About MARÍA JOSÉ CUEVAS
Behind every narrative that challenges traditional beauty standards is María José Cuevas, an editor who doesn’t just document the industry—she transforms it. As Beauty Editor at Quién and La Gaceta, her work goes beyond trends: she questions, amplifies, and celebrates diversity, shaping a new language where authenticity is the ultimate luxury.
Her vision has been forged through pages, conversations, and a unique sensitivity to the shifts that define our era. Every story she writes is a space claimed for representation, every edition she curates is an invitation to see beauty through a different lens. With a master’s degree in Fashion and Beauty Communication from Universidad Carlos III de Madrid and a career marked by in-depth analysis, María José has turned beauty into an act of identity and empowerment.
From editorial rooms to the industry’s most influential forums, her mission is clear: to challenge the status quo and give voice to those who were once unheard. In a world where beauty has been shaped by imposed standards, she paves the way for everyone to see themselves reflected in the evolving narrative—without filters, without limits.
How has your perception of beauty changed since taking on a leadership role, and how has this evolution influenced your professional decisions?
It has changed by making me realize that, although it may sound cliché, true beauty is really on the inside. Therefore, virtues like respect, understanding, humility, and sincerity are always the best “products” you can use to stand out in all the roles you play, as well as in the different circumstances of your life.
What strategies do you use to balance external pressures about appearance with your personal values of beauty and authenticity?
Reminding myself that my worth comes from who I am and that striving to be a better person in all areas of my life is what truly matters; moreover, I have established my beauty routines as a key moment in my day to connect with myself and indulge in some self-care.
What is the most significant lesson about beauty that you have applied in your life, and how has it shaped your approach to empowering others?
Consistency is the key to success, and not giving up on anything you do (from small habits like applying sunscreen every day) will make a real difference in you.
How do you use your influence to redefine beauty in a way that empowers women and promotes authentic representation?
When I talk about beauty topics, my focus is always on how they can be a tool to bring out the best version of yourself, encouraging people to see the world of beauty as an ally in achieving that ultimate self-confidence.
What challenges have you faced in attempting to change the beauty narrative in your environment, and what were the keys to overcoming them?
We are constantly bombarded by the beauty standards set by society, so trying to change this narrative is not always an easy task, as you can often find yourself caught up in it. However, it’s about finding that balance between feeling good without having to strictly adhere to stereotypes. Working on yourself, both mentally and physically, is the key to overcoming them.
How do you think beauty standards are evolving, and what role should the media play in shaping them?
I believe there is increasingly more inclusion in the world of beauty, where trends and brands are focusing on involving everyone. This is evident as many media outlets are also striving to include greater diversity in their content and publications, featuring a wider range of skin tones and different body types. I think this should be just the beginning of a new way of telling stories, where there truly is a place for everyone.
How do you incorporate your personal values into your beauty rituals, and how does this influence your well-being?
For as long as I can remember, my mom has always had a good beauty routine. In fact, I remember going with her to department stores to buy her products. Now, every time I go through my skincare steps, I turn them into a special ritual just for me, cherishing those memories forever.