beauty industry Kristina rodulfo

Filipino Influencer Kristina Rodulfo is Redefining the Beauty Industry One Post at a Time

Inclusivity, making waves, and a killer hair care routine.

The beauty industry is slowly but surely shifting towards a more inclusive approach. With mainstream brands creating a wider range of products that cater to a bigger pool of users and smaller BIPOC-owned brands getting more visibility, inclusivity is on the rise.

Kristina Rodulfo, beauty expert and content creator, is leading the way with her diversity-conscious content. Rodulfo was previously a magazine Beauty Director and worked for over a decade as a magazine editor at publications like ELLE, Women’s Health, InStyle, POPSUGAR, and more. In 2021, she took the leap and became her own boss. She now works as a consultant for beauty brands and a creator full-time.

A More Inclusive Beauty Industry

Growing up in New York City as a proud daughter of Filipino immigrants, Rodulfo considers it her mission to make the beauty and media industries more inclusive. Using her journalistic eye and reporting experience, she shares insider tips about celebrity beauty, product reviews, beauty services, tutorials, and more.

beauty industry Kristina rodulfo long balayage strands
Photo credit: Kristina Rodulfo

Rodulfo’s impact is undeniable. The beauty expert’s Instagram DMs are filled with other women of color who are grateful for her beauty recommendations that cater to their particular needs.

“I believe that simply showing up in people’s feeds as I am helping others who look like me feel less isolated by the beauty industry,” Rodulfo shares. “The more my platform grows, the more I hope my mission to expand what is possible for people like me reaches others. I know what it feels like to not see yourself reflected in all the media you consume. It’s lonely and fuels a lot of self-doubts. I hope to be the person I wish I had when I was younger for someone else.”

A Passion for Representation

The responsibility to ensure equal representation in the beauty industry doesn’t solely rest on Rodulfo’s and other creators’ shoulders. The industry at large has a lot of work left to do. Rodulfo says that as much as the beauty industry has moved forward in terms of inclusivity, white supremacy is still an integral part of the way our culture understands beauty.

“More often than not, “beautiful” means a white woman with Eurocentric features,” Rodulfo says. “On top of that, women of color are far too often not catered to in beauty aisles. Whether it’s having tan Filipina skin like mine and being unable to find a foundation shade that doesn’t make you orange or a hair product that’s meant to be “universal” failing to work on someone with curly hair.”

Seeing the inner workings of the industry and seeing how it affected her perception of her own features has made Rodulfo passionate about prioritizing representation in her work.

Overall, inclusivity as a value should be prioritized everyday, not just when there are extra eyeballs because of the news cycle…”
Kristina Rodulfo


How the Beauty Industry Can Do Better

In Rodulfo’s expert opinion, it all starts behind the scenes and at the top.

“There need to be more women of color who are not only beauty brand founders and CEOs but also executives in major decision-making roles. It also depends on people not part of BIPOC communities taking responsibility to create opportunities, hire, and uplift people of color so that there is more diversity, whether you’re in the lab formulating a product or casting models in an ad campaign.

“Overall, inclusivity as a value should be prioritized every day. Not just when there are extra eyeballs because of the news cycle or because of dedicated heritage months – there needs to be an active effort from everyone to break the cycle of racism in the beauty industry.”

Rodulfo recommends starting by diversifying your own feed. Take note of the people who show on your Instagram feed. You can start by expanding who you are exposing yourself to on a daily basis.

kristina rodulfo long balayage hair
Photo credit: Kristina Rodulfo

A Low-Heat Hair Routine

As a beauty expert, Rodulfo has tried thousands of products over the years. She has her own routine down to science.

“I wash my hair every two days. This has worked best for me since my scalp tends to get greasy if I go any longer! I like to apply conditioner on the ends first to coat them in moisture. Then I apply shampoo and wash it all off together. For treatments, I like applying hair oil after washing, and I’ll do a moisturizing hair mask once a week.

“I brush with a specialized detangling brush so that I don’t stress out my hair or cause breakage. I sleep on a silk pillowcase and only use a microfiber towel to dry my hair.”

Rodulfo says that she typically air-dries her hair to keep it healthy. She will follow up with an air styler that’s less damaging than a standard hot tool to style her strands!

Travel Hair Care Tips

While traveling abroad over the last few months, Rodulfo says that a travel-sized hair mask has been a lifesaver. She also credits a detangling leave-in conditioner spray for keeping her hair tangle-free after the beach! She says that dry shampoo is also key for travel. It allows her to cut down on styling time that could be spent exploring instead!

If you’re looking for a leave-in conditioner to stash in your suitcase on your next travel adventure, we recommend Nexxus Weightless Style Prep & Protect Leave-In Spray. This formula is infused with hyaluronic acid and elastin protein to smoothly and easily detangle hair. You should also try a hyaluronic shampoo and conditioner to enjoy this amazing ingredient’s hydrating benefits.

All Things Hair would like to thank Kristina Rodulfo for sharing her story and expertise with us! You can learn more about Kristina and follow her on Instagram @KristinaRodulfo

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