As Director of Commerce for PEOPLE and Entertainment Weekly, Lindsey Metrus bridges celebrity culture with evidence-based health reporting. Her decade-long career spans beauty deep dives at Byrdie to transformative wellness narratives at Who What Wear.
Lindsey Metrus began her career at Byrdie, where she honed her expertise in beauty and wellness as Associate General Manager. Her work there blended product reviews with deeply personal narratives, such as her viral piece on sudden anxiety onset. This balance of practical advice and vulnerability became her signature style.
In 2023, she transitioned to Dotdash Meredith as Director of Commerce for PEOPLE and Entertainment Weekly, overseeing strategic content partnerships. Despite her leadership role, she continues contributing articles that merge celebrity culture with actionable health insights.
This courageous first-person account details Metrus' experience with generalized anxiety disorder. Combining memoir with expert interviews from three psychiatrists, it demystifies panic attacks while providing concrete coping mechanisms. The article’s lasting impact lies in its normalization of mental health struggles within beauty journalism – a space traditionally focused on external transformation.
Metrus documents her 6-month fitness journey through incremental habit changes rather than extreme diets. The piece stands out for its rejection of "quick fix" culture, instead emphasizing sustainable lifestyle adjustments. By tracking biometric data and energy levels, she provides quantitative proof that small changes yield significant results.
This investigative piece reveals lesser-known skin cancer risks through interviews with four dermatologists. Metrus combines anatomical diagrams with patient case studies to highlight areas like nail beds and scalp. The article’s lasting contribution is its practical self-examination guide, downloaded over 50,000 times according to HealthyWomen’s analytics.
Metrus excels at translating medical research into consumer-friendly content. A successful pitch might explore new findings about adaptogens in skincare, paired with real-user testimonials. Her Byrdie article on retinol alternatives demonstrates this approach, breaking down complex biochemistry into practical buying advice.
Stories combining expert insights with individual journeys resonate strongly. The Who What Wear fitness piece succeeded by interweaving Metrus’ own biometric data with trainer interviews. Pitches should identify relatable challenges (e.g., managing eczema while wearing makeup) and showcase innovative solutions.
Given her PEOPLE affiliation, Metrus often examines how celebrity routines influence mainstream health practices. A compelling pitch might analyze the science behind viral TikTok wellness hacks from stars like Hailey Bieber, providing dermatologist evaluations of their safety and efficacy.
Her anxiety article established mental health as a crucial component of beauty journalism. Pitches could address topics like stress-induced hair loss solutions or mindfulness techniques for skincare routines, always grounding them in clinical research.
As Commerce Director, Metrus values products with unique value propositions. Successful pitches highlight items addressing underserved needs – for example, sunscreen formulations for sensitive skin types or ergonomic haircare tools for arthritis patients.
Dotdash Meredith Leadership Excellence Award (2024)
Recognized for integrating commerce initiatives with editorial integrity across PEOPLE and Entertainment Weekly. This award highlights her ability to maintain journalistic standards while developing revenue-generating content strategies.
Beauty Influencer of the Year Finalist (2023)
The Cosmetic Executive Women association shortlisted Metrus for democratizing cosmetic science through accessible writing. Her Byrdie article series on medical-grade skincare versus drugstore alternatives was particularly cited.
"True wellness journalism doesn’t just report trends – it equips readers to make informed decisions about their bodies and lives."
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:
