Pretty Local US

We built something special on Long Island by spotlighting the pros and places that make their communities more vibrant, connected, and confident. Now, we’re expanding—because local isn’t just the heart of the beauty, wellness, and style industries. It’s the backbone, too. From facials to fitness studios, boutiques to barbershops, these are the people shaping what real-life beauty and self-care look like. And they deserve to be seen. ✨ Follow @prettylocal.us to discover (and share) the best in local beauty, wellness, and style—wherever you are. #PrettyLocal #PrettyLocalUS #SupportLocal #smallbusiness #shoplocal

Pretty Local Founder: Krista Bennett DeMaio And then there's me! I'm not on my board, but with so many new followers (thank you and welcome!), I'd like to introduce myself. My name is Krista Bennett DeMaio. I have over 20 years experience as a beauty editor/writer in print, digital, and on-air. My work has appeared in magazines, including Women's Health, Oprah, Cosmopolitan, Allure, SELF, Shape (and many more that no longer exist), and websites such as healthcentral.com, bhg.com, makeup.com, realself.com, prevention.com, etc. I've done on-air beauty segments for CBS, WPIX11, and more recently, be Well, the morning show from News12 and Cheddar. I'm the daughter of a hairdresser. I love the trade, but I've always been more of a words person. So, when I realized I could make a career out of writing about hair and other aspects of beauty, I was all in. Realizing the need for LI-focused beauty content, I launched LI Beauty Scene in 2021. I recently rebranded as Pretty Local (my blog name), with plans to expand coverage to include style, wellness, and fitness. (There are plans for LI Beauty Scene, too.) The advisory board I've just introduced you to includes many women I have worked with throughout my career. They have ties to Long Island and a presence in the larger beauty industry. It's a sizable board that isn't complete! My goal is to have two professionals represent every major beauty category. I will defer to these experts as needed so I can do what I do best: create content. Pretty Local will continue to feature local beauty, style, and wellness businesses and experts (big and small) while connecting you to news, trends, and pros in the national industry. Follow along as we discover and explore what's hot and hidden in your neighborhood and right next door! Have a topic you want me to cover? Drop it in the comments below. * * * * * * * * * * * * * #longislandbeauty #longislandhair #longislandmakeup #longislandskincare #longislandbrows #longislandnails #beautyblog #beautyexpert #smallbusinesslongisland #longislandblogger #discoverunder5k #bestnewyork #495 #localbeauty #localbeauty #prettylocal #libeautyscene

We’re growing—and we want your help! Pretty Local started with one goal: to spotlight beauty, wellness, fitness, and fashion spots where you live. Now we’re taking that mission nationwide. ✨ Know a local pro, boutique, studio, or spa you love anywhere in the US? Tag them in the comments. We just might feature them! Let’s discover, explore, and support the best that’s just-next-door. 💫 For national beauty, wellness, and style news and spotlights on local hotspots all over the country, follow @prettylocal.us . #prettylocal #supportlocal #shoplocal #supportsmallbusiness

This is a different kind of Mani Monday. Because it’s also Melanoma Monday, the first Monday of Skin Cancer Awareness Month. Melanoma can show up on the hands, feet, and under nails—areas people don’t always think to check. Acral melanoma (ALM) is rare (about 1–3% of cases), but it’s more likely to be diagnosed later because of that. As Kavita Mariwalla, MD, president of @asdsskinmd and Pretty Local Pro Advisory Board Member points out, melanoma can develop on the soles of the feet—and most people simply aren’t looking there. For clients: Take a moment to look at your natural nails and skin when the polish is removed. For pros: You’re seeing these details up close, regularly. That quick “you may want to have that checked” conversation can be life-saving. For more details, check out the full story on prettylocal.com. Link in bio.

Pretty Local Columbus with celebrity makeup artist Ashlee Glazer From Long Island to Columbus, celebrity makeup artist and Pretty Local Pro Advisory Board Member Ashlee Glazer is proving great glam isn’t tied to a zip code. Now based in Ohio, she’s heading back to New York tonight to cover the Met Gala live as a guest beauty commentator on NBC’s NY Live (7:30PM 👀). Before stepping out to cover one of fashion’s biggest stages, she let Pretty Local in on her full prep, spotlighting the Columbus pros who got her camera-ready (and Long Island’s @karmabeautystudio ). And that’s exactly why this matters: incredible beauty talent exists everywhere, and we’re on a mission to highlight it city by city. Tune in tonight and click link in bio for her full Met Gala prep diary. ✨

Not just a social media trend! These are beauty horror stories I hear all the time. And exactly why Pretty Local exists. Discover. Explore. Next Door - prettylocal.com

Here’s my Pretty Local PRO PSA: Get the pics! I’ve been working with beauty professionals for over 20 years, and I have come across MANY, in all sectors — from behind the chair to marketing pros — who don’t have professional headshots. And then a writer like me interviews them and asks for a pic to feature, and they’re scrambling to find a good one of them alone. It doesn’t have to be an elaborate photo shoot if that’s not your thing (or not in the budget), but having a few high-resolution, professional shots in your back pocket can be the difference between a pro who gets featured and one who doesn’t! Need a photographer? I happen to know a few! This lovely photo was taken by @solqa.media , who always takes stunning solo shots of the Industry Night panelists. They’ve become a perk of being on my panels. 😍

New Industry Night panelist added: Dawn Spinner Davis We can’t talk about the future of beauty without talking about AI. And not just for content. It’s changing how people search, discover, and decide who to book—and that has real impact on your business. So we’re adding one more voice to the panel: Dawn Spinner Davis — a content strategist and beauty expert whose career has evolved alongside every major shift in media, from print to digital to SEO and now AI. She’s held editorial roles at Harper’s Bazaar, Cosmopolitan, Lucky, POPSUGAR, and TotalBeauty, and led large-scale brand content strategy for companies like L’Oréal and the New York Stock Exchange. Now, she helps brands stay visible as audience behavior—and technology—rapidly evolves. If you’ve been wondering how AI actually affects you as a beauty or wellness professional, this is the conversation. 🎟️ Tickets are moving—lock in your spot. Visit link in bio to sign up today

The March Pretty Local Hot List is here, an edit of what’s catching my eye across beauty, style, and wellness. 💄 Mini miracles → @jonesroadbeauty Miracle Balms now in mini sizes 🦋 Whimsical jewelry → like this jeweled butterfly from @charleskrypell ✨ Wake-up glow → @emmybeenewyork H2O Glow Tanning Water 💅 A French, reimagined → modern tips by @doneebylex 🍷 The devil wears @londontownusa → Lady Luck on Anne Hathaway by @ginailsinc What are you trying this spring?

Ever wonder how beauty brands know which trends are about to explode? It often starts with data. Larissa Jensen is Senior Vice President and Global Beauty Industry Advisor at Circana, the firm that tracks retail sales and consumer trends across skincare, makeup, fragrance, and haircare. Her insights help beauty brands and retailers understand what people are buying, what categories are growing, and where the industry is headed next. Her expertise is regularly featured in major outlets including The Wall Street Journal, The New York Times, Bloomberg, Vogue, and Women’s Wear Daily, and she speaks at leading beauty conferences around the world. At Industry Night, Larissa will bring the big-picture perspective, sharing insights on emerging trends, shifting consumer behavior, and what beauty professionals should be paying attention to right now. I’m excited to bring this kind of industry insight to our community. April 13 | 6–8 PM Victoria Elizabeth, East Northport Tickets at prettylocal.com/events Get ‘em early! They are moving fast.

Meet the panelist for the Spring Industry Night: @ashuntasheriff Celebrity makeup artist and founder of Ashunta Sheriff Beauty, Ashunta has worked with clients including Taraji P. Henson, Zendaya, Alicia Keys, and other leading women in film and television. Known for her ability to enhance natural beauty while creating unforgettable red-carpet looks, she has built a career that bridges artistry and entrepreneurship. She’ll be joining our panel to discuss trends shaping the beauty industry, the evolution from artist to founder, and what today’s beauty professionals need to know to stay ahead. Ashunta has the best energy — and I’m so glad she’s coming to share it with all of you. Don’t miss it. April 13 | 6–8 PM Victoria Elizabeth, East Northport Tickets at prettylocal.com/events

The Hot List is back! Now a monthly feature — and even more local. In this issue: 👁 A lapis lazuli evil eye medallion from @cosenzanyc 💧 The right way to use body oil — from @meadowandbark 💅 A gemstone-inspired nail combo from @nailsby_mariaortiz ✂️ A stunning butterfly cut and color by @thescissorsammurai @signature.hairsalon 🥂 And a spring Industry Night tease — save the date! What are you eyeing?