Will Laurenson talks with Allegra Contatore, Head of European Communications at Sunday Riley, about how clean beauty brands balance fast-moving trends with consistent brand messaging. Allegra shares why tailoring influencer campaigns by product, market, and influencer is essential, and explains how Sunday Riley’s B Corp values shape their strategy. She highlights how Gen Z and male consumers are reshaping skincare habits, the importance of product efficacy in building loyalty, and the challenges of adapting communication across diverse European markets. A behind-the-scenes look at influencer strategy, sustainability messaging, and growth in the competitive skincare space.