Meet the Team

Samantha Freedman

CEO & Co-Founder

Margot Vitale

COO & Co-Founder

Chanelle Ho

Content Manager

Samantha started her career as a beauty journalist over 11 years ago, working across titles including Tatler, Grazia and She is equipped with fantastic product knowledge, industry insights and brand connections. Samantha started Curate Beauty (previously Just Add Beauty) in 2017, successfully adding beauty to fashion retailers, salons and fitness studios. She has implemented innovative cross-marketing initiatives to help boost brand awareness and encourage sales for both parties.

Margot joined the Curate Beauty team in 2019 handling finances and logistical operations. She previously worked in luxury fashion merchandising at Saks Fifth Avenue and as an optimisation specialist for brands selling within Amazon's Luxury Beauty program. Together with a Masters from the London School of Economics in Behavioural Science, her experience has equipped her with advanced retail acumen and proficiency in data driven process design for digital retail platforms.

Chanelle previously worked on the Grazia magazine beauty desk, following a stint at British Vogue. She went on to Porter Magazine (Net-a-Porter) where she worked closely with the buying team, delving deep into global market insights, alongside interviewing celebrities, influencers and brand founders. More recently Chanelle has utilised her skills to lead social content strategies for large beauty corporations, as well as copywriting and producing beauty marketing campaigns.