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'If my talking about this stuff makes even one of you guys feel better,' she says, 'then I'm 100 per cent happy.'On the face of it, then, a fluffy but inoffensive soul. No sleaze-ball manager or multi-national entertainment machine pulling her strings, no greedy manager to bully her or ply her with drugs and alcohol.
'Her particular brand of sickly-sweet girl power brings me out in hives,' fulminated one female columnist a few weeks ago in a national tabloid.
She has her own range of bath and beauty products, which sold out within ten hours of hitting the shelves at Superdrug.
She's just won a Radio 1 Teen Award for the second year running, and she features in the November issue of Vogue. A bedroom full of fairy lights and scented candles.
The social media star, 27, originally from Lacock, Wiltshire, has faced criticism over her £50 advent calendar.
The gift, called the Zoella 12 Days of Christmas Advent Calendar, contains candles, notebooks and pens but has been branded a 'pile of tat' by disappointed shoppers.
And last week she joined Sir Bob Geldof and his pop-star do-gooders on the chorus of Band Aid 30. Her name is Zoella, she's 24, lives in Brighton and is said to have earned £300,000 in one year thanks to her fame on the internet. Great teeth, even greater hair and a friendly, chirpy manner.
On top of the £50 price tag, customers are paying up to £5.50 for standard delivery.
The festive product is the latest idea from entrepreneur Zoella, real name is Zoe Sugg, who lives in a Brighton mansion with her boyfriend, fellow You Tube star Alfie Deyes.
Miss Sugg launched a fashion and beauty vlog in 2009 and now has more than 11 million subscribers, while her debut novel Girl Online is the fastest selling in history.
Beauty blogger Zoella has won millions of fans with her You Tube channel, beauty range and bestselling book.
But not everyone is pleased with her latest business venture.
A spokesperson for Zoella Lifestyle said: 'Zoe is incredibly proud of the Christmas collection and excited to see it in store.