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.

Henry Davis

President & COO, Glossier

Henry Davis is President and COO of Glossier, a modern beauty products brand made by editors who ‘get’ what works, and inspired by what girls want in real life. Henry is obsessed with the next generation of digital commerce experience and has spent his career focused on the intersection of e-commerce and digital media. Immediately prior to Glossier, he was a venture capitalist at Index Ventures.

Felix Strand

P, Digital & Brand Strateg, 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.


“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

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