About Me
I am 22 years old, Dutch/Italian, speak 5 languages and currently live in Milan where I recently graduated from Università Cattolica del Sacro Cuore in Milan with a degree in Communication Management.
I am passionate about beauty, cosmetics and makeup. My goal is to find a job in that industry.
During my time in university I wrote my thesis and explored “the impact of influencers on the cosmetics industry”, which allowed me to combine my academic background with a personal passion for beauty and branding. One of my dreams is to eventually build my own makeup cosmetics line, so it’s been a recurring theme throughout my life!
My experience
I’ve had the chance to gain some practical experience, most recently through an internship at Smith Petersen PR, where I supported different departments, focusing especially on digital communication and events. I also previously held a volunteer leadership role with YNG Italy ( part of the Young Presidents’ Organization), where I leaded and helped organize events and connect with industry professionals. I’m no longer in the leadership position, but I remain involved in the community.
What I’m looking for now is an opportunity to continue learning and growing in a professional environment—ideally within the cosmetics or beauty industry. I’m really eager to gain experience, contribute wherever I can, and be part of a team where I can keep developing my skills.
I speak five languages—English, Italian, Spanish, French, and Dutch—which has helped me work and study across different cultures. I’m also very open to relocating for the right opportunity, and excited to explore what’s next.
I hope to bring enthusiasm, curiosity, and a strong work ethic to my next role—and I’d be truly grateful for the chance to connect and learn more.
Skills
Extract of my Thesis
“The impact of Influencers on the Cosmetics Industry : A case study on the industry shift”
Today in the beauty landscape, the balance of power between brands and consumers has shifted. The industry, that was once dominated by brand-driven narratives and unattainable beauty ideals, evolved into a consumer-first environment where beauty no longer comes in one size, but many. The transformation is attributed by many factors, one of them being the transformation of the digital space, and the creation of the modern-day influencers, that changed and disrupted the marketing industry. Influencers are today one of the most powerful tools for brands to expand and capitalize, they create and determine trends and establish personal connection with their fan bases.
The evolution of cosmetics hasn’t been always linear as the beauty ideals usually changed rapidly and was led by Hollywood and the film industry. Chapter 1 explores the shift and the history behind the beauty industry with the elegance of the early 20m century, the way that public figures had the power and the current age of inclusivity and self-expression. As the beauty industry standards changed, the marketing strategies did as well. This first chapter aims to also examine the shift from the theoretical concepts that are involved in this transformation, giving an insight into why influencer marketing has become so effective and essential for the beauty brands in our current digital landscape.
Digital transformation has revolutionized the way that users interact with media, this marks a significant departure from the linear brand to consumer communication of the past and transforming it into a digital shift analyzing the way.
Instagram, TikTok, and YouTube played a big part in the consumers perceptions of beauty. Chapter 2 also refers to the psychology behind one’s consumers behavior in the digital landscape that is primarily affected by brand choice and loyalty. Having social media presence, it makes it accessible for consumers to watch online reviews, unboxing videos, and influencers testimonials enabling the consumer to make a better choice when it comes to purchasing a certain product and the way the consumer evaluates the product itself, this marks the shift from the focus that a brand message has to a bigger perceived authentic influencer endorsement.
Having this foundation, chapter 3 illustrates analysis of influencer driven makeup brands like Kylie cosmetics, and Huda Beauty and how they build successful brands taking advantage of social media. Influencer led branding created a space where personal identity, brand values, and a strong digital presence, when integrated, create a high impact marketing strategy. This chapter aims to investigate how influencers leverage their platforms to create so-called beauty empires, utilizing social media to engage directly with their audiences and establish the level of trust come.on. that competes with the traditional brand to consumer ecosystem.
Together, these chapters paint a comprehensive image and a picture of the cosmetics industry transformation, detailing how the influencer emerged as a powerful agent of change exploring the implications of this shift and looking at the future of beauty marketing. Thisthesis will also provide a nuanced understanding of our current beauty landscape and the strategies that define it. Ultimately this work will share angle about the importance of authenticity, transparency, and once consumer engagement that enables an increasingly digitalized and democratized industry.
Portfolio
Events management
I have experience in helping to organize event for iconic brands such as Dolce and Gabbana, YPO and Audemars Piguet.
Social Media
During my time at Smith Petersen PR, I have dedicated many many hours to social media. Developing new strategies, curating pictures and monitoring our clients and celebrities’ activity.
Research
Both during the research phase of my thesis as well as during my first internship, research and understanding what moves the consumer was always a key element.