Is Influencer Marketing Dying? Industry Expert Explains
February 23, 2026
In this episode of ShelfLife, we sit down with Maria Plaza, CMO at MiiN Cosmetics, the brand that helped bring Korean beauty culture to Europe and turn it into a scalable omni-channel business.
Maria shares her unconventional journey from law and economics to leading marketing and digital for a fast-growing beauty brand.
🎯 She breaks down:
• Why brand vs performance is a false trade-off
• How marketing is becoming conversational
• The real role of AI in a CMO’s decision-making
• Why influencer marketing (as we know it) might disappear
• How to localize strategy across different European markets
• What community-led growth really means
• How to connect qualitative sentiment with hard performance metrics
We also explore her personal philosophy, from trekking near Everest Base Camp to silent retreats, and how clarity, intuition, and purpose shape leadership decisions.
This episode is for founders, marketers, brand builders, and anyone curious about the future of marketing in an AI-first world.
If you’re building a brand, managing growth, or navigating marketing today — this conversation will challenge how you think.
🎙️ Welcome to Episode 09 of ShelfLife — the CPG podcast by Phyllo, where we uncover the untold stories behind the world’s most iconic brands and the people who build them.
👀 See what you can build with Phyllo: https://www.getphyllo.com/
In this episode of ShelfLife, we sit down with Maria Plaza, CMO at MiiN Cosmetics, the brand that helped bring Korean beauty culture to Europe and turn it into a scalable omni-channel business.
Maria shares her unconventional journey from law and economics to leading marketing and digital for a fast-growing beauty brand.
🎯 She breaks down:
• Why brand vs performance is a false trade-off
• How marketing is becoming conversational
• The real role of AI in a CMO’s decision-making
• Why influencer marketing (as we know it) might disappear
• How to localize strategy across different European markets
• What community-led growth really means
• How to connect qualitative sentiment with hard performance metrics
We also explore her personal philosophy, from trekking near Everest Base Camp to silent retreats, and how clarity, intuition, and purpose shape leadership decisions.
This episode is for founders, marketers, brand builders, and anyone curious about the future of marketing in an AI-first world.
If you’re building a brand, managing growth, or navigating marketing today — this conversation will challenge how you think.
🔗 Check out Miin Cosmetics: https://miin-cosmetics.com/en
📢 Learn more about Phyllo:
🌐 Website: https://getphyllo.com
📩 Email: contact@getphyllo.com
📱 Beacons: https://beacons.ai/getphyllo
👀 See what you can build with Phyllo: https://www.getphyllo.com/
In this episode of ShelfLife, we sit down with Maria Plaza, CMO at MiiN Cosmetics, the brand that helped bring Korean beauty culture to Europe and turn it into a scalable omni-channel business.
Maria shares her unconventional journey from law and economics to leading marketing and digital for a fast-growing beauty brand.
🎯 She breaks down:
• Why brand vs performance is a false trade-off
• How marketing is becoming conversational
• The real role of AI in a CMO’s decision-making
• Why influencer marketing (as we know it) might disappear
• How to localize strategy across different European markets
• What community-led growth really means
• How to connect qualitative sentiment with hard performance metrics
We also explore her personal philosophy, from trekking near Everest Base Camp to silent retreats, and how clarity, intuition, and purpose shape leadership decisions.
This episode is for founders, marketers, brand builders, and anyone curious about the future of marketing in an AI-first world.
If you’re building a brand, managing growth, or navigating marketing today — this conversation will challenge how you think.
🔗 Check out Miin Cosmetics: https://miin-cosmetics.com/en
📢 Learn more about Phyllo:
🌐 Website: https://getphyllo.com
📩 Email: contact@getphyllo.com
📱 Beacons: https://beacons.ai/getphyllo