Kayla Villena is the head of beauty and personal care at Euromonitor International. She analyzes changing consumer preferences, megatrends influencing adjacent industries, and the ripple effects from industry disruptors and innovators. Leveraging custom consulting experience at Euromonitor, Villena works closely with stakeholders to understand their strategic goals and communicate how to win, synthesizing beauty insights. She also speaks at industry events and has contributed to numerous publications.