Katie was guest interviewed by Digital Influencer + Brand Manager, Karina Spritze.
While there are new tools, companies, and applications popping up everyday that promise to leverage our business, there is an even more impactful element organizations tend to overlook: young women. The young women who tell stories and guide a brand’s vision with their own shopping expertise and fresh perspective that is often over-analyzed by those men in suits. Meet Katie Groover, the Social Media Specialist for the newly launched REVOLVE Beauty, one the latest players to enter the beauty game.
Culture is not measured by the years spent behind your computer, and Katie is living, glowing proof. Her personal and professional love for lipstick and lashes has curated her voice to become the perfectly authentic Social Media expert that she is today at her REVOLVE Beauty desk. I chatted with my former Estée Lauder Companies colleague on how her love for beauty influences and is influenced by social media and her own career.
Tell us how you came to be at REVOLVE Beauty?
After becoming a cosmetologist in 2010, I went straight to work. I’m one of those people who had two jobs and knew I needed more than a license to get clients, so I began assisting. The first opportunity I had was to do hair and was lucky enough to be taught by a North American Hairstyling Awards winner Ryan Teal. Shortly afterwards, I began to to assist a National Artist for Bobbi Brown. She was an amazing mentor and can be credited to teaching me all of the fundamental elements of a beauty career: stay creative, never stop learning + always do your best to make your clients feel their most confident.
When I was a junior in college I met Patricia Pantino, the VP of Sales and Education at Too Faced Cosmetics, and had a chance to interview for the first ever Pro Team at the company. This led me to having my work published online for Rachel Zoe, Too Faced Cosmetics, Vogue, Sephora, Ulta and Nordstrom.
When my final semester of school rolled around, I began interning in the Social Media Department. I cherished working for Esteé Lauder, but after 2.5 years, it was time to take on something new. I started at REVOLVE this year and was drawn to their amazing brand that is always on the forefront of fashion and who now has an unbelievable beauty offering! From cult-favorites to the newest products on the market, they really do cater to every beauty buyer. I cannot wait to see where we are able to take this new venture.
How did your love for makeup and beauty begin?
My love for the beauty industry began with my older sister who introduced me to the world of makeup and bought me a selection of Kevyn Aucoin books. I was really inspired by how something so small, like lipstick or an eye shadow, could make you feel amazing and allow you to be creative every day. From that day, I had my eye set on being involved with either hair or makeup. When I was in high school I was a receptionist at a salon in Orange County and had a chance to see stylists put their creativity to work with their clients. The time spent watching my peers really lead me down this path.
How did you transition your makeup skills into a social media career?
When I worked as a National Pro Artist for Too Faced, I had an amazing mentor who allowed me to intern for her in the Social Media Department. I really got to see how useful my cosmetology background was by speaking on behalf of the brand about their products and how it helped our fans find makeup that really fit their lifestyle. I was able to build stories around conversations and what fans needed, rather than just pushing products. I think that really helped the Instagram account grow and lead to more fan engagement.
How important is your own social media presence to elevate relations and career opportunities?
I think that having a presence that is authentic to who you are is the most important. It is great to have a curated page, but I think people (myself included) want to see more than a highlight reel and want to see what you’re inspired by and who you really are in life.
How much influence do social media platforms have on you personally? What was the last thing you purchased that you discovered on Instagram?
Well this isn’t a surprise, but a lot! I feel really inspired on social and love that it connects you creatively with people all over the world. One person I religiously follow is Desi Perkins – I love her travel tips. The last thing I bought was this amazing makeup case from one of her Youtube videos that holds all of your beauty essentials – which I have a lot of!
Any new brands you’re excited about?
YES! For skin care, I finally found a scrub that I just simply can’t be without, the Goldfaden MD Doctor’s Advanced Ruby Crystal Powder Scrub. Our REVOLVE Beauty Buyer, Kandice Hansen, told me about this amazing ruby powder and I can honestly say my skin had never been softer in my life! A few other brands are Lovewellness, Dr. Barbara Sturm, N:P Beautiful, and Viseart.
We constantly are scrolling through content. What are brands whose social media content you’re obsessed with and why?
There are so many amazing pages + creatives out there, but there are a few that come to mind for very specific reasons:
- REVOLVE: I love their main account for fashion and the newest trends. I feel like you get to see how to wear or incorporate pieces in your closet that I would have never pieced together on my own.
- Glossier: I really like their page because they often show off the everyday girl and have easy how-to’s for product application.
- Violette: She is the Beauty Director at Estee Lauder and I love to follow her instagram page because it’s full of life, color and very authentic.
- Fenty: I mean who isn’t, but they just create AMAZING work. Their videos are insane, they have fabulous artists and create an encompassing space that shows off all skin tones + genders.
You have a lot of responsibilities in your new role. What is your morning ritual that prepares you to take on the day ahead?
The number one thing I do is always try to catch up on emails and content at night so my mornings are for myself. The first thing I do is grab my Peter Thomas Roth eye patches from the fridge and have a glass of lemon water. I walk my dog and then choose my playlist for my drive to work. Before I leave, I always look at my schedule so I can plan my outfit based on what I am doing and who I’m meeting with. Once I get to work, I review my to-do list and do my best to complete those tasks prior to checking my email. I feel the most productive when I have a list because it feels so amazing to knock things out!
There are many entrepreneurs working from home and managing their own social media accounts. What advice can you give them?
There are a three things that I think are key to starting a new brand + IG:
- Testing content consistently and really getting to know your customer. In the beginning, it can be very scary but don’t let that stop you from following your dream of having a successful brand. How can you get to know your customer? Test content with them. Content is a beautiful thing, so make sure to dedicate time and thought into what you are posting.
- Use different types of Influencers to see who your customer relates to. Talk to them + engage on their pages. Do things to set yourself apart and you will succeed.
- Lastly, I would recommend investing in community management. I used to do this in my previous role and would get the sweetest messages back from fans who’d tell me how much it meant for them to be noticed. Your customers matter and you should always keep them as your focus. Lastly, always remember that you don’t need to have a ton of followers – your engagement might be the same as a bigger account and that’s what really matters.
Of course, we can’t let you go without some recommendations. What are your top 10 must-haves from REVOLVE Beauty?
Karina Spritze is a guest contributor. She is a Social Media Strategist and brand visionary. She is a proud Angeleno and loves advocating for more diversity and inclusion in media & arts by engaging community and teaching workshops for small business owners. Learn more about her work on her blog, Overdressed LA.
Let us know how Katie’s tips work out for your blossoming beauty brand. Tweet us at @SOMETHINGSOCIAL or tag us on Instagram- @SOMETHINGSOCIAL.