Janna Mandell is a San Francisco Bay Area-based strategic advisor and journalist covering everything beauty: innovative companies, runway and industry trends, disrupting indie brands, the green beauty movement, and the spa industry. She has been called a trend-spotter by industry peers for her early coverage of trends like the Korean beauty craze and the natural beauty boom years before hitting the mainstream. In her reporting, she has interviewed everyone from CEOs to celebrity makeup artists to Gwyneth Paltrow. Janna has written several in-depth company profiles for Forbes and the S.F. Chronicle on companies like Benefit Cosmetics, e.l.f., and FOREO. Janna has also created marketing content for Kendo brands Marc Jacobs Beauty and Kat Von D as well as acted as a strategic consultant for other companies. Previously, she was an executive on Wall Street, running strategy, business development and sales for an electronic trading company.