'I was fascinated with the glam squads, which isn't what they were called at that time. I wanted to learn the insider tips and tricks of the people I was seeing on the covers of magazines.'
, and she also works her ass off. Hailey Bieber is on that level. I respect that she's just straight DTC right now; the team she surrounded herself with are not only just good at what they do, but they're in tune with what the beauty community is talking about. And she was smart: Before launching the skin-care brand, she was on TikTok, she was on Instagram, she was ontalking about her skincare routine, she was putting out a YouTube video every week.
Getting to be on the 'Today Show' was a big one. It's national television. I don't care what anybody says. National television is still the gold standard. was a dream for me. It was about CGI and how it has changed the makeup industry on film. I'm very passionate about both entertainment and beauty, so getting to marry those two things gave me so many opportunities, too.
Gen Z became so important. I understand that brands wanted to adopt people early and have them be loyalists throughout their life. But there were core brands that have been around for decades that completely switched their entire strategy to focus on Gen Z when their products weren't even made for Gen Z, and they lost a lot of people along the way who were once their key demo — people 40 and up — because they're like, 'I don't see myself in this brand anymore.
We're at a place in time where there are 40-year-olds that 10 years ago used to be watching YouTube religiously, who used to have the carved-out brow and the detailed face beat, who used every Morphe palette. And now they're noticing lines and wrinkles, they're doing their makeup completely differently. This is a segment of people who have been on social media for a long time, but now they're aging and want to find a brand that really does cater to these things.
I'm also so passionate about the below-the-line crew on TV, and I love that social media is able to highlight these people. Take and the hair head, the makeup head, the prosthetic creator all getting their flowers on social media. They're just as much a part of the movie as the director or the lead talent. I'm eager to keep covering those types of stories.
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