Yesterday, The Estée Lauder Companies Inc. has announced the appointment of Lisa Sequino as President, Makeup Brand Cluster, effective June 9, 2025. In this newly expanded leadership role, Sequino will be responsible for setting the strategic direction and spearheading the global growth of the company’s makeup division, which includes powerhouse brands M·A·C, Bobbi Brown, Too Faced, Smashbox, and GLAMGLOW. She will report to Jane Hertzmark Hudis, Executive Vice President and Chief Brand Officer.
A seasoned beauty executive with over 20 years of industry experience, Sequino returns to Estée Lauder with a unique combination of institutional knowledge and CEO-level expertise. Her mandate includes accelerating innovation and makeup trends, enhancing local market relevance, and advancing consumer recruitment across all channels. Her appointment underscores Estée Lauder’s ongoing commitment to strengthening its makeup category and unlocking long-term growth opportunities.
“We are thrilled to welcome Lisa as the new leader of our makeup cluster,” said Hertzmark Hudis. “She is a powerful leader with a strong record of driving brand and business results. Her unique combination of strategic and conceptual thinking, entrepreneurial mindset, and operational excellence makes her exceptionally well-suited to fast-track our makeup cluster into its next phase of growth. Under Lisa’s leadership, we are focused on winning with today’s makeup consumer across generations, geographies, and channels.”
Sequino brings deep familiarity with Estée Lauder’s business, having previously held senior roles over a nine-year tenure with the company. As Senior Vice President and General Manager of Estée Lauder – North America, she led the brand’s go-to-market strategy in its home region. She later advanced to SVP, Brands – North America, overseeing a multi-brand portfolio across skincare, makeup, and fragrance, optimizing synergies and execution across categories and distribution channels.
After leaving Estée Lauder, Sequino served as CEO of JLo Beauty and most recently led Supergoop! as CEO, where she adopted a digital-first, indie brand strategy to scale the business globally. Under her leadership, Supergoop! launched category-expanding innovations—from tinted moisturizers to setting powders—that broadened the brand’s appeal and consumer usage occasions.
“I’m excited to return to The Estée Lauder Companies to help drive the next chapter of growth in the makeup category,” said Sequino. “There’s tremendous opportunity to reach new makeup consumers globally by accelerating innovation and trends, fast-tracking consumer acquisition across channels, driving digital and social media, and assuring local relevance to win with today’s makeup consumer.
