Announcing Glossier’s New VP of Brand, Kleo Mack
Ali Weiss, SVP of Marketing
I am thrilled to announce that Kleo Mack is joining Glossier as VP of Brand on April 19. In this role, Kleo will be leading the growth and evolution of Glossier’s global brand as we build the future beauty company, overseeing our brand marketing, brand strategy, consumer insights, and social media teams.
Kleo is a passionate and creative marketer who brings over a decade of beauty industry experience to Glossier. Most recently, she served as VP of Corporate Strategic Marketing at L’Oréal, where she drove company-wide marketing strategies in close collaboration with their CMO. Prior to that, she spearheaded IT Cosmetics’ European launch, and held various U.S. marketing positions at brands like Tarte Cosmetics and Pureology. When I first met Kleo, we connected over our passion for building brands that are meaningful to everyday life—brands that connect consumers with “the now.” In that conversation, what resonated with me most was her perspective that beauty is first and foremost about a feeling (not products, physical appearance, or routines), which is a philosophy that has always been core to our beliefs at Glossier.
Kleo is joining as Glossier’s first VP of Brand at a time when this function has never been more exciting or important. We’re on a mission to inspire everyone to find joy and confidence in their personal beauty style, and core to that effort is introducing Glossier to more people in more places. We're just getting started: today, we have millions of customers across seven countries, and 2 in 5 women ages 18-34 in the U.S. have heard of Glossier. Kleo’s creativity and appetite for scale make her an ideal leader as we become an increasingly global company and bring new offline and digital experiences to life this year and in years to come.
More broadly, the beauty industry is at a critical inflection point, with a potential post-COVID boom on the horizon. The landscape couldn't be more different than the one Glossier was born into—there's no shortage of new, independent beauty brands for consumers to pick from, e-commerce has experienced a multi-year acceleration in the space of a year, and the role of social media is changing as new formats for self expression emerge. Amid these dramatic industry shifts, Glossier’s digital-first approach and focus on community, content, and conversation have never been more resonant, and I’m so excited to have Kleo as a partner in scaling our brand and building a company that helps define this next era of beauty.
