up online. I don’t want to talk at people; I want to talk with them. Grow with them. The goal has always been to be the person I wish I had in certain seasons of my life or that I am so thankful I did have through life! I have realized through my online community how many didn’t have that growing up and I can’t imagine a life without my sisters. I’m so thankful to be in a position where I can be that person for so many.

NUOVO: You’ve built a community of over 3 million followers. When did you first realize your content was resonating in such a meaningful way?

CM: There wasn’t one big viral moment, it was more of a slow realization that people weren’t just

watching, they were talking back. When I started getting messages saying, “I wore this to my

first job interview” or “This helped me afford something I didn’t think I could,” or even, “I felt less alone today, ” that’s when it hit me. The numbers are incredible, but the connection is what made it feel real. That’s when I knew this was more than content, it was community.

NUOVO: Your audience trusts you for smart shopping tips and budget-friendly finds. What’s your process for discovering, testing, and choosing what you recommend?

CM: I’m extremely selective, because trust is everything. If I wouldn’t spend my own money on it or

use it in my real life it doesn’t get shared. I test things over time, not just once for a photo. I look

at quality, versatility, price, and whether it actually solves a problem. I also think about who it’s

for. Not everything has to be luxury to feel special, and not everything affordable has to feel

disposable. My goal is to help people shop smarter, not just more.

NUOVO: From Amazon to LTK, you curate some of the most saved and shared lists online. How do you balance sharing affordable pieces with your love for beauty and style?

CM: I don’t believe great style is tied to a price point. I love mixing high and low, it’s how I’ve always

dressed. An affordable basic can look incredible when styled well, and a splurge piece should

earn its place in your closet. I think balance comes from intention. I want my audience to feel

inspired, not pressured and in today’s world there is already too much pressure that’s taken so

much fun out of fashion for so many. You can love beauty and style and be practical. Those

things don’t cancel each other out. I will always be the girl that adores a designer purse, but also

loves her Walmart jeans!

NUOVO: What are your current top must-haves, from fashion staples to beauty essentials, that you think everyone should have in their routine?

CM: I swear by a few reliable fashion staples that you can rely on through seasons. First a great everyday shoe you can actually walk in but are also cute to dress up anything like a mary Jane

flat! Second a structured layer like a blazer or elevated jacket that can be thrown over a graphictee or a fitted dress and get completely different vibes. Of course, accessories that add

personality like statement earrings, a belt, or a bag that pulls color. Those pieces stretch your

closet without constantly buying new clothes.

On the beauty side, I’m very focused on skin and hair health. A good skincare routine, and

products that support hydration and repair are non negotiable. I’ve learned that when your skin

and hair feel healthy, you don’t need much else. The best essentials are the ones that quietly

support you every day to both feel and look your best.

NUOVO: You’re very open about wanting to be a supportive, relatable voice online. What are the messages or values you hope your followers take away from your content?

CM: I want people to feel permission or just the push to not let life slip them by! Permission to

change, to try things, to rest, to want more. You don’t have to have it all figured out to be worthy

or stylish or confident. I also want people to know that comparison steals joy faster than

anything else. Your timeline doesn’t need to look like anyone else’s. And above all, I hope

people feel encouraged rather than judged when they leave my page. Life is short, live YOUR

life. Forget others opinions.

NUOVO: Your style has become incredibly influential. How would you describe your personal aesthetic, and how has it evolved as your platform has grown?

CM: My style is very layered, for sure expressive, and I love to add a little bit of nostalgic boho meets

vintage meets modern femininity. I’ve always loved mixing textures, eras, and unique pieces. As

my platform has grown, I’ve become more confident leaning into what feels like me instead of

what’s trending. The evolution hasn’t been about becoming more trendy; it’s been about

becoming more just me and unapologetic about that!

NUOVO: Being a content creator also means being an entrepreneur. What are some behind-the-scenes aspects of your business that people may not realize?

CM: There’s so much strategy behind the scenes, negotiating contracts, managing teams, planning

launches, tracking performance, and thinking long term. Content creation is just one piece of a

much bigger puzzle. I’m constantly balancing creativity with business decisions, which is both

challenging and incredibly rewarding. It’s not just posting, it's building something sustainable

while staying true to myself and showing up for my community.

NUOVO: With so many trends popping up daily, how do you decide which ones to try, skip, or recommend to your audience? And what are a few fashion trends you are loving right now?

CM: I ask myself three questions: Does this work in real life? Does it feel accessible? And will it last

longer than a week? If the answer is no, I usually skip it. Right now, I’m loving timeless

silhouettes with personality! I love interesting textures, statement accessories, and pieces that

feel wearable but still fun and that can be considered more timeless. Trends should enhance

your style, give inspiration, but not replace it!

NUOVO: What advice would you give to someone who wants to feel more confident in their personal style, or to someone who didn’t grow up with a “big sister” figure in their life?

CM: Start small and start honest. Wear what makes you feel good, not what you think you’re

supposed to like. Confidence doesn’t come from getting it “right” or fitting in with a crowd.

Confidence comes from trusting yourself and your decisions all the way down to wearing a shirt

what just makes you happy instead of worrying about what someone might think of it. And if you

didn’t grow up with a big sister, know this: you’re allowed to learn as you go. Style, life,

confidence, it’s all a practice, like a muscle you have to work out constantly so it can get

stronger. You don’t have to arrive feeling like you have it all figured out to be worthy of showing

up.