Dive Brief:
- Patrick Ta Beauty has named Jacqueline Barrett as its senior vice president of marketing, according to a news release. Barrett will be responsible for strategic marketing and communications.
- Barrett most recently was Fenty Beauty’s vice president of consumer strategic marketing. In that role, she led projects across brand, marketing and consumer segmentation.
- Barrett’s appointment comes as the brand seeks to double its marketing output year over year, per the company.
Dive Insight:
Barrett brings nearly 20 years of brand and marketing experience to Patrick Ta Beauty as the company eyes growth.
Prior to her role at Fenty Beauty, Barrett led cosmetics marketing at Beautycounter, as it reached a $1 billion valuation and sold a majority stake investment to The Carlyle Group.
"Jacqueline joins us in a period of tremendous momentum as we look ahead to the fifth anniversary of the brand,” Kimberly Villatoro, CEO of Patrick Ta Beauty, said in a statement. “Continuing to increase our [earned media value] and strengthening the brand's relevance across channels will continue to be key to strategically propel Patrick Ta Beauty into next year and beyond. Her wealth of experience aligns perfectly with the ways in which we hope to drive the brand forward."
Launched in 2019 by makeup artist Patrick Ta, the beauty brand has added several key appointments in recent years. An investment from Stride Consumer Partners in the fall of 2022 allowed Patrick Ta to add to its executive team and grow the brand. In November of last year, it brought on Paul Parikh, former chief financial officer for L'Oréal Operations in North America and South America, as its chief operating officer. And Villatoro was named CEO in March, succeeding Avo Minasyan, who transitioned into the chairman role at the company.
"I am so inspired by what Patrick and the team have built as far as a social-first, artistry-forward brand that really resonates with consumers," Barrett said in a statement. "There are so many opportunities I look forward to leading, building on the strength of that share of voice.”
Patrick Ta is sold primarily through its own website. In addition, it retails exclusively at Sephora North America and Canada, Sephora at Kohl's, Cult Beauty and Flannels Beauty.
The marketing role has seen a lot of movement across the industry in recent months. Last week, Peloton named Lauren Weinberg as its new chief marketing officer after Leslie Berland announced her resignation to accept a job at Verizon. Macy’s, Wayfair, True Religion, Target, Vans, Sephora and Levi’s also hired CMOs this year. And late last month, Birdy Grey appointed its first chief marketing officer.
The prestige beauty sector has performed well through the early part of the holiday season, according to industry analysts. The U.S. prestige beauty market is up 14% based on sales revenue and 12% based on units sold this year through November, compared to the same period last year, per Circana.
