Photo courtesy of Kathryn Romeyn and Alexis Johnson
Alexis Johnson and Kathryn Romeyn met while both served as editorial interns with Angeleno magazine in 2006, and became fast friends through their mutual love of journalism and beauty. Years later while working as editors at Los Angeles Confidential, they came up with the idea for Beauty Bender, the online magazine combining quality reporting with the latest in beauty trends. The duo talked to us about their experiences in beauty journalism, and their tips for PR pros as co-founders of a popular online pub.
Q: Can you give a brief description of your backgrounds—both beauty- and journalism-wise?
AJ: I am a native Angeleno and have always been passionate about telling the story of Los Angeles. As such, I’ve specialized in covering luxury lifestyle in LA, first at Angeleno magazine and now at Los Angeles Confidential magazine, where I’m the deputy editor. I first got into covering beauty at Angeleno, when I became the de facto beauty editor. I was hooked and have been covering it ever since. Beauty Bender was a culmination of our love of beauty and our passion for telling a well-reported story.
KR: I started out in the regional luxury lifestyle realm, as an editor at Modern Luxury’s Riviera magazine in Orange County, California, where I first started writing about beauty, among many other subjects. Besides loving makeup and products growing up, I first became really interested in going beyond just playing with them when I did an internship at a beauty PR firm in NYC during college. I also wrote bridal-focused pieces for the LA Times, often about bridal beauty. Later I went to LA Confidential, where I was when we launched Beauty Bender, and I’m now at FOAM magazine where I’m the executive editor and, among other areas I cover–fashion, travel, people–I head up our beauty coverage.
Q: When did you launch Beauty Bender, and where did the idea come from?
KR: We launched in December 2011, after we’d spent a couple of years talking about filling a void we saw on the Internet with an online beauty magazine–focused on expert interviews, well-reported trends and original photo editorials that would aim to educate, enlighten and inspire readers in many different areas of beauty. We both saw great beauty coverage in print, but didn’t believe there was something as journalistic and useful online, which is so much where the media is moving.
AJ: Back then, beauty bloggers were scarce—or focused on the “me” experience of product trials and reviews—and beauty vloggers were basically non-existent. We wanted to deliver informative, expert-driven beauty content on the web and remove the “I” experience from reading about beauty—it’s still specific, but our coverage isn’t about what works for either me or Kathryn, personally. We both wanted to highlight authoritative answers from industry experts.
Q: Can you talk a little about how the beauty journalism world has changed or evolved since you’ve been editors?
AJ: It’s definitely gone digital, although I’m a still a sucker for print, and I think in many ways online and print can work in tandem. Because beauty needs are so individual, the web really allows for people to do their research and for a myriad of voices to be heard. Even just thinking about something as specific as product reviews—in a magazine, an editor makes a decision about whether something is worth recommending, but it might not work for everyone. Online, someone can more fully research whether a product/formula will work for his/her skin type or beauty needs before they purchase.
KR: When I started working in magazines, there really weren’t even blogs. That makes me sound so old, but I’m not even! The presence of bloggers and vloggers in the beauty realm has multiplied exponentially in the last couple years and now I do see others as well trying to really elevate what they’re doing and be more creative.
Q: What are some of the best opportunities you’ve had as a beauty writer?
KR: For one, getting to test new products and experience new treatments is a huge opportunity, and a ton of fun. I also really love interviewing people–I have learned and taken away so much from all of the superstar beauty experts I’ve talked to over the years. It’s a blast getting to constantly learn about new advances, ingredients, science and techniques and then try to apply them.
AJ: I can’t deny that the perks of the job are nice. For someone who gets giddy over new products–cosmetics and skincare alike–trying new lines and formulas is like Christmas every day. But really, being able to talk to world-renowned beauty experts has been incredible.
Q: What are some of the most challenging aspects?
AJ: Because the beauty space is so vast–the product launches alone are staggering–making sure we stay on top of everything new can be difficult.
KR: There are just so many products and lines out there it would be impossible for two girls to have the time—or the skin space—to test and experience them all! It can be tough to decipher between opposing ideas and theories too, but as we’re an editorial product we try to always present both sides and stay neutral.
AJ: We’re whole-heartedly committed to trying as much as we can and providing well-curated coverage of what’s happening in beauty now.
Q: What is something most people don’t know about you?
AJ: I’m addicted to flea markets.
KR: It’s not exactly a huge secret, but I’m a pizza-holic. I eat pizza several times a week regularly; someday I would love to open a pizza bar serving the best pies ever.
Q: Any beauty tips we should know about for the cold-weather months?
AJ: This is the time of year when thick, luxurious creams and moisturizers are ideal. Your skin needs the extra infusion of moisture, but often we forget about our lips. They need just as much moisture! I’m addicted to Bag Balm for all of my chapped-lip needs.
KR: Hydrate, hydrate, hydrate! That means both outside and inside, so even when it’s cold out, don’t forget to keep drinking tons of water. And thick moisturizers and night creams are amazing in the winter, but I also always love to layer a hyaluronic acid-based serum underneath for extra moisturizing and protection.
Q: What are you PR pet peeves?
KR: I have to admit I don’t love getting cold calls, especially when there was no attempt to email me first! I’m a very visual person, so I need to see the facts and details in front of me to really take it all in. Phone pitches do not work well with me!
AJ: Cold calls kill me.
Q: Any tips for PR professionals who want to get in contact with you?
AJ: A thoughtful, tailored email that is pertinent to my outlet, whether it’s LA Confidential or Beauty Bender. It’s always nice when someone actually takes the time to read my magazine or our site and can pinpoint how their client fits into our editorial program. Even though it’s my job to curate–and it’s what I like the most out of being an editor!–working with someone who has at least glanced at the editorial content makes me more inclined to work with them.
KR: I will say emails that are well written and are a bit more personal and directed/tailored to us and our outlet go much further than the generic blasts.
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