Amanda Flores, Editorial Director at Prose
Like many first-generation Latinx-Americans, Amanda Flores is quick to credit her parents, who hail from the Dominican Republic, for her hustle mentality—particularly with navigating the magazine industry and making the leap to brand content as Editorial Director at Prose.
“[My parents] worked so hard just so that I could start at a level that they needed to get to all by themselves—from scratch,” she says. “Seeing that determination and can-do mindset has helped me to always pursue my goals no matter what.”
I’m so excited for you to meet this mujer de magia. Keep reading to learn more about her career trajectory as well as what being Latina means to her.
Grace Gavilanes: You’re an accomplished journalist and now an editorial director at Prose! What has that journey been like for you and did you always know you would be where you are today career-wise?
Amanda Flores: I had no idea this is where I’d end up, especially not when I was younger. I’m not sure I thought too much about who was writing the words behind the brands I loved. My aspirations were much more traditional. I wanted to be a YA author like Judy Blume and write books that tapped into our adolescent emotions. I later changed direction and found myself at NYU with a double major in Magazine Journalism and French—little did I know I’d work for two French companies! I’m lucky enough to have been on staff at a few really great publications, including as the Beauty Director at Latina magazine, and then after that I spent a few years at L’Oréal running two websites, Makeup.com and Skincare.com. I’m now at a haircare startup, Prose, and am loving it. I can honestly say each place I’ve worked has been a truly unique experience and I wouldn’t have it any other way. Working at Latina was the real career trifecta for me: beauty, writing, and my culture, but I eventually made the decision to move brand-side in order to challenge myself. After almost a decade in magazines, it felt like the right next step.
GG: Looking back, is there something you would have done differently in your career?
AF: There isn’t a specific thing, no. I’m really happy where I am and with the path that led me here. Each stop felt like the right next step along the way. As a beauty editor, I got to hone my skills as a writer, editor, and reporter. I played with beauty products for a living (tell that to my 13-year-old self!) and I also got to meet and interview a few amazing Latinas like Shakira and Eva Mendes. And now, working for a brand I get to see more directly how my writing impacts what people are interested in as consumers. Making the necessary pivots to write for different audiences has only strengthened my skills as an editor and content creator.
GG: Imposter syndrome is a very real thing in our community. Have you experienced it? If so, how have you overcome those feelings?
AF: Oh yes, for sure! It’s a constant battle. It’s really hard to quiet that voice in your head that questions whether or not you’re good enough or if you’ve really earned your seat at the table. It’s definitely gotten quieter over time but the voice is still present. There are studies that talk about how women feel like they can’t take a new job or go for a promotion unless they meet all of the criteria in the job description whereas men typically go into an interview or a new role with the mindset that they are skilled enough to grow into it. It’s ironic because as a Latina, you see these stereotypes or media portrayals of us being loud and taking up a lot of space, but in the work environment I don’t think we always feel empowered to be heard or to be that confident woman. As someone who is naturally more reserved and introverted, it takes that much more of an internal push for me to really accept that I am in the right place, that I do deserve to be here, and that I should be heard.
GG: What advice would you give to someone hoping to pursue a career in beauty and editing?
AF: It can be a pretty competitive industry so be sure to carve out your own place. It’s important to really think about your personal identity and how it’s tied to what you want to pursue. As a Latina, we’re fortunate to be a part of multiple cultures and experiences. We straddle two worlds in a way. Tap into that. The more personal your goals are to you, the more passionate you will be, and therefore the harder you’ll work for success. I would encourage them to find a network or a community, even if it’s just two or three people, who can serve as sounding boards or as your personal cheerleaders. Feeling isolated in any kind of challenging experience, whether it’s work or not, makes it that much harder. But whatever you do, have fun along the way. There’s a lot of hard work ahead but being in a creative field means there are also many opportunities to grow and enrich yourself.
““The more personal your goals are to you, the more passionate you will be, and therefore the harder you’ll work for success.” ”
GG: How would you say your cultural background and upbringing influenced the person you are today?
AF: When I stop to think about how my parents came from the Dominican Republic to a new country and learned a new language and still managed to have successful careers, I’m in complete awe. They worked so hard just so that I could start at a level that they needed to get to all by themselves—from scratch. Seeing that determination and can-do mindset has helped me to always pursue my goals no matter what. It means so much to me to come from a culture that is rooted in support. My family has always believed in me. My dad is still excited for my book to come out one day!
GG: What advice would you give 13-year-old Amanda if you had the opportunity?
AF: I would tell her to be okay with being her true self. You don’t have to be the loudest person in the room to be the most confident. It turns out that quiet observers turn out to be pretty good storytellers. Oh, and write everything down. Document all of your awkward moments, your fun experiences, your heartbreaking memories. We need it all for that book papi's still waiting for.
GG: What does being Latina mean to you?
AF: Wow, just so many things. Adjectives like, “warm,” “powerful,” and “chameleon” come to mind. But those words aren’t meant to describe an entire group of people. They are words that come together to form this beautiful and complicated picture of what it means to be Latina. I also think that specifically for our generation and in the time that we’re living in right now, it means freedom. The freedom to challenge preconceived notions. The freedom to voice our opinions more fiercely and to carve our own path. It’s about finding that balance between being the best mamis, daughters, career women, partners—you name it—and to know we can be any mix of those things without limitations. I think that’s what all of the women in generations ahead of us worked so hard for. To give us that freedom.
