A marketing manager who goes for the same thing

The #ITGTopShelfie interview series focuses on the cosmetic routines of the beautiful, perfect and loyal community of Into The Gloss readers. Submit your own to Instagram – post your Top Shelfie (tag us @intothegloss!) And add the hashtag #ITGTopShelfie to give you a chance to be featured on ITG.

“Hello! I’m Asiah James (@xasiahx) and I’m the Marketing Director at Conde Nast. My exact title is Director of Emerging Audiences, I lead a newly formed team within the Commercial Revenue division that I designed and organized. My main responsibility is to develop creative strategy across the Condé Nast portfolio (ie Fashion, GQ, Vanity Fair, Charmetc.), where key partners can authentically connect with a growth audience that has an evolving purchasing power that shakes the culture (eg black women, LGBTQ + youth, millennial parents and many other intersectionals).

I have always worked in a media company with such strong ties to the cosmetics industry, and this has allowed me to experiment in ways I am not sure I would have been aware of if I had not been absorbed in this type of work. My role is crucial in strategizing the ethos of how so many brands we love connect with our key consumers or reach out to new voices, and during this marketing development process – making sure I take the time to test, share my own perspective to beauty and incorporate a new innovation into my routine. On the other hand, I often present data-intensive information in front of large groups, where I tend to shy away from makeup and rely on skin care. I have found that I most confidently share my ideas or findings with a timelessly beautiful look that highlights my natural shine.

My appreciation of beauty comes from my mother and grandmother on my mother’s side. I come from two black women whose approach to beauty is outlined by using basic products to create a timeless masterpiece. My mom won’t leave the house without her eyes and arched eyebrows. But my grandmother, or as I call her Mema, has a cascade of different red spots on her lips, glosses and sticks according to her mood or clothes. My appreciation grew over the years as I combined their approaches and created my own – where simple eye and / or distinctive lips are always on my beauty menu.

I rinse my face with Cetaphil Gentle Foaming Cleanser every morning, then apply Fenty Skin Fat Water Pore Refining Toner Serum, then apply Peter Thomas Roth Potent-C Targeted Spot Brightener to all my problem areas and lock Tatcha Luminous Dewy. Skin night concentrate moisturizer.

Because of my skin prone to eczema, I have two approaches to body care depending on the weather in which a very dry environment causes the most flare-ups. After each shower, I apply Cortizone 10 Intensive Healing Lotion for Eczema to areas where I have dark pigments and intense itching. Then I follow up on Raw Shea Butter (from the African market).

Makeup for me depends on the mood, and as for my goal, I start with skin makeup and highlight my shine with products focused on the eyes and lips.

I use the Armani Luminous Silk Foundation for full coverage, but in my daily life I am obsessed with the Ami Cole’s Skin-Enhancing Tint and their Skin-Enhancing Concealer. When I travel, my skin tends to be shaken and I need to find the right problem areas, so I use the Perfecting Complexion bar from Merit.

As for my eyes, I’m a big Jewel Stick fan of Jason Wu for the perfect outline (good for everyday and dark enough for night looks). I wear mascara every day, even if I don’t make up my skin and I usually reach for Ami Cole’s Lash-Amplifying Mascara for natural enhancement and for a sensual look, I’ll take the Diorshow Black Out Mascara. When I enjoy it, I like to wear LoveSeen eyelashes.

My favorite lipstick is NYX Lipstick in Maison. I wear it everywhere and to everything, and when I’m not naked in my favorite, I’m a proven and real Mac Ruby Woo girl. And lately, I’ve been pouring all my lips with Ami Cole’s Lip Oil Treatment.

I devoutly visit my hairdresser / best, who has kept me a short haircut and healthy hair for almost 10 years. I go every two weeks no matter what. In the meantime, I only apply heat when I have to, but for the most part I hydrate my scalp every other night with Jane Carter’s Nourish and Shine and untie the scarf only when people are visiting or I’m on Zoom for work. Ha-Ha!

My philosophy of beauty is to look for your signatures. Once you are familiar with the basic features of your cosmetic routine, so much will come into play and there is always room to incorporate new products, but the key is to have a core or “holy grail” if you want to maintain your routine.

As I got older, my main decompression and peace lies in faith and communion. And in order to achieve a healthy balance between the two and strive for more, it is important to control myself by going to therapy, sleeping for more than 8 hours and trying my best to promote healthy eating habits.

Although I’ve always been a big fan, lately since her death, I’ve been amazed at how dynamic singer, songwriter and overall beauty Betty Davis is. In particular, how she controlled and became aware of her body movements and paired it with her overall choices of beauty – everything she did seemed to HIT. Her unexcused female energy radiates from her visual presence even before you hear her music. Her long and often bright red nails, big hair and lashes that flutter your soul, I mean, the more another woman might want to be? But! And in the constant urge to show myself as my full self in all spaces, which means to me that my most self-confident self, Betty Davis, inspires me to show off my courageous personality through my voice, my dark gaze and above all through the ways I play with my body shapes. That is a real beauty for me. I would also like to pay tribute to Diana Ross, and I’m sure we all know why. ”


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