Nicole Saunders
Beauty Editor • Commerce Expert • Content Strategist
Hello!
For nearly a decade, I’ve helped NBCUniversal, Hearst, Warner Bros. Discovery, and Penske Media navigate the shifting commerce editorial landscapes. I work with legacy and upstart publications to create data-driven content strategies that transform beauty and lifestyle coverage into high-revenue engines.
Elevating Beauty Into A Top-Performing Revenue Driver
As the Beauty Editor at Women’s Health, I lead the vertical’s best-in-class skincare, makeup, hair, and celebrity-related commerce content.
My work sits at the intersection of translating complex science into WH’s authoritative-yet-approachable voice across product reviews, how-tos, and sales. Under my leadership, the beauty vertical achieved significant monthly and yearly organic revenue growth.
In addition to owning the beauty commerce coverage, I support major print features, including our tentpole Skincare, Beauty, and Fitness Awards.
Data-Driven Journalism and Access
Some days I’m deep in PubMed and NIH studies. Other times, I’m analyzing Parse.ly data to check for story virality and using Looker to assess revenue growth. I regularly secure covetable exclusives with the biggest names in Hollywood and sports, including Jennifer Garner and Diana Flores. I also interview their glam squads, such as Teyana Taylor’s hairstylist Nikki Nelms.
Beyond the research, I prioritize hands-on testing experience, ensuring every recommendation is backed by real-world experience. You’ll often find me on the phone with dermatologists and cosmetic chemists to strengthen my reporting and deliver the science of beauty to readers.
Architect Awards and Franchise Development
Before joining WH, I developed high-stakes project management skills by spearheading the first-ever Best New Beauty Awards at Hearst’s Best Products.
• The Process: I spearheaded the year-long project from start to finish, defining the testing parameters and submission process of nearly 2,840 contenders to select only 28 winners across five categories.
• The Strategy: I managed a complex, cross-functional workflow with six key internal teams and external brand and PR teams to boost sales, amplify article clicks, and secure social media cross-promotion.
• The Impact: I successfully drove five-figure brand partnerships and landed a digital billboard in Manhattan.
Founding Member of NBC’s Shopping Team
Prior to joining Hearst, I was the first-ever Associate Commerce Editor at NBC News, where I built the skincare and wellness verticals from the ground up. I wore many hats in our scrappy, fast-moving commerce division. I spearheaded SEO content strategy, owned sales coverage—Prime Day, Black Friday, and Cyber Monday—and helmed deal alert coverage across key partner sites. My editorial and SEO plans consistently drove millions in monthly traffic, content ranked first on the SERP for our keywords, and delivered the team’s highest revenue to date in 2020 and 2021.
Master of Crafting Engaging Fact-Based Stories
My top-performing commerce, news, and service stories are featured across CNN, Cosmopolitan, Billboard, Harper's Bazaar, The Hollywood Reporter, Well+Good, and more.
From reporting on breaking Meghan Markle news to interviewing Dua Lipa and landing 22 exclusives for Billboard in three months, I leverage my relationships with industry insiders to deliver only the best, fact-checked articles. I'm equally at ease interviewing notable doctors, reporting on the latest Johnson & Johnson sunscreen recall, and documenting Lady Gaga's red carpet beauty history through the lens of her longtime hairstylist, Frederic Aspiras.
Let’s Connect!
For job and speaking opportunities, kindly use the contact form. Please note that PR pitches sent through this site will be ignored. All pitches relevant to my scope at Women’s Health can be shared via my Hearst email. We can connect on LinkedIn, and you can follow me on Instagram to keep up with my product testing and beauty industry adventures.