Glossier, the beauty brand known for its millennial and Gen Z appeal, is entering a new era of revitalization as it welcomes three new faces to its all-women executive leadership team. The company recently announced the promotion of Kleo Mack to the role of chief marketing officer. Mack, who previously held the position of senior vice president, global marketing, replaces Ali Weiss, who left Glossier last July.
Kleo Mack brings a wealth of experience to her new role at Glossier, having spent six years at L’Oréal before joining the beauty brand in 2021. Glossier’s announcement highlights Mack’s accomplishments in increasing brand awareness among young American women to an impressive 50%, as well as the successful launch of Swiss Miss Glossier Balm Dotcom.
Glossier also welcomed Chitra Balireddi as its new chief commercial officer. Balireddi will be responsible for managing ecommerce, retail, and wholesale operations at the company. With a strong background in similar roles at prestigious companies like Chanel and the Boston Consulting Group, Balireddi is poised to make a significant impact at Glossier.
In addition to the new hires, Glossier promoted Marie Suter to the position of chief creative officer. Suter’s creative expertise will be invaluable in shaping the brand’s future aesthetic and product offerings.
Glossier CEO Kyle Leahy expressed confidence in the new leadership team, stating in the announcement, “Glossier is a generation-defining brand on year 9 of a 100-year trajectory.”
The beauty brand has faced its share of challenges in recent years, like many direct-to-consumer (D2C) businesses. Layoffs and management changes have marked Glossier’s journey, as well as the underwhelming performance of Glossier Play, a line of vibrant cosmetics. Recognizing the limitations of its all-digital, D2C business model, Glossier made the strategic decision to move into wholesale.
Last month, Glossier products became available in 600 Sephora stores across the United States and Canada. However, the company remains committed to its own experiential retail stores, boasting locations in cities like Brooklyn, Atlanta, Washington D.C., London, Los Angeles, Philadelphia, and Seattle.
In a nod to its revitalization efforts, Glossier recently reopened its flagship store in New York City’s SoHo neighborhood. The New York Times dubbed the store “a selfie palace, a Gen Z beauty Disneyworld,” signaling that Glossier’s appeal to its target audience remains strong.
One notable feature of the flagship store is a large New York City subway-style mosaic, showcasing white, red, and pink tiles forming roses. The brand’s empowering mantra, “You look good,” is artfully integrated into the tile design, reflecting Glossier’s commitment to making its customers feel confident and beautiful.
As Glossier enters this new phase of rebuilding, the all-women executive leadership team, with its fresh perspectives and extensive experience, is poised to guide the brand to even greater heights in the world of beauty and retail. With a renewed focus on expanding its reach and enhancing the customer experience, Glossier is set to continue its evolution as a generation-defining brand.
