We have 13 Going on 30, How to Lose a Guy in 10 Days, Confessions of a Shopaholic, and The Devil Wears Prada to blame for an entire generation of writers and editors who grew up believing that 6 a.m. coffee runs and impossible-to-book photoshoots were a fair trade for the thrill of seeing one’s byline. (In case you’re wondering: it usually is.) Life in the fashion and beauty industry? It was, as Nigel—and countless others—said, a job a million girls would kill for.
Kristina Rodulfo was one of them. One of the millions of girls entranced by the rhythm of high heels, the sheen of free samples, and the gloss of magazine pages. She knew, from a young age, that she wanted to write, but turning it into a career was another story. That is, until Jenna, Andie, and Andy came along. “Oh my God, that’s the dream job. That’s what I want to do,” Rodulfo says of those early-2000s magazine-set films and books that lit her path.
A field trip to Nylon magazine in high school only reinforced her ambitions. “I was a kid in a candy shop. I was like, ‘This is so cool, I want to be in this industry.’” Fast forward to the 2010s, Rodulfo has made a name for herself in the beauty space, but she dipped her toes in fashion first, becoming a writer for InStyle early in her career.
“I realized that maybe I don’t love fashion as much as everybody else loves fashion,” Rodulfo muses of her experience. “I realized there’s a difference between personal style and liking Fashion with a capital F.”
As a Filipino American who still lived with her parents in Queens, fashion, for Rodulfo, was for the elite, and writing about $5,000 bags just didn’t seem as appealing as it did in the films. But something else clicked when it came to her beauty assignments.
“I realized that I’ve loved beauty my entire life. I was always the person playing with my sister’s hair, using all my allowance, buying lip gloss at the drugstore. I would fix all of my friends’ makeup and hair for school dances,” Rodulfo tells The Beauty Edit. “I’ve been a beauty girl from the beginning. It just took me a while to get there.”
The deeper she dug into the industry, the more invested she got. “I started seeing how it’s such an amazing lens into larger ideas about culture, society, identity, and even science.” It didn’t hurt that a $5 lipstick was a far more attainable obsession than a $5,000 purse.
And so, Rodulfo went from beauty editor at PopSugar and Elle to beauty director of Women’s Health—inspiring not just women with her beauty know-how but becoming a small (yet steadily rising) voice for Asian representation in the beauty space. It was the dream, but one that eventually got derailed.
In 2021, with COVID-19 at its peak and the end nowhere in sight, Rodulfo, like thousands of others, found herself staring at the walls, wondering what to do with her life. “I was starting to feel creatively burned out because I wasn’t changing my environment,” she recalls. “I used to travel a lot for work. I wasn’t traveling anymore. I used to go to press events and have meetings, and I didn’t have any of those. I didn’t have shoots anymore.”
The itch for something new led her to content creation. And while that may sound antithetical to old-school journalism, it was a natural evolution for a beauty editor who had already been generously sharing her expertise online.
“I started posting more consistently, and I gained more traction—especially on TikTok, which was brand new,” she says.
These days, Rodulfo has carved out a niche for herself not just in beauty content creation but as a Filipino-American offering a perspective rarely spotlighted in the industry. In between interviewing New York-based Filipinos and investigating the exact brand of Sabrina Carpenter’s blush, she recently visited the Philippines. We sat down with the Bicolana-at-heart to talk about visibility in beauty, what she’s wearing on her face now, and shopping for F-beauty.
(Answers have been condensed for clarity.)
The Beauty Edit: You went from digital beauty editor at PopSugar and Elle to overseeing the entire beauty section of Women’s Health, including its print component. It’s like moving backward. What was that like?
Kristina: I oversaw both the website and the magazine, so I managed what we published daily on top of planning six months ahead for print. It felt like juggling two jobs at once. We were a very lean team, like most magazines, so you wore a million hats. I worked with the sales team, talked to the editor-in-chief, and edited a blog post simultaneously. I learned to be very adaptable and organized.
Print, I can say, made me a stronger writer and reporter because of the limited space. I had to be very clear with my words, and my articles had to run through fact-checkers and multiple editors. To this day, I use those skills when thinking of a good hook or headline for a video.
So many beauty journalists have transitioned to content creation. How did this transition work out for you?
I’ve been seeing a shift in the media industry. Publications were either shutting down, getting rid of print, or reducing issues, but social media continued to trend upwards. I saw the writing on the wall and thought to myself, well, let me try out this new form of media. I had nothing to lose, honestly.
A big motivation for me was wanting to see more Filipinos covered in mainstream media. I wanted to create content I wouldn’t see in legacy media publications. I wanted to create content for other Filipino girls out there and build a community around that.
How did your storytelling change from being a traditional journalist to becoming a content creator?
I’ve done a lot of video content for Elle, but back then I had a team of five to 10 people. There was a dedicated audio person, a camera person, a producer. Now, all of a sudden, I’m doing everything myself. I learned on the spot and figured it out. Many editors are so comfortable in writing, reporting, and publishing that they have a hard time getting out of that rhythm. I was also very uncomfortable. I have a lot of videos that are, in my opinion, bad. But it’s like going to the gym. You have to put in your reps. You have to put yourself out there and not be afraid of it.
When you’re a journalist writing an article, you put a lot of thought into it, you’re very precise and thoughtful. When you’re creating content for social media, you have to be less precious. You have to be willing to look silly or do something wrong or try a trend. We’re no longer in a world where you can write a story, hit publish, and then that’s it. You need to be able to market your story as well, and if you want people to read your stories, you need to be on social media.
What makes your content different from other beauty creators?
The white space I noticed in beauty content is that no one approached it from a beauty editor’s perspective. You had creators doing tutorials, like how to do winged eyeliner, the best red lipstick, testing new launches, but what felt missing was someone reporting on trends or breaking down complex skincare ideas in a way that felt approachable. So I decided to go for it: to create content that was both educational and editorial, alongside the more traditional how-tos.
Integrity is everything to me. I won’t promote a product I haven’t tried or don’t actually like, no matter the paycheck. And I refuse to lie about results or sensationalize things to get views. —Kristina Rodulfo
Has the audience changed now that you’re a content creator? We’ve noticed a lot of consumers have become cynical of media, saying it was all paid or sponsored. Do you get this reaction?
When I was writing for magazines, I didn’t really get real-time feedback from readers. People might read something on Elle.com or WomensHealthMag.com, but you never knew how it landed unless someone left a comment on Instagram. As a content creator, the feedback is instant. You can literally see the drop-off in a video and know exactly when people stopped watching.
I don’t totally agree that content creators are automatically more “authentic,” but I get why people think that. There’s this perception that we’re not tied to corporate interests. But creators also work with brands. We just handle it ourselves! Magazines have a whole sales team behind the scenes. Now, I’m the editor, creator, and sales team.
That balance is something I take seriously. Integrity is everything to me. I won’t promote a product I haven’t tried or don’t actually like, no matter the paycheck. And I refuse to lie about results or sensationalize things to get views. There’s a lot of fear-mongering on social media, like, “If you’re not doing this by 25, your skin’s doomed.” That kind of shame-based messaging might perform well, but it’s not my style.
At the end of the day, both creators and traditional media work with advertisers. So I don’t think one is inherently more trustworthy than the other—it depends on the individual. For me, authenticity means speaking in my own voice, not the voice of a publication. That’s been the biggest shift.
Speaking of integrity and authenticity, how do you pick the products that you feature? What is the ‘Kristina filter’ of what makes it on your page?
First is genuine excitement. If a brand has a founder I admire, a mission I believe in, or products that work for me, especially as someone with acne-prone skin. I’ve dealt with everything from hyperpigmentation and dark spots to irritation and itchiness, so when I talk about these issues, it’s from experience. I wasn’t blessed with flawless skin, which is both a challenge and a blessing. The good part is I can speak honestly about what works and what doesn’t. The downside? There’s always a new skin issue to deal with every other week!
I’m also big on sharing my empties. I want to normalize finishing products, not just because it’s more sustainable, but because it’s the best way to know if something really worked. I always say: There’s no such thing as overnight results, no matter what the internet says. For me, integrity means only recommending things I’ve truly used and loved.
A lot of content also comes from my DMs and weekly Q&As. I notice recurring questions, especially around hyperpigmentation, which is such a complex issue. Sometimes it’s even just friends texting me like, “What blush is Sabrina Carpenter wearing?” and that sparks a video idea.
And then, of course, there’s my identity as a Filipino-American. If something resonates with me culturally, I lean into it. I’ll think, ‘Is this morena-skin friendly?’ I love creating content for other morena Filipinas since that kind of representation still feels rare, especially in the U.S. I’ve done content like best nude lipsticks for morena tones or the most flattering blushes because I know how valuable that is when you don’t see yourself often in beauty media.
How difficult is content creation? Like, what do you want people to know about content creation that they don’t know or are assuming incorrectly?
A lot of my editor friends are going freelance now, especially with how much the media landscape is changing. And I always tell them: If you don’t enjoy creating content, don’t do it because it’s a lot. It might look easy, and that’s the point. You want it to feel effortless, like someone’s just on a FaceTime call with you or learning a beauty secret from a friend. But making something look casual and relatable takes serious effort.
Honestly, being a content creator is 10 times harder than being a beauty editor. I say that with zero exaggeration. People often underestimate the work that goes into content creation because everyone consumes content, so they assume it’s easy or not a “real job.” That perception is frustrating! When I left my dream job as a beauty director, people warned me—you’ll lose access, you won’t get invited to events, your credibility might take a hit. And yeah, I was terrified. There’s no roadmap for content creation. You figure it out as you go.
What I wish more people knew is just how much goes into making something look effortless. You’re not just on camera—you’re the writer, editor, audio engineer, lighting director, and CEO all at once. You’re constantly creating but also running a business. That pressure to always be “on” can take a toll on your mental health, too.
Content creation has opened so many doors I never imagined. The payoff can be huge, but it’s not as easy as it looks.
How did you voice out representation when you were in Elle and InStyle?
Being a Filipina in the media industry in the US can be really lonely. I would enter offices and meetings where I was the only Filipina, if not the only Asian. I was already in college when I met another Filipino editor, EJ Samson, who (at that time) was at Teen Vogue. Seeing him gave me so much motivation. I realized that I could be that person for somebody else.
Being Filipino isn’t just part of my identity; it shapes everything I do.
Growing up in the ’90s and 2000s, all I saw on magazine covers were thin, white women. I thought: ‘What if I could help change that from behind the scenes?’ That idea stayed with me.
The first time I realized I could make an impact as a Filipina was as a college intern at Elle in 2013. Typhoon Haiyan (Yolanda) had just devastated the Philippines, and while I was consumed with worry—my family’s from Bicol—there was complete silence about it at work. My fellow intern told the editor that I had a story in mind. I nervously pitched a story highlighting a grassroots relief effort run by Filipina women, and to my shock, it was published. That moment showed me how powerful it is just to be in the room.
Since then, I’ve made it a point to spotlight Filipino talent: interns, editors, makeup artists, cover stars, you name it. In 2021, as anti-Asian hate surged in the US, I felt an even greater urgency to use my voice. That’s what pushed me to leave my job, start creating content, and launch Pearl, my newsletter filled with the kinds of stories I wish I’d seen growing up. Being Filipino isn’t just part of my identity; it shapes everything I do.
Do you feel pressure to represent? As an Asian in the US, is it a must to represent your Filipino identity or “Filipino-ness” in beauty?
There’s no one way to be Filipino. As a Filipino American, I’ve always shared my personal experience, understanding it won’t reflect everyone’s. I grew up in a deeply Filipino neighborhood, surrounded by traditions, food, church festivals, and family. I’ve always felt proud and connected to my culture, which isn’t the case for everyone, especially those who grew up isolated from it.
That’s why I believe it’s never too late to reconnect. In college, I led the Filipino club at NYU, took Philippine history classes, and tried to deepen that connection even more. And while I used to worry that talking too much about being Filipino might limit me, working on Pearl, my newsletter, helped me embrace my identity fully. It’s the most meaningful work I’ve done.
I understand the nuances too, such as the valid criticisms around who gets to claim “Filipino-ness,” or how some diaspora creators might unintentionally exploit the culture. These are important conversations. Personally, I just try to come from a genuine, thoughtful place. My hope is always to be real—and to help others feel seen in the process.
Yes, it can feel like you’re between a rock and a hard place.
I think context is also so important. Growing up in an American environment where being Filipino wasn’t reflected in media or school, embracing my Filipino-ness became a way to ground myself—especially in a society that often minimizes, ignores, or even weaponizes it. That’s a completely different reality from growing up in the Philippines, where being Filipino is the default and never something you have to question.
In your opinion, how much further can we take Asian-American or Filipino-American representation in the global beauty space?
The beauty industry has become much more inclusive, especially in the last five to 10 years, with a growing number of Asian-founded brands, like Patrick Ta, Deepica Mutyala’s Live Tinted, Glow Recipe, and Tower 28. It’s exciting to see so many Asian voices thriving, though I do wish there were more Filipino brands in the US beyond Sunnies Face and Pili Ani, which have some presence here, there’s still a lot of room for growth. Inclusion doesn’t stop at founders—we need more Asian representation behind the scenes, too, from executives to creatives. The more diverse voices we have, the better the industry becomes.
What was your reaction when you found out that Allure was launching in the Philippines? Was that a milestone for the Philippine beauty industry?
Absolutely. When the news broke, I texted all my fellow Filipino beauty editors because I was so excited. Allure is the Beauty Bible, and I’ve worked with them and admired their gold-standard beauty journalism for years. My hope is that they bring that same level of depth and reporting to the Philippines, a country where beauty isn’t just a routine. I think it’s a deeply rooted value. Growing up, my mom always emphasized being presentable, and that mindset really shaped me.
I was thrilled to see Allure Philippines launching, especially with inclusive features like their morena beauty guide. It felt like a meaningful step. Funny enough, I was staying at the Peninsula (hotel) because I was in the country for a friend’s wedding, and their launch event was right there. I randomly ran into Jessica Cruel, the editor-in-chief—we interned together ages ago!
I just really hope Allure Philippines stays inclusive and goes deep into Filipino beauty culture, not just gloss over it. With Allure’s platform, they have the power to tell those stories in a truly impactful way.
You don’t visit the Philippines as often as you’d like. But coming here, did you have any expectations of F-beauty?
Definitely! I already had a sense of the Filipino beauty scene because I read The Beauty Edit. I follow local media like Preview and Mega, plus a lot of beauty creators based in the Philippines. Many of my followers are also Filipinos, so I’m constantly in conversation with them about local brands. Back then, I only associated Filipino beauty with things like Eskinol or papaya soap or Kojie San, but social media has totally changed that.
When I was in Manila, I went on a beauty haul with (beauty content creator) Belle Rodolfo, who’s my internet friend, and we finally met in real life. She took me to SM Beauty and made a whole product list for me. We spent hours exploring local makeup brands like Issy, Detail, GRWM, blk, Happy Skin, and Colourette. I bought so much! I was so impressed—the pigment, the packaging, the performance—it all felt on par with what I use from Sephora.
One thing I noticed though: while Filipino makeup is thriving, skincare isn’t quite there yet. People still seem loyal to legacy brands like Pond’s. I’d love to see more growth and innovation in local skincare. Another big takeaway? Filipino women really show up. Whether they’re flight attendants or sales staff, everyone looks polished, with lipstick, blush, and hair done. Even in the province, women are glam. As someone who also wears makeup even in the heat, I felt really seen.
Now that you’re here and you know what you know now, how did it feel giving up the ‘dream job’?
Today marks four years since I quit my full-time job. May 27. It still feels surreal. I remember how scared I was, second-guessing whether I was making a huge mistake. But looking back now, with everything I’ve experienced—the dream collaborations, joining the Sephora Squad, even seeing myself on a Times Square billboard—I wouldn’t trade it for anything.
The freedom I have today over my time, my creativity, and the space to pursue personal passion projects make all the difference. It was worth it. That’s not to say it’s always easy. There are days when I question the decision, especially when income is unpredictable or when brand payments are delayed. Running your own business and constantly creating content, all while navigating algorithms and trying to protect your peace is no joke.
But despite the hard days, I don’t regret it. Not for a second. I’m proud of how far I’ve come—and even more excited for what’s ahead.
What Kristina’s Loving Now
No gatekeeping here: Rodulfo reveals her beauty staples—and current favorites—from here and abroad. And in case you’re wondering, her go-to red lippie is a vivid blue red from Pat Mcgrath. (You’re welcome!)
CeraVe Hydrating Cleanser
P895, Watsons
Crystal Retinal (Retinaldehyde)
$55, Medik8
Even & Correct Exfoliating Pads
$60, SkinMedica
5% Benzoyl Peroxide Mask
$44, Sophie Pavitt Face
Stick Foundation
Dior, Rustan’s The Beauty Source
Yummy Skin Blurring Balm Powder
$25, Danessa Myricks Beauty
blk cosmetics Glossy Serum Stick in Orchid
P399, Lazada
Super Fluff Tinted Brow Gel
Maybelline
Lip Tracer
P445, Sunnies Face
LiquiLUST™ Lipstick in Elson 4
P2,000, Pat McGrath Labs
