Beauty Director of Telegraph Media Group, Sonia Haria has joined the British Beauty Council Advisory Board.
We spoke with Sonia to find out more about her career in journalism, her passion for the industry, and what she will bring to the Advisory Board.
Since joining the Telegraph Media Group as an Editorial Assistant in 2007, your career has evolved and you’re currently the Beauty Director for the Telegraph Media Group. How has the beauty industry changed, or stayed the same, throughout your time as an editorial assistant, beauty writer, editor and now director?
In my 13 years at the Telegraph, the landscape of beauty has changed dramatically. I feel that the beauty industry is more transparent and inclusive now, a difference to 10 or 15 years ago. The reader has changed, too; our audience now are savvy on skincare, they know their ingredients and are keen to discover more. It certainly makes my job more exciting to write for such an engaged audience. Our readers appreciate the power of beauty products and the feel-good impact they have, and are less driven by trends. As ever, they look for expert insight from make-up artists, facialists and hairstylists on the simple, effective ways to improve their beauty regimes.
You have been instrumental in lobbying, and bringing attention to the importance of our industry to mainstream media, through the campaign to bring beauty back during the COVID-19 pandemic. Where does your passion and love for the industry stem from?
I’ve always been passionate about beauty, and while studying for my journalism and politics degree I worked on a make-up counter every weekend at a department store in London. I loved everything about it, particularly the mood-boosting effect of trying a new lipstick or brow product! I always wanted to marry my two passions, writing and beauty, so am thankful for the opportunities to grow into my expertise at the Telegraph.
CREDIT: Emanuele Cremaschi/ Getty Images. Read Sonia’s article about Northern Ireland closing for four weeks.
As a Beauty Director, you write for a global beauty audience, and create beauty content for the Telegraph’s video platform. How will your role as Beauty Director help with your new role as Advisory Board Member with the British Beauty Council?
We have such an engaged audience and beauty community at the Telegraph, and I feel I am connected to the real issues that are facing both professionals and consumers in the industry. I hope this can help me to bring forward ideas to the British Beauty Council, and discuss any concerns I feel the industry is facing as we head into the unknown, post-Covid landscape.
