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NewBeauty's Editorial Video and Interactive Director Susan Yara hails from a small town just outside of Sante Fe and studied journalism at University of New Mexico with dreams of being a news reporter on her mind. During her last semester of college Yara moved to New York for an internship at MTV and, wanting to get the most of her time in the city, called up local news station News 12 and offered to work for free on the weekends. Her hard work and persistance paid off. As both of her internships were coming to an end, Yara was in the running for a position at the station as she traveled back home to compete for Miss New Mexico. The day of the pageant, she received a call that she had gotten the job she was so hopeful for and took that excitement into the competition. "Apparently, I was the first Miss New Mexico to ask if I could think about it," Yara said of taking home the big crown.
After her duties as New Mexico's leading lady and the Miss America competition were over, Yara went back to New York where her job at News 12 was waiting. Her dream of working in hard news had been realized and she learned the ropes quickly as a one woman show in the Bronx. That's right, she hit the mean streets of New York alone, got the footage she needed and edited everything together herself. After a year, Yara left and went to Forbes.com, a position she credits with giving her that first taste for beauty writing, where she was a lifestyle writer and anchor reporter. Upon leaving that post, Yara chose the freelance route, writing for outlets like People Magazine before moving to LA and holding positions at Total Beauty and Bella Sugar.
In 2011, New York-based NewBeauty saw an opportunity to set-up shop in Santa Monica's Fred Segal and reached out to Yara about assembling a team and doing on-camera content for the site. With a strong focus on skincare, NewBeauty produces a quarterly magazine and loads of online content including the daily videos that Yara and her team are busy filming, producing and writing scripts for right out of their offices inside Fred Segal. Each day brings a different type of video: NewBeauty body, Tips and Tutorials, Tea Time Beauty Chat (aka "Google Hangout"), Beauty Inspiration, Product Videos and the recently launched Beauty Experienced. Yara is right in the center of it all.
We set down with queen of all-things beauty at Fred Segal's Comfort Café where we found out a few of her beauty secrets, guilty pleasures and that one trend she would love to see disappear.
What are you drinking today?
"I am drinking carrot and ginger juice. I love ginger because it has a little bit of a kick."
Wine or Beer?
What is your all-time favorite romantic comedy?
"Mall Rats, does that count?"
Pasta or Burrito?
Biggest beauty secret?
"I think people should give botox a shot but go to a board certified dermatologist or board certified facial plastic surgeon. A lot of people don't realize how well botox can be done and I think it can really liven your face. But take into account, once you're doing it-you're doing it. There's no stopping. Go to the right doctor and talk to them about what you want. Finding the right dermatologist can change your life. Skin is your best accessory."
What is one trend you would like to see disappear?
"Kitten heels. Terrible. Unless you are?no, I'm not even going to get into it. Nobody should wear kitten heels. Period."
I would never leave home without ___.
Sequins or Denim?
What is the best party you've ever been to?
"My wedding in Punta Mita, Mexico. We rented this house that looked like a Columbia drug lord owned it. It was this big white house called Casa China Blanca and a friend of ours had gotten married there a couple of years before us and we saw her pictures and it was beautiful. This big white house overlooking the ocean and it was so peaceful and so beautiful. There was a lot of Don Julio Tequila involved!"
What is your happy hour order?
"Anything with Don Julio Tequila."
Early or Late?
What is your must-have beauty product?
"Retin-A. Prevention is the key."
What is your guilty food pleasure?
When you were younger, what did you want to be when you grew up?
"CEO of a company. I thought I was going to run something and I was going to tell all the men what to do."
What are you favorite iPhone apps?
"One of them is fashion related, Poshmark. You basically build a closet and post pictures of the clothing and accessories that you own are trying to sell. You can look into other people's closet. It's social shopping. You don't feel buyer's remorse anymore because you can always sell it in your Poshmark closet. Another app that I think is genius and I wish I would have come up with is Tastemade. If you love food and you like to take pictures of it, this takes it to the next level and helps you create a one minute video. It's Instagram meets Yelp meets Youtube, but better."
Boy Band or Rock Band?
What is the secret of life?
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