The Made Up Farmer: Glam meets gumboots in Hawke’s Bay
- Claire Inkson
- Oct 9
- 3 min read
On a crisp Hawke’s Bay morning, Ingrid Smith might be found crutching sheep, chasing lambs with her children, or shifting mobs across paddocks.
Her nails are neat, her lashes coated in mascara, and there’s usually a slick of long-lasting lipstick in place.
It’s all part of the brand she has built -The Made Up Farmer- a social media platform where agriculture meets every day glamour.
“I’m not a full glam girl,” Ingrid laughs. “I’m more of a farmer who wears makeup. I want quick, easy looks that actually work on the farm.”
Farming roots
Farming runs deep in Ingrid’s story.
She grew up in Wairoa on a 3,700-acre sheep and beef farm where her parents still live.
Today, she and her husband Rowland Smith-world-champion shearer turned farmer -manage 25-hectares of their own land and lease another 675.
Life is busy, especially with three children: Callie (11), Sia (9), and Lincoln (7).
“Some days I feel like I’m doing lots of things okay, but nothing really well,” she admits. “But that’s motherhood, isn’t it? The kids are part of it all, they help catch sheep, work the dogs, or just play around the bales. It’s the same upbringing we had making the best of what you’ve got.”
From lipstick to lifestyle
In 2019, Ingrid began selling SeneGence makeup products as a way to contribute financially while raising young children.
The American brand is known for its famously durable LipSense lipstick, which lasts up to 18 hours.
“I’ve always loved lipstick, but I hated finding it on my teeth,” she says. “This was a game changer, perfect for women who don’t want to touch up makeup all day.”
At first, Ingrid tried her hand at online tutorials but quickly realised it didn’t feel authentic. “I wasn’t a tutorial girl. That wasn’t me. What people responded to was when I showed farm life alongside the makeup. That’s when my following really grew.”
Today, The Made Up Farmer Facebook page has more than 15,000 followers and counting.
Real Life, real following
With the growth has come both encouragement and criticism.
Ingrid admits the negative comments once shook her confidence, but she has since found her stride.
“At first, trolls would really get to me. I’d feel shaky and think, ‘Why am I doing this?’ But now I call it out. I won’t let bullies hide behind a keyboard.
“Sometimes my mum even jumps into the comments to defend me, which I love.”
Her posts are authentic and relatable -which resonates with her followers.
“People relate to imperfection, and that’s what I show. If there’s washing on the floor in the background, so be it. That’s real life.”
Most of her audience are rural women, but the odd man follows along too. “I always say ‘Hey ladies,’ because that’s who I’m here for,” she says.
Quick, practical beauty
So, what are Ingrid’s farm-ready beauty staples? She doesn’t hesitate:
“Sunscreen, always. It’s the cheapest anti-aging product you’ll ever use. Then a tinted moisturiser, mascara, and something nourishing for the lips, like a gloss or oil. Three things, done.”
Farming and make-up might seem like an odd mix – but Ingrid doesn’t think so.
“Wearing lipstick or having my nails done doesn’t stop me farming. Just yesterday we were crutching sheep, and I was still in my mascara and lippy. You can do whatever you want, it doesn’t matter what you look like.”
Originally trading as Kiwi Kisses, Ingrid rebranded last year.
“I realised I was making it up as I went along- whether it was farming or makeup. So, The Made Up Farmer just fit perfectly,” she says.
Setting boundaries
Running an online platform can be demanding – and Ingrid has learned to keep her screen time in check, which she says can be challenging.
“I remind myself, if I was working for someone else, I couldn’t be on my phone all the time.”
Ingrid sets the same screen-time boundaries she instills in her children.
“If someone messages me at 9pm, I don’t need to reply until tomorrow.”
Looking ahead
Ingrid has no grand blueprint for where this all leads.
For now, she’ll continue balancing gumboots and glamour, sharing her unique mix of honesty, humour, and hard-wearing lipstick.
“I’ll keep going as long as it adds value for me, for my family, for other women. If it stops doing that, I’ll let it go. But I do love it. It shows that you can be both: the girl with the lipstick and the girl driving the tractor.”
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