As PEOPLE’s senior shopping editor, Shalwah Evans combines product expertise with cultural analysis to guide millions of readers through today’s beauty landscape. Her work bridges commercial needs and editorial integrity, particularly in:
Successful outreach to Evans requires:
Notable Achievements:
We’ve followed Shalwah Evans’s work across leading publications, where her voice has become synonymous with insightful beauty analysis and culturally resonant storytelling. With over a decade of experience, Evans has carved a niche at the intersection of commerce, identity, and personal care.
Evans began her career in branded content and traditional editorial, mastering long-form storytelling before transitioning to commerce journalism. Her tenure at Vox Media as a content director and current role as PEOPLE’s senior shopping editor showcase her evolution into a trusted product curator. Key phases include:
This Essence piece exemplifies Evans’ ability to decode celebrity beauty as cultural commentary. Through detailed analysis of 12 influential looks, she traces how Black celebrities reclaim beauty standards through hairstyling and makeup choices. The article’s methodology combines historical context (noting Iman’s 1980s influence) with modern social media impact metrics.
Evans’ PEOPLE article revolutionized product roundups by incorporating lab-testing standards into mass-market recommendations. Her team developed a 27-point evaluation system assessing everything from skincare pH balance to hair tool heat consistency, setting new benchmarks for affiliate content integrity.
In this Well+Good feature, Evans predicted the "skinimalism" movement by analyzing emerging brand formulations and consumer purchasing patterns. The piece’s impact led to collaborations with dermatologists to create accessibility-focused skincare guidelines.
Evans consistently amplifies Black-owned beauty brands and female founders. Successful pitches should highlight unique formulation stories, like her coverage of a haircare line developed by alopecia researchers. Reference her 2023 Essence piece on melanin-rich foundation ranges as a template.
With her background in fitness science (NCSF certification), Evans prioritizes clinical research and third-party testing. Pitches for "clean beauty" products must include verifiable certification details, following her investigative approach in recent PEOPLE shopping guides.
As editor of Beauty Stories from Around the World, Evans seeks products rooted in traditional practices. A successful pitch might explore how Ghanaian shea butter harvesting techniques influence modern moisturizers, mirroring her analysis of Korean hanbang ingredients.
Evans’ workout gear coverage in Travel + Leisure demonstrates her interest in fashion-function hybrids. Pitches could explore how athleisure materials adapt to different body types, akin to her reporting on inclusive activewear sizing.
Move beyond basic "eco-friendly" claims. Evans’ award-winning piece on refillable fragrance systems set expectations for circular economy innovations. Highlight measurable environmental impact metrics in packaging or sourcing.
"Evans’ work redefines commerce journalism as both service journalism and cultural critique." - Beauty Industry Forum 2024
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:
