Dive Brief:
- Ipsy on Tuesday announced it appointed Francine Li as chief marketing officer, reporting directly to CEO Scott Gilbertson.
- Li joins Ipsy from Riot Games where she served as global head of marketing, according to a company press release. She also has experience from Netflix, where she led global brand strategy, as well as at creative agencies where she produced campaigns for companies like ESPN, Procter & Gamble and Budweiser.
- In her new role at Ipsy, Li will lead the company's marketing and communications efforts.
Dive Insight:
Ipsy has tapped a seasoned marketing leader as it works to "reinvigorate the Ipsy brand" to expand its customer base.
“Her impressive success building resonant brands with next-generation customers will be invaluable to the growth trajectory and market leadership of Ipsy,” Gilbertson said in a statement. “As a brand and customer led company, this is a critical role. We are confident that Francine’s leadership will elevate and extend Ipsy’s indelible commitment to serving the needs of our members.”
The company on Tuesday said Li will work with Ipsy to support impact efforts related to diversity, equity and inclusion — something Li has been committed to throughout her career, per the company.
“As someone who grew up not seeing myself represented in the beauty industry, Ipsy’s mission of redefining beauty in a way that celebrates diversity and authenticity deeply resonates with me,” Li said in a statement.
Li’s appointment comes a little over a year after Ipsy and Boxy Charm consolidated to offer one beauty membership to customers under the Ipsy brand and four subscription options: Glam Bag, BoxyCharm by Ipsy, Icon Box and Refreshments. Ipsy at the time also offered exclusive products through events; launched PowerPicks, a feature ensuring popular brands and products in each box; and Beauty Boost, a premium add-on for members.
Last month, the online beauty company tapped makeup artist and beauty brand founder Patrick Starr to curate the company’s May Icon Box, an upgrade offered quarterly to the company’s Glam Bag and BoxyCharm by Ipsy subscribers. Starr selected five of the eight brands in the May Icon Box. Members chose the remaining three from an assortment that Ipsy personalized with the aid of proprietary AI technology. Past Icon Box curators have included Khloé Kardashian, Vanessa Hudgens and Gwen Stefani.
In March 2022, Ipsy’s parent company, Beauty for All Industries, raised $96 million from TPG Growth to develop the company‘s technology, expand retail store presence and expand its DTC brands into international markets.
Ipsy joins other brands that have recently named chief marketing officers.
This month, Gap named Fabiola Torres from PepsiCo as its new global chief marketing officer. In February, Rent the Runway tapped Natalie McGrath from Afterpay. In November, ex-Caesars Entertainment CMO Sharon Otterman was appointed Macy’s new chief marketing officer. That same month, DTC bridal company Birdy Grey tapped Tanya Hersh, formerly with The Honest Company, as its first CMO. And last December, athletic apparel brand Vuori turned to former Levi Strauss & Co. executive Karen Riley-Grant as its marketing chief, while Diptyque named Jessie Dawes CMO in March 2023.
