London Beauty Summit
The IET: Savoy Place, May 17

Michelle Stoodley

Head of Digital Marketing, Benefit Cosmetics

Michelle is Head of Digital Marketing at Benefit Cosmetics, the UK’s number one prestige makeup brand. Michelle oversees social media, video production, influencer outreach, digital advertising, and digital builds, bringing to life the brand’s fun and quirky attitude online. Prior to Benefit, Michelle worked at leading digital agency 1000heads, working with clients such as Sweaty Betty, Liz Earle and Mars.

Sharmadean Reid MBE

Founder , WAH Nails

Brand consultant, stylist, entrepreneur, mentor…Sharmadean Reid has one foot in the street and one foot in the boardroom. Sharmadean started a fanzine called WAH, a reaction to the wave of bootyshaking videos in 2004, in order to promote females in creative industries. With three successful issues sent to “Downtown Girls Worldwide”, Sharmadean took it online, as one of the pioneers of blog culture.

Jessica Diner

Content & Creative Director, Birchbox UK

Jessica Diner (née Hogan) is Content & Creative Director at Birchbox, the U.K’s #1 beauty subscription service and ecommerce company. Built on a ‘Try, Learn, Buy’ business model, Birchbox is helping women cut through the clutter to efficiently purchase the right beauty products for them.

Dr Alex Box

Makeup Artist,

With Box's roots as a Artist ,she is Renowned for her experimental and often surreal beauty looks. Alex’s work continues to chart the correlation between art, science, nature and the magical.Her editorial work has featured in a variety of publications including Vogue, W, Numero, Another Magazine, Dazed & Confused and i-D.

Parham Aarabi

Founder and CEO, ModiFace

Parham Aarabi is the Founder and CEO of ModiFace, the leading beauty-focused augmented reality company which was selected by Inc. magazine as one of America's fastest growing companies. He is also a Professor of electrical and computer engineering at the University of Toronto. He received his Ph.D. from Stanford University in Electrical Engineering in 2001. Since then, he has served two terms as a Canada Research Chair.

Gord Ray

Brand Development, Instagram

Gord is Instagram’s Brand Lead for Northern Europe and advises commercial partners on advertising best practices and how Instagram can help build overall brand equity.

Over the past 20 years, Gord has developed an international career working with the world's leading brands in marketing strategy and communications.

Felix Strand

President, PIXI Beauty

Felix Strand has beauty and business in his veins. Strand grew up witnessing the
growth of Pixi, the family owned business which his mother Petra created over 10
years ago. Using his acquired business acumen, Strand has helped solidify Pixi’s
position in the beauty industry. Strand earned his Bachelor’s Degree in Business
Administration from Chapman University.

Walter Faulstroh

CEO & Co-Founder, HUM Nutrition

Walter Faulstroh is a series health & wellness entrepreneur who is passionate about the intersection of beauty, wellness and technology. His latest venture HUM Nutrition is an LA based beauty nutrition company that connects consumers with a free personal nutritionist and scientifically researched supplements that help them achieve their health & beauty goals.

Caroline Hirons

Beauty, Skincare & Lifestyle Expert,

Caroline has worked in the beauty industry for nearly 20 years. She is trained in over 100 brands and a globally qualified advanced facialist. Her blog is a skincare addict’s bible and her tell-it-like-it-is delivery makes you feel like you’re speaking to your best friend.

Jessica Crawford

Industry Manager, Fashion, Google UK

Jess manages a portfolio of fashion and luxury advertisers at Google, working with senior leaders in these businesses to drive understanding and adoption of technology, digital advertising and e-commerce solutions.

Amanda Scott

Managing Director, Fabled by Marie Claire

Amanda Scott is Managing Director for Fabled by Marie Claire, a new beauty and well being business that launched into the premium beauty market in August of last year. Amanda has spent over 25 years in retail and has commercial experience across Fashion, Sports and Beauty. After 15 years working for John Lewis leading Womens Fashion and Beauty Amanda joined Ocado to set up this new innovative venture.

Nicola Kilner


As Buying Manager for Innovation at Boots, Nicola Kilner's previous role saw her travel the globe discovering the latest trends and technologies available in beauty. Now Co-CEO at DECIEM, Nicola's talents for seeking out "what's next" have found their way into a beauty umbrella that creates and manufactures its own products in house. Truly knowing the beauty industry inside out allows Nicola to put a unique stamp on DECIEM's innovation.

Esohe Omoruyi

SVP, Global Open Innovation & Digital Services, L’Oréal Worldwide

As the SVP of Open Innovation Esohe Omoruyi leads the strategy and facilitation of partnerships with start-ups and venture investments for L’Oreal. Under the direction of the Global CDO, Lubomira Rochet, Ms. Omoruyi and her team are focusing on identifying platforms and creating a pipeline for driving innovation in digital via partnerships, investments, and/or co-creation.

George Northcott

Co-Founder & Head of Business Development, Founders Factory

George is Cofounder and Head of Business Development at Founders Factory. He scours the world for great startups for its accelerator and helps those companies find partners and investors to grow their businesses. He also sources and qualifies ideas for the incubator, liaising with its corporate partners and network to identify major opportunities that Founders Factory can build and scale.

Lopo Champalimaud

CEO & Founder, Treatwell

Lopo is the Founder and CEO of Treatwell, the largest hair and beauty booking service in the world. The company, which is headquartered in London, has over 10 million appointments made through its online bookings platform annually.

Bethany Ostacchini

Publisher & Editor, Powder

Bethany Ostacchini is the Publisher and Editorial Director of THISISPOWDER.CO.UK. Launching and directing new start-up brand, Powder, Bethany has established a disruptive brand proposition, built on delivering editorial and more recently beauty box personalisation. 

Alice Hart-Davis

Beauty Journalist,

Alice Hart-Davis is a beauty journalist and author, and the creator of Good Things Skincare. She works widely across the beauty industry as a consultant and event facilitator.


Advisory Strategist, Stylus

Saisangeeth has experience translating future trends and applying them as business solutions in marketing, retail, product and design strategies. She has worked across fashion, luxury and branding in the US, Asia and Australia.

Fay Cowan

Brand & Content Director, Decoded Fashion & Beauty

As creative lead of strategy and programming, Fay has been a driving force behind the global expansion of Decoded Fashion, making it the industry’s go-to events series for fashion, technology and innovation.

Kyle Karim

Commercial Operations Director, Coty Professional Beauty, UK & Ireland

A great advocate for developing digital awareness among salon owners and managers, Kyle is keen to ensure Coty Professional partners build and enhance their business profile in new and diverse ways to embrace the future landscape.

James Balfour

Co-Founder, 1Rebel

James is the co-founder of leading boutique fitness chain 1Rebel. James also previously co-founded Jatomi fitness, a chain of 70 fitness clubs across Eastern Europe and South East Asia

Holly Tomlin

Head of Global Marketing & Communications, Pangaea Laboratories: THE HERO PROJECT

After completing an International Business degree in Manchester, UK, Holly has made a career in the beauty industry and gathered a varied set of marketing experiences spanning the UK and worldwide.

Imelda Burke

Founder, Content, Beauty & Wellbeing

Having left the fashion industry in 2007, CONTENT was created by Imelda Burke, who became interested in using natural beauty products in the mid 90’s, as an alternative to the brands containing largely synthetic ingredients.


“The best thing about Decoded Beauty is the mind, the mental power and the experience of generosity that all these experts brought to it. It was like a PHD in beauty and tech in one day.”

Linda Wells
Contributing Beauty Editor at Large
New York Magazine’s, The Cut

Decoded Beauty NYC 2016





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“I think events such as Decoded Beauty are really important for beauty and technology… the situation now is establishing that beauty and technology have to be one in the same, otherwise brands won’t be able to reach the consumers and not able to look into the future.”

Amy Odell
Editor, Hearst Magazine Digital Media

Decoded Beauty NYC 2016

Decoded Fashion