EXCLUSIVE: Presenter, creator and social media star Mariam Musa has signed with HLD Talent.

Untold: The Secrets of a TikTok Shop presenter Musa, who has sizeable followings on social media and won the 2018 Love Island reality spin-off Survival of the Fittest winner, was previously with Insanity.

Musa has built a community of followers through her posts on the realities of modern life, netting her close to two million followers across social media platforms. She has also hosted TikTok’s live coverage of The King’s Trust Awards and fronted Channel 4’s doc about the world behind TikTok Shop. Further back, she was on the winning girls team of Survival of the Fittest.

“Mariam is a creator, presenter and storyteller who has built a loyal and highly engaged community through her warmth, honesty and ability to make people feel like they’re catching up with a friend,” said Emily Hibbert, HLD’s Director of Talent.

“Whether she’s sharing the realities of motherhood, fashion and beauty favourites, life updates or the moments in between her content resonates because it’s genuine, relatable and always delivered with her signature humour and charm. Her followers trust her because she never shies away from being herself, creating a space that feels authentic, welcoming and uplifting.

“From content creation and presenting to brand partnerships and events, Mariam brings authenticity and professionalism to everything she does. We couldn’t be happier to have her join the HLD family and are excited to be part of the next chapter of her journey.”

Musa will join the likes of GK Barry, Shakira Khan and The Famileigh on the books at HLD, which is the female-led agency that Hannah Holland founded.