Emily Schuman, the 28-year-old US blogger behind Cupcakes and Cashmere, has been named ’s social media and digital guest editor.
The new role will see the popular blogger write posts for the beauty brand’s website, which will then be featured on Facebook, Twitter and YouTube.
Schuman has expressed her excitement over the collaboration. I love beauty. For anyone who has never looked at my blog, I do a lot of how-tos,” she explains. I am constantly wearing red and pink and orange lipsticks and will experiment with any nail polish. They are some of the most well-received posts that I do, so I feel like it was a very natural fit to work with a brand that I love.”
And it seems the feeling is mutual, with Estée Lauder’s global brand president Jane Hertzmark Hudis revealing that she loves to think of Schuman as the brand’s ideal customer. She’s an entrepreneur,” Hertzmark Hudis says of the blogger. She is authentic about what she likes and what she doesn’t. I love that.”
