Tara Simon has joined The Estée Lauder Companies as senior VP, global general manager of its Too Faced brand, marking another move in the beauty company’s series of leadership changes.
Most recently senior VP of merchandising of prestige beauty at Ulta Beauty, Simon oversaw the evolution of the company’s luxury brands and led its prestige merchandising, merchandising strategy and emerging brands teams.
During her tenure, she grew the number of luxury brands sold through the retailer thanks to exclusive launches from such companies as M·A·C and Clinique. She also launched smaller start-up brands that resulted in increased consumer engagement and loyalty.
This relationship building included partnering with Too Faced founders Jerrod Blandino and Jeremy Johnson while at Ulta, as well as during her previous role as director of business development and divisional merchandise manager of color at Sephora.
In her new role, Simon will be tasked with leading the Too Faced teams at the No. 44 consumer goods company and implementing the brand’s global strategic vision. She’ll work with Blandino and Johnson to leverage consumer insights to growth loyalty and engagement, with her background in operations and retail expected by Estée Lauder to aid in developing differentiating service models and merchandising formats to accelerate retail and DTC opportunities.
Simon also spent several years as chief merchant, senior VP, planning and inventory at retailer/salon operator Beauty Brands.
“Tara has great respect for the vision, grit and passion with which Jerrod and Jeremy built Too Faced. She will be instrumental in helping to bring the unique brand narrative centered around Jerrod’s inspiring products and experiences to new audiences globally,” he said. “Her vast expertise and ability to drive winning business results within the specialty-multi prestige beauty space makes her uniquely suited to bring Too Faced to new levels of success.”
Reporting to John Demsey, executive group president, Simon succeeds Too Faced global brand president Eric Hohl, who is departing from the company.
In planning for a “makeup renaissance” spurred by the resumption of social and professional occasions, The Estee Lauder Companies is investing in its social commerce and digital merchandising capabilities.