Beauty Store Business magazine - January, 2020

L'Oréal Paris Names Beauty Guru

YouTube/L’Oréal Paris Destination Beauty channel

L’Oréal Paris has named Connecticut-based Dianna Hampton as winner of the brand's search for the next rising Internet beauty vlogger in its "Be the Next Beauty Guru" contest.

Hampton's winning video—titled "From a Bare Face to Glamour and Grace"—shows women how to create a dramatic, red-carpet beauty look at home. Her submission was chosen from nearly 1,000 entries for its clear step-by-step instructions, production quality and gorgeous end beauty look, say L’Oréal Paris officials.

"I really hoped I would be the winner, but knew there was steep competition as there are so many talented gurus out there in the online-beauty video community," said Hampton. "I have been using L'Oréal Paris products since I was a teenager, so I could not be happier about the news. I love creating videos filled with tips and tricks that help real women look and feel their best."

Hampton’s prize includes having her video shown on YouTube and L’Oréal Paris’ Destination Beauty channel—which features aggregated content of popular beauty vloggers—a trip for two to New York City and a year's supply of L’Oréal Paris cosmetics, haircare, haircolor and skincare products.

Hampton has been making beauty-tutorial videos since 2010, as she transitioned from corporate work to full-time motherhood. Her interest in beauty started in her youth and carried into adulthood. She is a former beauty pageant competitor, who regularly tested out a variety of beauty products and application techniques. As a result, she became a go-to aficionado within her social circle, providing makeup for local photo shoots, weddings and special events.

You can follow L’Oréal Paris and Hampton's beauty coverage via Facebook, Twitter: @LorealParisUSA, @beautigasm and at

[Image courtesy of PRNewsFoto/L’Oréal Paris]