Lauren Riihimaki spent nearly a decade as the face of glitter, hot glue guns, and pastel aesthetics. Then she stopped. Most people knew her as LaurDIY, the Canadian powerhouse who built a YouTube empire during the golden age of "lifestyle" content creators. But the shift to My Side by LaurDIY, her candid podcast venture, wasn't just a rebrand. It was a survival tactic.
Being a creator in the mid-2010s was weird. You weren't just a person; you were a brand that had to stay perpetually cheerful, craft-obsessed, and "on." For Lauren, that meant being the DIY Queen. However, as the platform evolved, the pink-tinted glasses started to feel heavy. She wasn't that 19-year-old in a dorm room anymore.
The Pivot From Hot Glue to the Podcast Mic
The transition to My Side by LaurDIY (and eventually the broader Wild 'Til 9 era) signaled the death of the "perfect" persona. When you look at the trajectory of YouTubers from that era, like Bethany Mota or Michelle Phan, there’s a common thread: burnout. Lauren didn't just burn out; she grew up.
She realized that the audience who watched her make "DIY Room Decor" in 2014 was now in their mid-20s. They didn't want to see a 27-year-old glue sequins to a notebook. They wanted to hear about relationship dynamics, the reality of running a multi-million dollar business, and the mental health toll of being a public figure.
Lauren’s podcasting journey became the medium for this. It provided a space where she could speak for an hour without the need for high-energy Jumpcuts or flashy B-roll. It was raw. It was honest. Honestly, it was a relief for her fans.
Why the "My Side" Narrative Matters
For years, Lauren's life was filtered through the lens of collaborations and high-profile relationships. When she launched My Side by LaurDIY, it served as a definitive stake in the ground. She was reclaiming her narrative away from the "character" she played on the main channel.
✨ Don't miss: Chase From Paw Patrol: Why This German Shepherd Is Actually a Big Deal
- It wasn't just about her projects.
- It focused on the behind-the-scenes business of being an influencer.
- She discussed the complexities of public breakups and moving on.
- The content shifted toward adulting, mental health, and the "real" Laur.
Authenticity vs. The Algorithm
The algorithm is a beast that demands consistency. If you change your content style, your views usually tank. Lauren knew this. She took a massive risk by pivoting away from the very thing that made her famous.
In the world of 2026 content creation, we call this "pivoting to personality." But back when Lauren started shifting her focus, it felt like a gamble. Fans were used to the high-energy, bubbly DIYer. When she started talking about "her side" of things—the legal battles of licensing, the exhaustion of the "vlog life," and the pressure of maintaining a specific image—the audience response was telling. They stayed.
Actually, they didn't just stay. They grew with her.
The success of her long-form audio content proved that the "LaurDIY" brand was more than just crafts. It was her. People were invested in Lauren Riihimaki, the person. This is the holy grail for creators: moving from being a "niche expert" to a "human brand."
Breaking the Influencer "Perfection" Mold
We’ve all seen the cookie-cutter influencer apologies and the staged "raw" photos. What made My Side by LaurDIY feel different was the lack of a script. In episodes where she discussed her engagement to Jeremy Lewis or her decision to step back from certain types of content, there was a palpable sense of relief in her voice.
🔗 Read more: Charlize Theron Sweet November: Why This Panned Rom-Com Became a Cult Favorite
She often discussed the "performance" of YouTube.
Think about it. Imagine having to be 100% "on" every time you go to work, for years. Most of us would crack in weeks. Lauren did it for a decade. The podcast allowed her to be cynical, tired, excited, or confused—all in the same thirty minutes. It humanized a girl who had essentially been a human Pinterest board for most of her adult life.
The Business of Being Lauren
People often underestimate the business acumen required to sustain a career like Lauren’s. Beyond the videos, there were massive licensing deals with brands like Target and Walmart.
- Managing a massive team of editors and assistants.
- Navigating the transition from "teen star" to "adult entrepreneur."
- Negotiating contracts that allowed her to own her IP.
- Dealing with the fallout when a specific brand no longer aligns with your personal values.
She’s been very open about the fact that "LaurDIY" is a company. By sharing "her side," she gave a masterclass in brand evolution. She showed that you don't have to be stuck in the box people built for you when you were twenty.
What Most People Get Wrong About Her Transition
A lot of critics thought the move to podcasting and lifestyle content was a sign that she was "failing" or losing interest. That couldn't be further from the truth. In reality, it was a tactical move to ensure longevity.
💡 You might also like: Charlie Charlie Are You Here: Why the Viral Demon Myth Still Creeps Us Out
DIY content is incredibly labor-intensive. It’s also hard to scale as you get older. By leaning into her voice—literally—she created a sustainable career that doesn't rely on her ability to find the perfect shade of turquoise paint.
She also addressed the elephant in the room: the "YouTube burnout" phenomenon. By being one of the first major creators to openly discuss how the platform's demands affected her mental health, she paved the way for a younger generation of creators to set boundaries.
Key Takeaways from the LaurDIY Evolution
- Adaptability is king: If you don't evolve with your audience, you'll be left behind.
- Vulnerability builds loyalty: Fans don't want perfect; they want relatable.
- Diversification matters: Lauren's move into podcasting, tech investing, and dog-focused content (looking at you, Moose) kept her brand fresh.
- Ownership: Taking control of your narrative is more important than chasing the latest trend.
The Future of the "My Side" Legacy
Today, Lauren Riihimaki is a blueprint for the "mature influencer." She isn't chasing TikTok dances or trying to appeal to Gen Alpha by mimicking their slang. She’s leaning into her role as a seasoned veteran of the internet.
Whether she’s talking about her wedding planning, her business ventures, or just the mundane aspects of life, there’s an authenticity that wasn't there during the "glitter era." The lesson here is simple: you can't stay the same person forever, and your audience will respect you more if you don't try to.
Actionable Insights for Content Creators and Fans:
If you’re looking to apply the "My Side" philosophy to your own brand or career, start with these steps. First, audit your current "persona." Are you playing a character that you’ve outgrown? If so, begin introducing "raw" elements of your actual personality into your work—not as a staged "moment," but as a genuine shift in tone.
Next, prioritize long-form communication. Whether it’s a podcast, a newsletter, or long-form essays, give yourself the space to explain the "why" behind your "what." This builds a deeper layer of trust that 15-second clips simply cannot achieve. Finally, don't be afraid to alienate the part of your audience that only wants the "old you." To grow, you have to be willing to lose the followers who are only there for the sequins, making room for the ones who are there for the person.