Estée Lauder Strengthens Makeup Division with New President
Amsterdam, vrijdag, 30 mei 2025.
Estée Lauder Companies has announced that Lisa Sequino has been appointed as the new president of their makeup brand cluster, a role she will undertake on 9th June. Sequino will report to Jane Hertzmark Hudis and will lead the strategic direction and global growth of renowned brands such as M·A·C, Bobbi Brown, and Too Faced. After a successful career at Supergoop! and JLo Beauty, Sequino returns to Estée Lauder with over twenty years of experience in the beauty industry. This comes at a time when the company aims to strengthen its makeup segment following a recent 9% drop in sales for the quarter that ended on 31st March. Sequino’s appointment signals Estée Lauder’s commitment to innovate and attract consumers by enhancing digital and social initiatives.
Transformation in Beauty Retail: Innovation and Growth Strategies
In the ever-evolving beauty retail sector, strategic adjustments and innovations are crucial to gain a competitive edge. With the recent appointment of Lisa Sequino as president of Estée Lauder Companies’ makeup division, the company underscores its focus on intensifying innovation within the makeup segment [1][2].
Market Expansion and Sales Strategies
Estée Lauder is focusing on the growth of their makeup products by strengthening their global market position. Sequino will take the helm in leading the strategic direction of brands like M·A·C and Bobbi Brown, to explore new opportunities and drive business results [1][2]. This comes at a time when the company’s makeup sales have declined by 9% in the last quarter to $1.04 billion [3].
Digital Transformation and Omnichannel Innovations
Sequino’s vision includes an emphasis on digital and social media initiatives as key strategies to win contemporary consumers [4]. This omnichannel approach is designed to reinforce brand relevance across various geographical regions and bridge the gap between physical stores and online experiences [5][6].
The Impact of New Leadership
With a background that includes prestigious roles at Supergoop! and JLo Beauty, Sequino brings a wealth of experience and strategic insight to Estée Lauder [1][7]. Her appointment is vital for identifying consumer trends and accelerating innovations that directly impact the market positions of prominent brands in the global beauty industry [8][9].