As part of its expansion programme to recruit exceptional talent, luxury techmedia company BURO.Global has appointed Sophie Beresiner in the newly-created role of Beauty & Style Director ahead of its UK flagship launch of luxury lifestyle destination for affluent millennials, BURO 24/7. An award-winning* journalist with over 15 years of experience, Beresiner joins BURO 24/7 from ELLE UK, where she spent seven years as Beauty Director, working across digital, print and social channels. Beresiner pioneered a new vanguard of Beauty Director that used the power of social and multi-media to become at once educator, influencer and also friend to her loyal audience, bringing them inside the world of luxury beauty and breaking down its walls. Based at the company’s new HQ in Soho London, Beresiner’s role as Beauty & Style Director has been designed to appeal to her creative acumen, while giving her the freedom to expand her remit beyond beauty and into lifestyle and culture. Known for her stand-out beauty shoots and compelling writing, Beresiner has developed an established influential profile as an approachable, practical beauty expert with an in-depth knowledge of products and trends, with a significant and engaged social media following of 29.5K followers on Instagram and 11.9K followers on Twitter. Beresiner is also a contributor to The Times, where her weekly Mother Project column has attracted a new audience to the paper, with a substantial increase in numbers of online registrations. Joining Beresiner on the BURO 24/7 team is Phoebe J McDowell, most recently Beauty Editor at The Sunday Times Style. With an alternative approach to beauty writing, McDowell brings further experience and high industry regard to underpin the importance of the beauty category to BURO 24/7 and its audience.

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