Working in social media is not for the faint of heart. It demands countless hours of scrolling, observing, and staying ahead of the curve—always scanning for what truly resonates, what has the power to cut through the noise and make someone pause mid-scroll. The work isn’t just about content; it’s about sparking thought, conversation, and connection. From a beauty lens, my mission has always been to create a platform that celebrates beauty in all its forms. Whether it’s amplifying founder stories or leading creative concepts for tentpole moments, no two days are ever the same—and that’s what makes this work exhilarating. This year, leading the rollout for @allure Best of Beauty has been nothing short of transformative. From dreaming up visual concepts designed to resonate with our social audience, to collaborating across art, photo, video, and editorial teams to bring every detail to life, the process has been a whirlwind of chaos and joy all at once. That iconic red seal is more than just a marker of prestige—it’s a celebration of the very best our industry has to offer. And as someone who lives and breathes beauty, being part of this journey year after year is a dream come true. Scroll through for a behind-the-scenes glimpse of the magic, and head to my link in bio to see which winners align with your personal beauty journey. Big shoutout to @briannarengifo for your creativity and patience through this process! @giancarlosk_ for your flexibility and making these shoots possible! And @sarahkinonen for leading us to success! SO MUCH LOVE to my incredible social team for always demonstrating unwavering support for one another & pushing us to the limit ✨ @kassidysilva @lexi_herrick @katiegunderman #AllureBestofBeauty #BestofBeauty