Teresa de la Cierva is a Spanish journalist specializing in beauty, health, and lifestyle, known for her long career at the newspaper ABC. She has established herself as a leading voice in journalism and has promoted platforms such as the blog “La Polvera,” where she combines information, trends, and opinion.
How do you define your place in the transformation of journalism in the face of the rise of influencers?
“Before, the journalist acted as a filter: selecting, verifying, and hierarchizing information. Today that filter has practically disappeared, and we coexist with a constant avalanche of voices—many of them valuable, but also others driven more by visibility than by knowledge. In this new scenario, my place is not to compete for immediacy—because there will always be someone faster—but to contribute something that cannot be improvised: judgment, context, and rigor.
The influencer has democratized beauty, making it more accessible, more aspirational, and more dynamic. But precisely for that reason, the role of the journalist becomes even more relevant: we are the ones who bring order, who explain the “why” behind each trend, who differentiate real innovation from mere noise.
I understand my work as a kind of “translator” between the industry and the consumer. It is not just about saying which product or treatment is trending, but about explaining what is behind it: what evidence supports it, for whom it is suitable, and what real results can be expected.
I do not compete with influencers; I complement them. They inspire; we interpret. They generate desire; we provide trust. And in a sector like beauty, where skin, health, and self-esteem are at stake, that trust is not a luxury: it is a necessity.”
How has the public’s relationship with beauty changed since you started until today?
“When I started, beauty was mostly aspirational. There were very defined models—actresses, icons, magazine covers—and the goal was to get closer to that ideal. The conversation was quite one-directional: brands proposed and the public followed.
Today the relationship is much more complex and, also, more interesting. Beauty is no longer just about appearance but has become a form of identity. We have moved from “I want to look like” to “I want to feel good about myself,” from a single canon to a plurality of references, ages, styles, and narratives.
This has a very positive side: there is more freedom, more diversity, and greater acceptance of reality. Concepts such as pro-aging, well-being, and skincare as health—not just aesthetics—have gained ground.
But there is also a less friendly side: we live surrounded by stimuli, fleeting trends, and contradictory messages, and comparisons. Never before has so much been said about beauty… and yet it has never been so easy to feel lost.
And there lies, once again, the challenge—and responsibility—of those of us who communicate beauty: to help separate useful information from mere noise.”
What value do you give to knowledge over image in this sector?
“Image is the entry point, but knowledge is what decides whether you stay. In my field, everything comes through the eyes, and a texture, packaging, or immediate result can generate desire in seconds. But what truly sustains that promise over time is what is not seen: formulation, technology, evidence…
Image seduces, yes, but it can also be fleeting. Knowledge, on the other hand, builds trust. And trust is what truly creates loyalty.”
A book you always recommend?
"The Elegance of the Hedgehog, because it reminds us that the most interesting beauty is the one that is not displayed, but discovered.
At a time when everything seems designed to attract attention—on social media, in image, in aesthetics—this book defends exactly the opposite: depth, sensitivity, kindness, intelligence… everything that is not always visible at first glance, but what truly remains.”
What importance do you give to shoes in your daily life?
“They are my literal and emotional support. A good pair of shoes can change your attitude, your posture… even your mood. They are that silent detail that, without making noise, says everything.”
What place in the world would you like to explore wearing your friulanes?
“Italy. I would travel across it entirely with my husband, without rushing, getting lost among palaces, churches, and narrow streets, letting each step teach us something about its history.”
