Dive Brief:
- Makeup brand Youthforia on Monday announced the appointment of Tina Shim as vice president of marketing, according to a press release shared with Retail Dive. The company also named KC Giddings as its vice president of sales.
- The appointments mark Youthforia’s first two major executive hires and were brought on to help the brand “formalize its operations across sales and marketing functions as it expands its omnichannel presence across direct-to-consumer and retail,” per the release. Shim will focus on creating an omnichannel marketing strategy using paid, owned and earned media, while Giddings will build a strategic team to grow revenue and customer satisfaction.
- Shim brings forward experience from brands such as Murad and Neutrogena, most recently serving as senior vice president of marketing at Ipsy. Giddings most recently worked at Pür after holding several executive roles at companies including Becca and Urban Decay.
Dive Insight:
Youthforia’s new leadership appointments come as the young brand looks to scale.
“For the last three years, we’ve used our social presence to drive awareness, traction, and sales,” Fiona Co Chan, founder of Youthforia, said in a statement. “Now as we continue to scale the business, I knew a strong leadership team in marketing and sales was essential to fuel that growth. Tina and KC bring so much to the table and I couldn’t be happier that they’re joining our team. I am lucky enough to have surrounded myself with an all-star group of women that will help usher in Youthforia through its next phase of growth.”
The brand was launched in 2020 and said it was the first East Asian makeup brand to be sold through Ulta Beauty, moving into 310 doors with plans to expand next year. The brand is also sold through Credo stores, its own DTC website, and online at Revolve, Beauty Bay, ThirteenLune and Amazon.
Youthforia expanded its executive leadership as several companies change up their marketing team.
Peloton this month announced its chief marketing officer resigned to join Verizon’s C-suite. Additionally, Macy’s appointed a new CMO and Birdy Grey tapped its first CMO last month. True Religion, Wayfair and Vans also hired new marketing heads throughout the year.
