December 8, 2023
e.l.f. Beauty has appointed Jennie Laar as senior vice president, chief commercial officer effective May 16, 2022. She will report to Tarang Amin, chairman and chief executive officer and will succeed Rich Baruch, who will take on a CEO role outside of the company.
 
“Jennie is a dynamic leader with a passion for developing high performing teams which perfectly aligns with the culture at e.l.f. Beauty,” said Tarang. “She has delivered exceptional results in entrepreneurial environments and has strategically architected meaningful relationships with retailers. We are thrilled to have her join us!”


About Jennie Laar

With a 25+ year career in beauty and retail, Laar joins e.l.f. most recently from Forma Brands, where she was senior vice president, Global Wholesale. During her tenure, Laar built her team from the ground up leading sales and elevating the organization’s capabilities as the business evolved from one brand to a multi-brand portfolio. She was instrumental in developing the strategy and execution, growing Morphe into a multi-million dollar wholesale business. She was also involved in the expansion of emerging prestige brands such as Jaclyn Cosmetics, Bad Habit Skincare and most recently the launch of r.e.m. beauty by Ariana Grande at Ulta Beauty.
 

Prior to her role at Forma Brands, she served as the vice president, Sales & Merchandising at Bare Escentuals where she led the retail store merchandising function and then the wholesale business. She also spent over 10 years at The Body Shop focused primarily on product development and merchandising. She was responsible for the company’s makeup, skincare and men’s product lifecycle management, including new launches, pricing & promotional strategies, visual merchandising, marketing plans & inventory management.
 
“I am so excited to join e.l.f. Beauty,” exclaimed Laar. “I am inspired by the team’s renegade spirit, thirst for disruption and desire to go beyond traditional beauty boundaries. With a compelling portfolio of brands, I am excited to drive retailer growth, both domestically and internationally.”
 
“It has been an honor and an unforgettable journey being part of e.l.f. Beauty and helping build our talented team,” said Rich Baruch. “While it is hard to leave, I am excited that Jennie will bring her incredible sales expertise and experience to e.l.f. Beauty.”


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e.l.f. Cosmetics and Dunkin’ recently unveiled a limited-edition makeup collection that offers an array of donut and coffee-inspired shades, shapes, textures and scents.

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