LTK wrapped the second annual LTK Beautiful brand summit in Miami! LTK Beautiful brings together top Beauty leaders, visionaries and LTK Creators for exclusive insights, keynote speakers, and inspiring conversations. This event showcased the power of the Creator economy in shaping the future of the Beauty industry.

Kicking Off LTK Beautiful 2025

To kick off this year’s LTK Beautiful event, LTK partnered with Sephora to host an immersive event at the iconic Deliliah’s in Miami. The gathering brought together over 50 Miami-based beauty creators and celebrated Black-owned brands. Highlights of the evening included innovative live activations, such as personalized perfume engraving, creating a truly immersive and inspiring atmosphere.

A Look Inside LTK Beautiful Brand Summit 

The LTK Beautiful brand summit started off with sunrise yoga on the beach and breakfast at The Edition Hotel! The event was kicked off by a warm welcome from Kristi O’Brien, GM Brand Platform, LTK.

Keynote Session: State of The Industry with Amber Venz Box 

LTK’s Co-Founder and President, Amber Venz Box led the keynote session on where the industry is headed in 2025, and announced the launch of The New LTK Experience, a consumer community experience to grow your audience like never before. 

Here are some of the key takeaways:

1. The Creator economy is growing exponentially:
96% of brands say that Creator marketing will have a higher budget, or play an increased role in strategy.
2. Social Media isn’t social anymore:
74% of consumers say social media is no longer social, and connection is what they want the most. 50% of Gen Z and Millennials said they are looking for community elsewhere.
3. Consumers trust Creators most:
73% of Gen Z consumers rely on Creators for purchase decisions.

Fireside Chat: Pioneering Influence in Beauty with Sephora

LTK’s Kristi O’Brien, GM of Brand Platform chatted with Sephora’s Megan Black, VP of Digital Marketing and Media, who leads the visionary team behind their creator strategies. This discussion focused on how Sephora is shaping the future of beauty marketing and growing at a double digit pace by building community, enhancing customer experiences and leveraging Creators for full funnel growth.

Panel: The New Beauty Consumer

LTK’s VP and Head of Brand Partnerships, Stephanie Sandbo, moderated an engaging panel with leaders from top beauty brands. They discussed how their brands are harnessing Creators to connect with Gen Z, drive beauty trends, foster community, and spark virality in today’s dynamic beauty landscape.

Speakers:

• Alyssa Barnett, Brand Engagement Lead, Multi-Brand, L’Oreal CPD
• Joanne Sulit, CMO, The Outset Skincare
• Sherry Jhawar, Executive Leadership Team, GXVE Beauty & BeautyBio

Lunch Break at Matador Terrace 

LTK Beautiful guests enjoyed lunch outside at Metador Terrace where they had an opportunity to connect and chat among one another. 

Fireside Chat: EMARKETER with Amber Venz Box

The second half of the afternoon started with a fireside chat among LTK’s Co-Founder and President, Amber Venz Box, and EMARKETER’s Senior Analyst, Social Media, Minda Smiley. They covered topics such as the changing social media landscape, how influencer marketing has evolved over the past year, and how AI is playing a role in the industry. 

Panel: Building Brand Love

Maybelline’s Head of Brand Engagement, Sarah Shaker, and top beauty Creator Kelli Anne Sewell sat with LTK’s Lauren Inganamort to discuss strategies for successful creator collaborations. This session explored how brands are building meaningful connections with their audiences through the power of creators.

2025 LTK Beauty Insights: A Beautiful Community

LTK’s Ally Anderson, Director of Strategy and Insights and Rodney Mason, Head of Marketing Brand Platform, shared Beauty findings from LTK’s shopper study and LTK’s national consumer brand study conducted with Northwestern University.

Join our webinar, “A Beautiful Community,” to access these insights!

Creator Panel: The Power of Beauty Creator Communities

The final panel of the day focused on the power of building strong Creator communities. Moderated by LTK’s VP, Head of Creator Agency and Partnerships, Reesa Lake, this panel included top LTK Beauty Creators Victoria Lyn, Melis Cifcili, and Thespina Parianos. 

LTK Beautiful Creator Event

To close out the day, 100 of LTK’s Miami-area Creators with a cumulative social following of 24M+ attended the LTK Beautiful Creator Happy Hour sponsored by Maybelline with interactive activations for their Teddy Tint, Superfluff, and Lumi Matte Foundation products. 

Learn more about how you can get involved with upcoming LTK Soireé events!