In 2012 I joined the founding team at ipsy, the multi-billion dollar business that is the world's largest and most successful beauty sample subscription company. Quickly after launch, the business skyrocketed. ipsy raised $100M in 2015 solidifying itself as a Silicon Valley Unicorn. Moreover, we transformed the way beauty brands market to and interact with consumers using "new media", which we all now know as social media and influencer relations. Since 2012, I've been disrupting the beauty industry by propelling dynamic start-up companies to prominence. I'm a forward thinking marketing expert and storyteller with deep expertise in brand building, strategy, influencer marketing, and social commerce. I'm an entrepreneur with a highly creative mindset, and I advise and consult for the beauty industry's most innovative start-up companies that are recreating the space. In the summer of 2023, I launched 213Deli with Corey Weiss and Jules Camposano. 213Deli is the beauty industry's first multi-brand text-to-buy service. Customers receive weekly texts featuring the best in beauty and simply reply to buy. In 2017 I co-founded YUME Beauty Ltd. with YouTube personality Michelle Phan and Chinese business partners to distribute American beauty brands in China via cross-border e-commerce. In 2012 I founded ipsy’s brand partnerships team. I successfully introduced ipsy to the beauty industry and secured partnerships with brands that have endured allowing ipsy to establish itself as the world's largest and most profitable beauty sample subscription company. I spearheaded collaborations with over 150 beauty brands and launched several of ipsy’s dynamic programs. I fostered relationships and crafted custom partnership programs with many of ipsy’s largest brand partners.My passion for the industry combined with a sound knowledge of trends and business savvy drives my creativity. I have designed and developed custom collaborations and marketing campaigns for beauty brands ranging from mass market to luxury lines including Estee Lauder, L’Oreal, Coty, Unilever Prestige, Hourglass, Kate Somerville, REN, Living Proof, Murad, Too Faced, Smashbox, NYX, Anastasia Beverly Hills, Pacifica Beauty, Jouer, Augustinus Bader, Furtuna Skin, Supergoop, Tower 28, Honest Beauty, Live Tinted, About Face, Cocokind, Cannuka, e.l.f., Patrick Ta Beauty and many more.