Amy Choi

Amy ChoiJun 8, 2026

𝐇𝐎𝐓 𝐓𝐀𝐊𝐄: 𝐓𝐡𝐞 𝐛𝐞𝐚𝐮𝐭𝐲 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐢𝐧𝐯𝐞𝐧𝐭𝐞𝐝 𝐢𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠. 💄 Hear me out - OGs like Michelle Phan, Kandee Johnson, Tati Westbrook, and Jaclyn Hill were building beauty empires on YouTube long before "creator economy" was even a term. Why? Because beauty is the only category where people genuinely need to see how something works on someone who looks like them - same skin tone, age, hair texture, you name it. That's influencer marketing in its purest form. These women built empires before brands even had a strategy. 💋 I've been a beauty girl for as long as I can remember. I graduated from Lip Smackers to Bonne Bell Lip Lites lipgloss in Cappuccino to Juicy Tubes and MAC Lipglass, with Stila Cosmetics Lip Glaze and Hard Candy somewhere in between. If you're Gen Z and have no idea what I'm talking about, that's okay... but also can we please petition to bring back Bonne Bell Lip Lites!? I digress. 😆 As I grew older my beauty needs evolved too, including pivoting towards more clean brands. Beauty has always been deeply personal for me, not just professional. And as luck would have it, my career took me right into the heart of it. Back in 2013, when we were seeing this shift of "bloggers turned influencers" I was deep in the influencer and experiential space, working with beauty brands like TRESemme, Nexxus, L'Oréal, Nordstrom Beauty, and LORAC Cosmetics - before the playbook even existed - at events like NYFW, Coachella, SXSW, and the VMAs. We were figuring it out in real time, building brand partnerships, creator programs, and live experiences that helped set the foundation for what this industry looks like today. Which is why I'm beyond thrilled to share that I've joined the Tamara Group ( under VaynerX) as 𝐕𝐏 𝐨𝐟 𝐂𝐀𝐈𝐓 (𝐂𝐫𝐞𝐚𝐭𝐨𝐫𝐬, 𝐀𝐟𝐟𝐢𝐥𝐢𝐚𝐭𝐞, 𝐈𝐧𝐟𝐥𝐮𝐞𝐧𝐜𝐞𝐫 & 𝐓𝐚𝐥𝐞𝐧𝐭) leading the creator and influencer strategy for the one and only iconic retailer..... ULTA BEAUTY! 🧡 🩷 Full circle. Back to my beauty roots, with a powerhouse brand and a killer team behind it. It's been an incredible 2 weeks thus far immersing myself with the best and kindest team so far and look forward to building best in class campaigns & activations together ✨ 🚀 Dylan MacNamara, Kristie Matfus, Lauren LoBello, Sheena Ortiz Berino, Noel Pescetto, MBA, Catherine Garcia

Amy ChoiJun 19, 2026

I went to HaSalon last weekend and did what I always do. Told my server my allergies. Watched them walk back to the kitchen. And waited - hoping my list didn't get lost in translation. Then they came back with this. The server & chef had taken my menu and crossed out every dish I couldn't eat. Some noted the modifications. Written my allergens at the top — gluten, dairy, eggs, shellfish, peanuts, corn — so nothing was left to chance. I've been dining with 7 food allergies for years (6 of them were new when I turned 30 so navigating the dining out scene with my new life was an ever evolving, learning experience) This was wonderful customer service and I have experienced this a couple of times - but not every restaurant does this. This is what I'm building and exactly Edere does - except you get it before you ever walk in the door. Why should we be solving complex menu analyzation in our heads & guessing what we can have on the menu. Imagine seeing a customized, personalized menu based on your dietary needs. I believe in a world where we should have menus personalized to you not the other way around. Any where that food is served - 𝐟𝐨𝐨𝐝 𝐭𝐡𝐚𝐭 𝐟𝐢𝐭𝐬 𝐲𝐨𝐮. We're flipping this on its head at Edere. HaSalon did this by hand because they cared enough to. We're building the infrastructure with the vision to make it the standard everywhere. Whether you have allergies, dietary needs & preferences, 𝐣𝐨𝐢𝐧 𝐭𝐡𝐞 𝐰𝐚𝐢𝐭𝐥𝐢𝐬𝐭 𝐭𝐨𝐝𝐚𝐲 𝐚𝐭 www.thankyouedere.com. App launch is just around the corner! 💫 Restaurant Operator? Would love to get your menu verified on our platform! hashtag #buildinginpublic hashtag #startup hashtag #foodtech hashtag #restauranttech

Amy ChoiJul 6, 2026

While everyone else is buzzing and talking about Taylor Swift's wedding... let me cue you in on something else that's remarkable ✨ A small activewear brand found out Taylor was wearing their product ... because of a Slack notification from Archive. When Taylor wore POPFLEX's Pirouette Lavender Skort 💜 , the internet went completely unhinged. Their two-person team didn't find out from frantic scrolling or a screenshot someone texted them. They got a Slack notification. Automatically. In real time. That skort ended up referenced in a song on The Tortured Poets Department, by the way 😉 Before Archive, POPFLEX was managing 1,500 influencers by hand - screenshotting posts, logging everything in spreadsheets. Miss a day, miss the moment. Now nothing slips through. Every tag, every mention, every Taylor-level surprise, all captured automatically with Archive You can't predict when your brand is about to go viral. But you can make sure you don't miss it when it does. Your Taylor Swift moment could be happening right now....would your team even know? 👀 hashtag #ArchivePartner // https://go.archive.ai/jic