Meet Krista Bennett DeMaio

We were lucky to catch up with Krista Bennett DeMaio recently and have shared our conversation below.

Krista, first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.
I wanted to be a magazine editor ever since I was a little girl. I remember well-intentioned family members and friends telling me that it would be a hard field to get into and that maybe I should seek something else. But I was determined. Yet, I always thought my early success in the industry was a series of happy little accidents. The fashion editor who hired me as an intern at YM magazine? She must’ve been desperate. The same goes for my first boss at a startup, Grace magazine. When I got my next job as an associate beauty editor at Redbook, I often wondered if I was the second choice. It took me a long time to realize that I had a bad case of imposter syndrome. It’s something that many people, especially women, struggle with. We never feel quite qualified enough. I overcame this by stepping back and looking at my career more objectively. There were no coincidences or accidents, just years of hard work and dedication that gave me a proven track record of being a trusted employee, editor, and writer. And finally, I began to trust myself and my skills.

When I founded LI Beauty Scene, a website that’s dedicated to the local beauty industry on Long Island, where I live, I struggled with promoting myself as an expert in my field. Once again, it was imposter syndrome rearing its ugly head. And once again, I looked at skills from a more objective lens. I’ve been in the industry for over 20 years. I’ve worked with top publications, editors, and brands to produce engaging beauty content. “I got this!” I told myself. I am qualified.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I’ve been in the media and beauty industry for 22 years. I started my career in the beauty department at a small startup magazine and then went on to work and write for major women’s magazines, including Redbook, Shape, Oprah, Women’s Health magazine, and many more. In 2021, mid-pandemic, I had the urge to start something new, and LI Beauty Scene was born. At that time, no site or publication was solely devoted to beauty on Long Island. And in my own freelance writing, I often tapped big-city experts and major brands. I wanted to give the local beauty industry the same opportunity. My goal is to celebrate and elevate the Long Island beauty industry and provide the same quality content I have for big titles, only now with a Long Island angle. I write articles about beauty trends and profiles with beauty pros on my website. I create regular content for my growing Instagram page, @libeautyscene. And I’ve been doing media segments as a beauty expert on beWell, a morning show from News12 and Cheddar. In 2024, I decided to rebrand LI Beauty Scene as Pretty Local, a digital publication that covers beauty, lifestyle, and wellness in local neighborhoods. The focus is still on Long Island, but I plan to bring the concept to other local markets over time.

I’m proud of the community that LI Beauty Scene has created, made up of beauty professionals and enthusiasts alike. I have some exciting things unfolding in 2024 that will bring more content and introduce my content to a much broader audience. I’ll also be working with some really amazing, reputable beauty professionals.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
The three qualities that most impacted my journey were perseverance, integrity, and the willingness to always improve. Breaking into magazines wasn’t easy, and sometimes, I didn’t feel good enough, but I wouldn’t give up. There were jobs I didn’t get, promotions I didn’t make, or assignments that didn’t get the rave reviews I’d hoped for, but I never stopped trying.

I also came up through the magazine industry at a time when editorial and advertising were kept very separate. These days the lines are blurred. I try really hard to keep that same sense of journalistic integrity I learned as a young editor. I’ll never write about a product or a treatment simply because I’m getting paid to do so. It’s also very important to me to produce content that comes from well-vetted sources. I want my audience to trust me and the content I put forth, and that can’t happen unless I’m authentic and have integrity, and choose sources and experts who also possess these qualities.

Lastly, I am confident in my abilities and skills, especially after two decades, but I know there is always room for improvement. I can always be better at what I do as a writer, as an editor, and as a business person. It’s important to surround yourself with people who will help you become better, even if that means taking constructive criticism from them. It’s how we learn and grow. And you’re never done learning or growing.

Do you think it’s better to go all in on our strengths or to try to be more well-rounded by investing effort on improving areas you aren’t as strong in?
To my last point about developing a willingness to improve, it’s important to invest in areas you don’t feel strong in, especially if you’re a solopreneur like myself. I’ve always considered myself a creative. My strengths are creating and writing. I am also very visual, which has helped with design and producing photo shoots. I’m not as strong in business or marketing, and I’m also naturally introverted. But now that I have my own business, I need to develop those skills that don’t come naturally to me. This year, I hired a business consultant to help me develop a sustainable business plan and to help market myself as an expert as well as Pretty Local. As I previously mentioned, surrounding yourself with people you can learn from is very important. I’ve also had to step outside my comfort zone as an introvert and attend events solo, network with new people, and even engage in public speaking. Last year, I spoke at a gala. I was nervous, but I told myself that I was qualified to speak on the topic at hand, and I did it. And now every time I do a public speaking engagement, it feels easier and easier.

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