THE WHAT? The Estée Lauder Companies has appointed Lisa Sequino as President of its Makeup Brand Cluster, putting her in charge of steering the global strategy and growth of powerhouse makeup brands including M·A·C, Bobbi Brown, Too Faced, Smashbox, and GLAMGLOW, effective June 9, 2025.
THE DETAILS Sequino, a seasoned beauty executive with over 20 years of industry experience, returns to Estée Lauder after leadership stints at JLo Beauty and Supergoop!, where she was known for driving innovation and digital-first strategies. Reporting to Chief Brand Officer Jane Hertzmark Hudis, Sequino is tasked with accelerating consumer acquisition, advancing trend-driven innovation, and strengthening local market relevance across the company’s diverse makeup portfolio.
THE WHY? Estée Lauder’s strategic move underscores its commitment to revitalizing the makeup category after several challenging quarters, positioning it for stronger growth in a competitive global market. By bringing back a leader who blends deep company knowledge with indie brand agility, Estée Lauder aims to sharpen its focus on trend responsiveness, digital engagement, and generational reach — critical levers to capture the evolving beauty consumer.
Source: businesswire