Sally Kaplan is the Executive Editor of Business Insider’s Reviews team, leading coverage across lifestyle, beauty, and tech. With a career spanning Hearst, BuzzFeed, and documentary filmmaking, she specializes in products that enhance daily life—from clinical-grade skincare tools to space-efficient home gadgets.
Connect via skaplan@businessinsider.com or LinkedIn for pitches aligning with her curated beats.
We’ve followed Sally Kaplan’s evolution from political advocacy to becoming a cornerstone of service journalism. After earning a BA in political science from George Washington University, she spent years in legislative advocacy before pivoting to product journalism at BuzzFeed’s shopping team. Her transition to Hearst’s BestProducts.com as Lifestyle Editor solidified her expertise in curating sales, deals, and quirky gadgets. Since joining Business Insider in 2018, she has risen from senior style and beauty editor to Executive Editor of the Reviews team, overseeing verticals like tech, home, and kitchen.
This ELLE piece exemplifies Sally’s knack for blending practicality with lifestyle aspirations. She highlights terry cloth robes as a sleep-enhancing essential, emphasizing material quality and design. The article’s focus on minimizing drying time resonates with busy readers seeking efficiency without sacrificing comfort. While not a traditional review, it showcases her ability to identify everyday solutions that align with broader lifestyle trends.
Published during her tenure at ELLE, this roundup demonstrates Sally’s mastery of seasonal shopping guides. She curates sales across fashion and home categories, balancing high-end brands with affordable finds. The article’s structure—organized by product type with direct links—reflects her commitment to user-friendly service journalism. It also underscores her early recognition of e-commerce trends, a skill she later honed at Business Insider.
While not a traditional article, Sally’s leadership profile at Business Insider encapsulates her editorial philosophy. She emphasizes rigorous testing methodologies, such as evaluating kitchen appliances for durability and ergonomics. Her team’s Prime Day and Black Friday coverage has become a benchmark for deal-focused content, merging consumer needs with data-driven insights.
Pitch products that marry aesthetics and functionality, like space-saving kitchen gadgets or sustainable furniture. Sally prioritizes items tested in real-world scenarios, as seen in her scrutiny of ergonomic cookware. Avoid generic “As Seen on TV” products unless they offer unique design breakthroughs.
She gravitates toward skincare devices validated by dermatologists, such as LED masks or microcurrent tools. Her coverage of anti-aging tech for Business Insider highlights her preference for evidence-based claims over anecdotal hype.
With remote work enduring, Sally seeks products that enhance productivity without cluttering spaces. Think ergonomic office chairs doubling as home decor or noise-canceling headphones with sleek designs. Her testing of standing desks underscores this intersection.
While specific awards aren’t listed, Sally’s ascent to Executive Editor at Business Insider—a platform reaching 100M+ monthly readers—speaks to her influence. She has shaped standards for product reviews in digital media, emphasizing transparency in affiliate partnerships.
Her co-production of PBS’s California Forever earned recognition for merging environmental advocacy with accessible storytelling, reflecting her multidisciplinary approach to content creation.
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 Lifestyle, here are some other real estate journalist profiles you may find relevant:
