Cutting Through the PR Puff

Chanella, who recently made it into the prestigious Top 100 Asians in Tech list, received the support of the alumnae community with an Emerging Talent Award grant in 2019 to help her launch the beta version of her ON Beaute website.

In 2022 the current platform was launched with a bold vision to revolutionize the beauty platform landscape. ON Beaute is the first and only beauty aggregator of product reviews from experienced beauty editors, journalists, buyers, makeup artists, qualified dermatologists and aestheticians. Her ambition for the platform is to become the rottentomatoes.com of the beauty industry.  

Chanella says: "In an industry full of marketing and paid content, beauty consumers deserve a fair playing ground before spending their hard-earned money on ineffective products. I founded ON Beaute as a commitment to provide that. My platform has never been more relevant as we leverage generative AI to enhance our capabilities and drive even greater value for our readers and clients.”

With over 12 years of experience in global digital and e-commerce roles within the beauty industry, Chanella wanted to create a space where authenticity reigns, providing direct access to elite expertise without the distortions of paid marketing and brand influence.

In the new 10 Minutes With series, Chanella sits down with key industry figures for candid, unsponsored, and unfiltered conversations. Her goal is to bring readers closer to the key figures and change-makers who shape the industry, as well as reveal the beauty products they actually use. Contributors include Senior Skincare Buyer at Space NK Emily Montila and influencer and content creator Maya Williams. You can watch their interviews, and the others in the series on their Instagram channel: https://www.instagram.com/onbeauteofficial.

Chanella says: “We're committed to fostering a genuine and inclusive beauty conversation. ON Beaute helps our readers efficiently research beauty products and provide direct insight into those used by the elite members of our industry.

“Breaking away from the typical publishing business model, we remain free from sponsored content. No brand can influence or pay for the editorial content or product scores you see across our platform. Think of us as your beauty safe space where independence and neutrality is paramount.”