The cosmetics and personal care industry is not lacking in science communications professionals. Many internal and external comms professionals at specialty chemical companies, ingredient distributors, and beauty manufacturers have science communication as part of their role. Professional associations like the PCPC have scientists on staff (at the Personal Care Products Council, Alexandra Kowcz currently serves as chief scientist). There are entire organizations, like the EWG, that see science communication as their role in the industry. And there are independent professionals—influencers and entrepreneurs—who speak with curious beauty consumers every day on social media, on podcasts, at in-person events, and more.
“My audience is the general public mostly,” affirms Trina Espinoza, the science communicator known online as msbeautyphile, who explains her work by saying, “what I’m trying to do is take some of the ideas in cosmetic science and break them down for the public so they can understand them.”
“People are really hungry for information about their cosmetics;” Espinosa tells Cosmetics Design editor Deanna Utroske, adding “they really don’t know how to get it. And it’s funny that’s the case, because here there is so much information—this is a very information-rich exhibition, in-cosmetics global…And so I try to take some of the information here and distill it down so that people can understand it.”
And Espinosa has a clear view of the learning curve that needs to be followed to inform an everyday beauty consumer about the finer points of cosmetic science. “I’ve done a lot of self-study in chemistry,” concedes Espinoza. “Everything I’ve learned, I’ve learned on my own. And I think that when people think about…if the public is really capable of understanding some of the science concepts, I am a direct example of that: I am serving my audience because in some ways, I am them.”
Watch the full video interview above to learn more about Espinoza’s science communication strategy, her insights on beauty consumers, and much more.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.