This award-winning beauty journalist combines rigorous product analysis with cultural commentary, currently shaping conversations at Well+Good. Her work sits at the intersection of personal care and social justice, making her essential reading for brands targeting conscious consumers.
This 2,800-word investigative piece for Essence deconstructs the social media-driven hype around luxury skincare through a cultural lens. Greaves embedded herself at the product's launch event while maintaining journalistic rigor - interviewing chemists about ingredient efficacy and contrasting marketing claims with user experiences. The article's impact was measurable: the brand saw a 22% return rate spike post-publication, demonstrating Greaves' influence on consumer behavior.
"What starts as a $98 jar of whipped promises quickly reveals the complex dance between influencer culture and actual skincare science."
In this career-defining interview with 29Secrets, Greaves articulates her philosophy of beauty journalism as activism. She details her methodology for sourcing stories - prioritizing first-person narratives from marginalized communities over traditional expert quotes. The piece has become required reading in journalism programs, cited in 18 academic papers on ethical beauty reporting.
This Well+Good analysis showcases Greaves' ability to translate medical research into consumer-friendly insights. Collaborating with dermatologists, she tracked 12 months of FDA adverse event reports to challenge industry safety claims. The article prompted three major skincare brands to reformulate their post-procedure products.
Greaves prioritizes stories that examine beauty through societal lenses. A successful pitch might explore how Southeast Asian diaspora communities are redefining anti-aging rituals, mirroring her 2023 piece on Yoruba skincare traditions. Avoid generic product launches without cultural hooks.
Her award-winning Dove/Harvard study collaboration proves her commitment to inclusive research. Pitches should highlight interviews with practitioners from underrepresented groups or data from nontraditional sources like community health centers.
With 78K Instagram followers and regular TV appearances, Greaves favors stories with strong visual components. Propose accompanied photo essays or behind-the-scenes access to product development labs, similar to her SheaMoisture factory tour series.
Her Well+Good microneedling analysis demonstrates how she frames beauty tech through holistic health. Pitches could explore topics like stress-impacted skin biomarkers or menopause-friendly formulation science.
Greaves often traces modern trends to cultural roots, as seen in her ESSENCE piece on African hair braiding traditions. Successful pitches might examine the Cherokee origins of cryotherapy facials or Mughal influences in contemporary henna art.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Beauty, here are some other real estate journalist profiles you may find relevant:
