Q+A with Beauty Editor, Beauty Consultant & and repeat Co-Founder Jayme Cyk

Jayme Cyk's experience in editorial, content, and commerce has truly lent itself to a unique and meaningful professional career. Jayme's career trajectory is largely influenced by her days in editorial, where she's spent time as VIOLET GREY's beauty director and market beauty editor for WWD. In recent years, Jayme's passion for storytelling has led her to found Cannonball Theory, a brand consulting agency where she helps to propel beauty brands to success by working with them to develop their brand stories; most recently, she's also co-founded mental health platform "and repeat" that highlights the importance of and correlation between your daily rituals and mental health. Read on to hear more from Jayme!

Q: You’ve spent time in beauty editorial at both VIOLET GREY and WWD. How did you get started in the industry, and how did it get you to where you are today?

I was fortunate enough to intern every semester while in college and living in New York City. I attended Parsons and pushed myself to hustle and make connections wherever I went. Those experiences helped me get my first job as the beauty assistant at WWD Beauty Inc. I was in that position for about 1.5 years and moved my way up as the mass market beauty editor writing about the mass market and indie brands. After around four years at WWD, I moved to Los Angeles to work at VIOLET GREY and had the unique role of being on the editorial side while curating all the products online and in-store. I like to say I was a buyer who didn’t deal with logistics. I got to wear my beauty editor hat, use my skeptic’s eye, and really discover what products were the best of the best by testing them alongside a committee of beauty experts. Based on my feedback, I relayed to the buying team what was worth stocking at VIOLET GREY.

Q: In 2019, you launched brand consulting agency Cannonball Theory. What about your time in editorial inspired you to work on the consulting side of things? Can you give us a bit of a walkthrough of the work you do at Cannonball?

When I worked in editorial at WWD and VIOLET GREY, I noticed that a lot of beauty brands sounded the same. From packaging to voice to formula, I wanted to help brands really find their unique point of difference through product copy and content creation. So for the past three years, I’ve done that with an array of brands. I work with brands of all sizes, but I love coming in at the beginning and seeing a brand flourish and grow.

Q: “and repeat” is a platform you co-founded in 2020 that focuses on highlighting stories of daily rituals that impact your mental health. It’s an amazing thing! We’d love for you to discuss further the ethos of the platform and the way that our everyday routines can play a role in mental health.

I co-founded and repeat with my husband, Ben Rabb, to normalize the conversation around mental health. I’m not an expert in the mental health space, I’ve just had my fair share of struggles, a lot that I’m still working through. Each week, Ben and I interview different people about the rituals that impact their mental health. We go to their home, shoot video content for our YouTube channel and shoot still photography, which is then featured alongside a written interview and promoted on Instagram.

I often find that people talk about mental health when they’ve healed and lately, I’ve found myself being more open and vulnerable as I’m going through it. It’s not easy, but I found that the support really makes me feel not so alone. At the end of the day, that’s our mission — for other people to read the stories we capture, find the commonalities, and realize they’re not alone.

Q: To the point of daily rituals, what are some non-negotiables in your daily routine?

When it comes to beauty, I’m skincare obsessed, but my routine is short. I want hardworking products, but I prefer to be in and out. I’m talking like three steps. Sometimes two in the morning because I only rinse my face in the A.M. versus doing a full cleanse. But at night I use The Nue Co. Barrier Culture Cleanser. I always take my supplements like Pure Encapsulations Probiotic 50B and Gossamer Dawn Tincture, and antidepressants daily. They help a lot with energy and functionality. But it’s important that I support that ritual with movement. Working out and trying to get 10,000 steps a day is really essential for my mood.

Q: What have been some of the most rewarding moments in your career thus far?

I’ve written a lot of stories I’m really proud of. Back in 2014, I wrote the cover story for WWD about how green juice is the new skincare. And in 2015, I wrote another cover story about how beauty vlogging has become so powerful that its basic premise serves up contradictory messages that can strain credibility. I’ve always paid close attention to the zeitgeist and we can’t deny that these topics are still very relevant. As a contributing editor, I still get to write for WWD and my latest piece is on psychedelics and how it will impact mainstream beauty and wellness product development, so I’m still very passionate about finding micro trends that will become macro.

As much as I love helping a brand launch and create meaningful content, I never tire of introducing people and making connections. For example, I introduced one of the new brands I work with, with a more well-established brand and they are working on an exciting and big potential project together. I’ll be honest and say I don’t give myself too many compliments, but I’m a really good networker and love creating new relationships and fostering those relationships.

Q: After years of working in the beauty space and in mental health-focused settings, what are some ways you find beauty plays a hand in boosting your self-confidence and in mental health as a whole?

I wouldn’t say that a product has ever boosted my confidence or mental health, but what beauty has done is made me better understand how to take care of myself and I think that’s more impactful than any one product. Also, after years of being in the industry, I can confidently say I’ve seen so much growth in myself and that has positively impacted my mental health. The beauty industry has a lot of work to do from a marketing perspective because for so long, it was about putting you down to build you up, but there are so many niche brands that are changing the game in that arena, which can hopefully help to instill self-confidence in consumers.

Q: As someone who’s worn various different hats along your professional life, where do you draw inspiration from?

I get so much inspiration when I have conversations with people one-on-one. Part of my job is networking, so I love talking to people about both things I know a lot about and things I know nothing about. In the last couple of years, I find myself more inspired by people I meet or even old friends versus art or film or TV (and I watch a lot of TV).

Q: What are some of your holy grail beauty products that you absolutely cannot live without?

My skin loves Doctor Rogers Restore Cream. It’s unscented and has a wonderfully rich texture that keeps me hydrated. I am a loyal user of Donna Karan Cashmere Mist Deodorant. No deodorant can top it.

I tend to get hormonal breakouts on my chin and sometimes closed comedones, so Differin Adapalene Gel is my savior. I also love Klur Supreme Seed Purification Mask. It contains kaolin clay, but also includes honey and cacao, so it’s both purifying and soothing. And lastly, Elta MD UV Clear SPF 46 sunscreen. It's my number one sunscreen for sensitive skin.

Rapid Fire Round

Q: Product you can’t leave home without:

Make Serum Balm in Pink Cerise.

Q: Favorite drugstore or budget find:

Differin Adapalene Gel 0.1% or Starface Hydro-Stars Pimple Patches.

Q: Worth the splurge:

Oui the People Matte Gold Sensitive Skin Razor.

Q: Recent discovery:

19/99 Lash Tint Mascara.

Q: Brand you wish more people knew about:

Terra-Tory.

Q: Your last beauty empty:

Doctor Rogers Restore Cream.

For more of Jayme's favorite products, check out her shop below