Nasim Lahbichi: What It’s Really Like to Be a Food Content Creator

Brooklyn native Nasim Lahbichi always enjoyed sharing his recipes with friends on Instagram, but it wasn’t until the COVID-19 pandemic began in the spring of 2020 that he thought to turn it into a career. Newly graduated from Manhattan’s Fashion Institute of Technology and with no job prospects in sight, Lahbichi started posting his cooking content to TikTok — because why not? He didn’t have anything else going on, and it was one way to interact with people without risking anyone’s health.
Two years later, Lahbichi has 268,000 Instagram followers and 493,000 followers on TikTok. He publishes approximately two recipes each week inspired by everything from his heritage (his father is from Morocco and his mother is Puerto Rican) to astrology (his sun sign: Virgo) to the new season of Bridgerton. He’s partnered with brands including Urban Outfitters and the TikTok platform, and he’s now making a living