We’re excited to introduce you to the always interesting and insightful Krista Bennett DeMaio. We hope you’ll enjoy our conversation with Krista below.

Krista, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

I’ve worked as a beauty editor and writer for over 20 years in the national beauty space. The focus is typically on big-name beauty professionals, usually those who work with celebrities and brands and salons and spas in major cities. In contrast, many of the local experts and beauty businesses, the backbone of the industry, are largely ignored. I noticed this in Long Island, a suburban area outside New York City. I saw an opportunity to highlight, celebrate, and elevate the local beauty industry in a way Long Island-based publications weren’t doing. My website and Instagram page are dedicated to the local beauty scene. I report on national trends but with a Long Island slant, quoting local experts and featuring brands you can buy from small businesses (as well as brands available on the national level). On social media, I consider myself more an editor than an influencer. I want the tips I give to come from trusted, well-vetted professionals. I also have a concierge service to connect people with professionals that meet their style and financial needs.

Krista, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve always wanted to work in women’s magazines and media. But my career in the beauty industry was more of a happy accident. I started my magazine career as an intern in the fashion department at YM magazine. I didn’t know that beauty editorial was even a career option, but once I realized it, I knew that’s what I wanted to do. So, I asked to intern in the beauty department next. After graduation, I started working as a beauty editor for other national print magazines, including Redbook and OK! A little over a decade ago, I went freelance, writing beauty and health articles for print and digital publications such as Oprah, Shape, Allure, Women’s Health, Better Homes & Gardens, and HealthCentral.com. This is where I got a taste of being my own boss and running a business. In 2021, I founded LI Beauty Scene. I wanted to use what I’ve learned in my 20 years as a beauty editor for national publications to create compelling content for what I considered a missed market. With the saturated blogging industry, I knew I also had to develop a service for my readers/followers. So, I introduced “Beauty Concierge.” Many clients have come to me in a panic, needing hair color correction, a last-minute makeup appointment, or just a new hairstylist. I do a detailed consultation to find out what they’re looking for and then connect them with the best professional for the job. I also offer services for brides, including mood boards of different looks to choose from.

When I first launched, I didn’t expect to spend so much time on Instagram. However, I’ve learned that many of my followers would rather get their beauty content on social media than read a blog. So, I’ve had to pivot and create quick and easily digested content on Instagram and post longer articles on my blog. It has paid off, as most of my concierge clients have found me through Instagram. 

As I said earlier, what sets me apart from others is that I’m not trying to be an influencer. I bring my beauty editor’s eye and perspective to Long Island beauty; I feature roundups of work from local beauty professionals, such as my popular “Mani Monday” nail art feature and hair color roundups.

We’d love to hear the story of how you built up your social media audience?

Growing a following on social media has been a humbling experience. Due to all my connections in the beauty industry, I thought it would be easier. That said, I’m very proud of my following. I feel like I’ve earned each one of them. I’m creating a community of like-minded beauty lovers that I regularly interact with. Moving from photos to reels has also been a challenge. I see the potential in reels. I had one reach 35K people, but the goal is to get all those people to follow me! I’ve learned you have to stay on top of social media trends to stay relevant. Boosting posts (running ads) has helped too. When I notice that a particular post is getting more attention than others, I’ll pay to boost it. It yields more profile visits and new followers.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Simply put: I’m nice. Coming up through the ranks in the magazine industry, I made it a point to be nice to everyone I dealt with, whether it was an intern or a high-level brand executive. People remember that. I try to take that vibe to social media. I’ve made so many wonderful connections with people I haven’t met in real life, Sometimes I feel like I’m a professional hype girl; it’s literally my job to promote and feature the work of others. It’s also my job to empower women and help them feel good about themselves, inside and out.

I’m also willing to do the work when reporting. There’s a lot of lazy reporting and fluff writing in the beauty space. I won’t do that. When I’m writing a blog about a new skincare treatment, I go to top dermatologists to learn and explain the science behind it. I also have integrity. Yes, sponsored posts and affiliate links are how bloggers make money, but I will never recommend a service or product that I don’t personally use.

Contact Info:

• Website: www.libeautyscene.com
• Instagram: @libeautyscene
• Facebook: https://www.facebook.com/libeautyscenekbd

Image Credits
Photos by Stephanie Cowan/Gold Toast Studios