Glossier is in rebuilding mode, adding three new faces to its all-women executive leadership team. That includes the promotion of Kleo Mack to chief marketing officer from senior vice president, global marketing.
Mack replaces Ali Weiss, who left the company last July, shortly after founder Emily Weiss (no relation) stepped down as chairman. Before joining Glossier in 2021, Mack spent six years at L'Oréal.
In its announcement, Glossier calls out Mack's work increasing brand awareness to 50% of young American women, as well as the launch of Swiss Miss Glossier Balm Dotcom.
The company also hired Chitra Balireddi as chief commercial officer, responsible for ecommerce, retail and wholesale. Previously, she held similar roles at Chanel and the Boston Consulting Group.
And it promoted Marie Suter to chief creative officer.
"Glossier is a generation-defining brand on year 9 of a 100-year trajectory," said Kyle Leahy, CEO of Glossier, in its announcement.
Like many D2C brands, Glossier hit plenty of speedbumps in recent years, causing layoffs and changes in management. Glossier Play, a line of brightly colored cosmetics, did poorly. And it made the strategic decision to move into wholesale, an admission that the all-digital, D2C business model that fueled its early growth has inherent limitations.
Last month, it became available in 600 Sephora stores in the U.S. and Canada.
But it's not giving up on its own highly experiential stores, with locations in Brooklyn, Atlanta, Washington D.C., London, Los Angeles, Philadelphia and Seattle. And last month, it reopened its flagship store in New York's SoHo. The New York Times christened it "a selfie palace, a Gen Z beauty Disneyworld."
The store includes a large New York City subway-style mosaic, with white, red and pink tiles forming roses. "You look good," the brand's encouraging mantra, is built into the tile.