At a time when celebrities are expected to act like influencers, beauty companies are betting that underexposed talent can drive a bigger return on investment.
Liz Flora is a Beauty Correspondent at The Business of Fashion (BoF). Based in Los Angeles, she covers themes related to the beauty and fashion industries, including hair care, makeup, skincare, and the intersection of business and entrepreneurship. Her work has been featured in Glossy, Digiday, Modern Retail, and various other prominent publications.