At just 18 years old, Mia Roberts didn’t follow the traditional path after finishing school. While friends were heading to university or applying for apprenticeships, Mia stayed home—unsure of her next move, but certain she didn’t want to take a route that didn’t feel right.

What she did know was that she had a talent for organising things. Her room was a masterclass in tidy minimalism, every drawer labelled, every item in its place. It was a quiet obsession—but one that sparked an unexpected idea.

“I was scrolling on TikTok one night and saw a video of someone organising their fridge that had millions of views,” Mia recalls. “I thought—I do this all the time. Why not post my own?”

So she did. Using her phone, a basic tripod, and some soft lighting, Mia began filming short, satisfying videos of herself reorganising cupboards, creating DIY drawer dividers, and transforming cluttered spaces into serene setups. Her face never appeared on camera—just her hands, her storage bins, and the calming sound of labels being printed or containers being stacked.

The Rise of the Faceless Brand

Mia named her brand The Tidy Side and began sharing content on TikTok, Instagram Reels, and eventually YouTube Shorts. What started as a passion project filmed entirely in her family home quickly gained traction. Her faceless format gave the videos a soothing, universal appeal—viewers could imagine themselves doing the same, no matter their space or style.

“Being faceless was intentional,” Mia says. “I wanted the focus to be on the process and the transformation—not me.”

Her content found a niche audience of students, parents, and minimalism fans. By the end of her first year, Mia had grown to over 100,000 followers across platforms and was earning a steady income through brand collaborations, affiliate links for storage products, and monetised YouTube content.

Tools of the Trade

Mia kept her setup simple. She used:

• CapCut for editing her videos with clean transitions and text overlays.

• InShot to resize content for different platforms.

• Canva to design her brand’s logo and social media thumbnails.

• Notion to plan her content calendar and brainstorm new ideas.

All from her bedroom desk.

“There were no studios, no teams, no fancy gear. Just my phone, natural light, and whatever room I could film in,” she says.

Building a Business from Home

Now, Mia earns enough to treat The Tidy Side as her full-time job—and she’s only just getting started. She plans to launch her own line of affordable home organisation tools, and is working on a digital course to help others grow their own faceless content brands.

“I never imagined I could turn my love for storage into a career,” she says. “But the internet changed everything. If you have a skill—even something small—you can turn it into something big.”

Her advice to other school leavers feeling lost? “Start with what you love. Use what you have. And don’t be afraid to stay behind the scenes. You don’t have to show your face to make an impact.”