Glossy Pop NYC: Beauty Founders & Trends Shaping the Industry
- Alejandra Salazar
- Sep 25
- 2 min read
'Where is beauty going? Fast!' Today at Glossy Pop NYC, I saw it in action: products made with purpose and passion, founders and creators sharing their journeys, and brands connecting with audiences in ways that feel personal and close. Thank you Glossy, Liz Pitonyak 🥹 & Digiday family for having us CROING l Creative Agency.
From Mario Dedivanovic’s building MAKEUP BY MARIO as a tribute to the American Dream and his parents🥹 to Jonathan with JVN reminding us why representation matters across the country and how Ulta Beauty supports it. I was also impressed to learn that 20% of JVN Hair’s consumers are men, and I can see Kakush becoming their next hair ambassador, what do you think?
I don’t know if I had fallen into the “if you’re a celebrity maybe you’re not as involved” bias, but WOW, #BlakeLively really proved me wrong. It was impressive how much she knew about her brand, how well she explained it, and how genuinely connected she is to her product. She’s not just the face, she’s pretty knowledgeable and hands-on. Loved meeting with Mindel Klein, sharing our 🇻🇪 experiences, and talking about how brands like Ceremonia, rooted in Latino culture, are showing how to connect with Latinos in the US and beyond.
On that note, at CROING l Creative Agency we worked on a super insightful material highlighting products and potential collabs for beauty brands to connect with Latinos in the US that is 🔥, if you want to discuss it, DM me!
So happy to meet you all: Teresa Lo, Danessa Myricks, Mikayla Nogueira, Rebecca Hessel Cohen, Pritika Swarup, Matilda Djerf, Katie Sturino, Brent Mitchell, and the amazing brands bringing their products to life: Fenty Beauty, MediCube, Divi , Blake Brown Beauty, TELETIES.
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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