Kayla Villena is a senior analyst at Euromonitor International based in Chicago. She analyses the beauty and personal care industry, looking at changing consumer preferences, megatrends influencing adjacent industries, and the ripple effects from industry disruptors and innovators. Leveraging custom consulting experience at Euromonitor, she works closely with stakeholders to understand their strategic goals and communicate how to win, synthesizing beauty insights with Euromonitor’s retailing and digital consumer systems, as well as Euromonitor’s Beauty Survey and Via Pricing systems.

 She has spoken at industry events, such as in-cosmetics North America, Cosmoprof North America, MakeUp in New York, and several Jefferies’ events. She is a regular contributor to Natural Products Insider and Beauty Packaging and has been featured in Bloomberg, The Wall Street Journal, CosmeticsDesign and Glossy, among other publications.

 Kayla holds master’s and bachelor’s degrees in communication from the University of Florida.