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Missouri School of Journalism alumna is living her dream at a full-service ad agency

Alicia White credits Mizzou for helping her prepare for a successful career.

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Alicia White

Oct. 9, 2020

Alicia White, BJ ’19, is an agent for change within the beauty industry.

White is a junior strategist for Beauty@Gotham, a full-service ad agency whose primary client is Maybelline New York, the No. 1 makeup brand in the world. She works on brand and content strategy for Maybelline NY, which includes researching, developing campaign strategy and managing messaging priorities.

Recently, White had the opportunity to work on a product with higher pigments geared toward those with darker skin tones. The project was personal for White, who struggled finding makeup products that worked on her skin tone. “I was speaking for my 16-year-old self,” she said. “I was speaking for little girls who are going to pick up their first eyebrow pencil and need to feel confident.”

White has fulfilled many of her dreams in her short professional career. She has a job she loves, works with people who support her and is truly happy at this point in her life. More importantly, she gets to make a difference in the world. “Beauty products aren’t going to save a life,” White said, “but they can improve people’s self-confidence and decrease anxiety.”

More than a year has passed since her graduation from Mizzou, and she’s still surprised how her dream job came together. “If it wasn’t for Mizzou, I wouldn’t be where I am today,” she said.

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