Welcome to On the Line! A new series from Hotline Skin, bringing you exclusive interviews with founders, formulators, strategists and other key players in beauty. I’ll ask the first round of questions and then turn it over to you. Missed one? Read them all here.
Hello!
I liked the alliteration of beauty’s big sister, but that’s only one way of describing Roya. She’s also a champion of people, the mayor of wherever she goes, and above all else, a truly terrific friend.
When I envisioned this series, I knew I wanted to introduce you to not just founders and formulators, but also to people who have left their mark on the beauty industry in ways beyond products. Basically, I wanted to introduce you to Roya.
In today’s On the Line, you’ll get the story of how Roya literally walked into her dream job on the street, learn what social impact in beauty looks like (and doesn’t), gain advice on cold emails and maybe even some cooking tips.
Roya’s also graciously agreed to giveaway something extremely valuable to all reading this: a personalized piece of really good advice, straight from her to you. Read the interview and then get in those comments and make some magic.
Introduce the people to Roya!
Hi, I’m Roya Shariat, author of the newsletter Consumed! I moved to London a few months ago after 15 years in NYC and am still getting settled here. After nearly seven years at Glossier, I’m now freelancing (and taking on new clients!) in brand marketing, communications, copywriting, community, and even things like Substack strategy! I wrote a cookbook, Maman and Me: Recipes from our Iranian American Family that was published with Chronicle a little over a year ago and I’ve repeatedly gone viral for making videos of my mom working magic in the kitchen.
Ok, besides an introduction, there’s really only one logical place to start this interview. Please tell us the story of how you got your job at Glossier.
In 2018, I ran into Emily Weiss (founder of Glossier) on the street and pitched her on a job specific to my background, expertise, and interests. That chance encounter on the street led to a few interviews and then the creation of a job that I was in for the past 6.5 years! I ran Social Impact, worked on both corporate + consumer comms, as well as brand partnerships like their incredible partnership with the WNBA.
Why did you want to work at Glossier?
I loved all things beauty and was itching to work in the industry, but had a hard time finding my way in. To me, Glossier was the dream company to work for: one that had a genuine point of view on beauty that wasn’t trying to be ‘everything to everyone.’ They were genuinely disruptive and I think paved the way for a lot of new brands to continue shaking things up across the industry.
That very day I ran into Emily, I was putting Cloud Paint on before work, thinking about how much I’d like to work there, even going to their jobs page on my commute (to Chobani!) but not seeing something that was focused on impact or comms.
What are some examples of the work you did at Glossier and what was the impact?
One of my favorite projects was launching and running our Grant Program for Black-Owned Beauty Businesses in the US and UK. Looking at impact just by the numbers, I was responsible for over $1.8 million dollars in grant funding to 50+ visionary beauty founders who have faced immense hurdles to scaling and growing their businesses. The real joy was in the connections we made between founders and the Glossier team or other partners who could help unlock challenges – ranging from Google to Shopify! Also, the opportunity to get on a Zoom call with someone who applied to tell them they’re getting a $50K grant and a curriculum of business support designed just for them was and probably will be one of the happiest + highest points of my career (alongside getting to work with these brilliant founders for months at a time!)
Glossier’s winning partnership with the WNBA is another phenomenal example of impact — partnering with the W in 2020 was ahead of its time, and growing that partnerships into campaigns, social content, IRL moments like refurbishing the basketball courts at Tompkins Square Park… that work brought together all my favorite things (brand marketing, social impact, strategic communications, and the women of the W!) and then some (public art, beauty in *real* life, creating a stunning space for the community). I love the intersection of beauty and athleticism and wish I could do more with it!
Do you have any other examples of beauty brands you’ve worked with on social impact initiatives?
This past spring, I worked with the Frontline Impact Project, started by the founder of KIND Bars, on a big beauty product donation push for frontline workers month in May! It’s been a joy to bring together two sides of my work experience, beauty and impact, reaching out to founders I’ve worked with and friends at beauty brands that I love, and working to see if they’ll donate to nurses, teachers, doctors on the frontlines. The product donations were in the thousands and the boost this gave to hardworking frontline workers was immeasurable.
What about good examples you’ve seen at other beauty brands?
One recent example I can’t stop thinking about is Dieux’s collaboration with Willie Norris, benefiting GLITS. In a time when big brands who have very little to lose have remained mum on social issues that impact their customer base, I so admire and respect what Charlotte and the team at Dieux have done, raising their voice to benefit the LGBTQ+ community (raising over $35K in the span of a few months with 100% of proceeds going towards them) and making an iconic product that people love in the process!
Why is it important for beauty brands to invest in social impact? Is it more important for beauty than other industries?
I believe that businesses have a responsibility to do right by society and their customer base – and I mean that in a substantive way, not in a ‘greenwashing’ sort of way where a brand runs a scholarship program that looks great from the outside while their employees of color are marginalized and treated poorly.
In beauty specifically: beauty is inextricably linked with our identity. It is such a personal, nuanced topic that trying to promote beauty products without talking about equity, inclusion, and representation is disingenuous. Also, many beauty brands historically (and continue to) thrive off people’s insecurities, prescribing looks or regimens to people versus recognizing the consumer’s power and ability to choose. It’s high time we move past that and past the belief that a brand can ‘empower’ someone — the people have power! Beauty brands, in an industry so tied up with how we feel (and as you’re reaching increasingly younger audiences, hello Sephora tweens!), you have a responsibility to do good in both your industry and the broader world.
If you think this work is new, here’s a fun social impact fact from the beauty industry: Guess who invented the pink breast cancer awareness ribbon?It was Estée Lauder. They’ve raised over $144 million in funds for research and prevention care since launching that iconic ribbon in 1992.
Roya in all forms
What are some mistakes people/brands can make when trying to incorporate this type of work?
Yikes, there are many! I think first and foremost, a brand that has not figured out their own “why” for the work is going to struggle. In other words, a brand that launches an impact initiative for the sake of press or consumer sentiment, to capitalize on a trend or a moment in time, or to distract from something bad they’re doing elsewhere is never going to successfully make an impact.
Another critical mistake is trying to be everything to everyone and not saying anything particularly meaningful — focus on the issues that matter most to your team and feel most brand-aligned for you to make an impact.
The following two are very common mistakes that irritate me both as an impact leader and a savvy consumer:If a brand’s only impact initiatives require you to buy their products for them to donate, they’re doing it wrong and need to set aside some of their own budget and resources on top of that.
Similarly, only talking about (or marketing to) the LGBTQ+ community during Pride Month or Black people during Black History Month? SO disappointing yet so prevalent.
What steps do you suggest someone take when wanting to start similar programs at their company?
Start small and make it good. You don’t need to give away a six-figure sum to make an impact. You don’t need to spin up a non-profit or philanthropic arm. Identify the causes that matter most to your team, your customers, and your brand, and start with 2 or 3 things to make a difference on those causes throughout the year.
When on earth did you have time to write a cookbook?
I did not have the time! I was working full time at Glossier, writing on Substack, and spending my nights and weekends writing the book… while also trying to post on my cooking pages on TikTok and Instagram to build hype around the book and preparing to get married. It was a lot. That said, this was a project I was (and still am) so passionate about that I think I was in a ‘mind over matter’ state where I just needed to put this work out into the world! If you feel something pulling at you in that way, you owe it to yourself to follow that impulse.
Tell us more about the work you’re doing in this new era of Roya. What type of clients/brands are you working with or looking to work with?
I’m freelancing across a few different subject areas + a few different industries since I left Glossier in February. My clients have included Blank Street Coffee, Ultra Violette, the Frontline Impact Project, and a few non-profits as well! The work so far has been a fun mix of brand marketing, strategic comms, copywriting, and strategy.
I’m enjoying working across industries and hope to keep that up! Working on Impact Strategy, Brand Strategy, Comms Strategy, Brand Partnerships, or Community makes my heart sing. Working with Substackers is another growing area of interest for me. Brands that want to connect, feel free to send me an email - royashariat [at] gmail [dot] com! I also might be looking to make a swing back to full-time, and I am up for a chat with anyone.
If you can’t find a founder on the street, what are your recommendations for connecting/reaching out? What makes a really good introduction vs. a bad one?
Don’t underestimate the power of a cold email with a bold subject line. I know someone who wrote “Hello and Hire Me,” as a subject line and got a job that has lasted about ten years now.
I think being ready even before luck happens is also important. For example, if there’s a job you’re interested in and you know someone who can help connect you to the team there (or even better, someone who works there), submit your application! Reach out to say “I’ve applied,” versus “I’m thinking of applying…” or “I’m really interested in this role…” You have to create your own momentum, and I’m feeling this acutely now as someone on her job search.
What’s your secret for keeping in touch with people?
I’m lowkey panicked that my international move will mean I won’t be as connected to all the people I know and love! But in general, my MO is to stay curious and to tell people when I’m thinking of them. This winter, I thought of someone I went to middle school with and hadn’t seen in 20 years — I reached out over LinkedIn DMs, we reconnected, and we worked together on a freelance project for a few months!
What’s the best networking advice you’ve ever gotten?
This isn’t quite networking advice, it’s career advice and I hold it very close. My friend Julie who was one of my first professional big sisters at my first job out of university (at the Rockefeller Foundation) told me this: “What is for you will not pass you by.” It’s a job search mantra, a life mantra, a little bit of assurance whenever things feel unsteady. It’s something I share a lot when I’m in conversation with people who are also on their search or feeling lost in their careers, or just discouraged from rejections. I know it’s a bit woo-woo but rejection can sometimes be redirection!
Final questions I ask everyone. Favorite socks, favorite sandwich, favorite tv show, favorite toothpaste?
Favorite socks: for daily use any socks from Japan - they’ve figured out proportions and quality! For a cozy indoor sock, I love ones from Barefoot dreams.
Favorite sandwich: Oh goodness this is challenging. For now, I’d say a buttery toasty grilled cheese with good tomato soup!
Favorite TV show: Derry Girls, it is laugh out loud funny with every watch. I think about the dialogue between the Grandfather and Dad all the time.
Favorite toothpaste: I’m having toothpaste ennui but my friend Youn has a toothpaste brand called OJOOK inspired by her Korean heritage. It’s infused with bamboo salt and it’s sooo different than typical toothpastes! So I’ll recommend that!
HAVE A QUESTION? WANT ADVICE FROM ROYA?
You’re in luck! Whether or not the phrase “pick your brain” offends you, that’s the opportunity Roya has offered here, so don’t let it go to waste. You can each ask her one really good question about building community, brand strategy, social impact programming, cooking tips, cold email subject line ideas, ask for a pep talk or anything else as long as you make it count! Ask in the comments and Roya will be answering directly over the next few days.
Thank you for stopping by and sharing your wisdom, Roya!
xx,
Jolie
An honor!
Omg!!!!! Devoured every word of this, love you both!!!