On April 16, e.l.f. Beauty announced a leadership restructuring aimed at strengthening its brand and technology capabilities. The move signals a clear transition into the company’s next phase of growth, centered on marketing, brand expansion, and the strategic integration of AI.
Strengthening Brand Leadership: Marchisotto Named President
As part of the changes, longtime Chief Marketing Officer Kory Marchisotto has been promoted to the newly created role of President of Brands. In this position, she will oversee growth strategies across categories and geographies for e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. She will also continue to serve on the executive team, contributing to enterprise-wide strategy.
Marchisotto is widely recognized as a key architect behind the company’s rapid growth, particularly for her ability to fuse culture and digital strategy. She played a pivotal role in bringing the brand to TikTok in its early stages and has driven major brand awareness through high-impact campaigns executed at speed.
Commenting on the announcement, she said: “E.l.f. is built to meet the moment — every moment. When I joined E.l.f. seven years ago, a board member asked for my perspective. My answer was simple: ‘all I see is opportunity.’ Today, after 28 consecutive quarters of growth and record market share gains, E.l.f. continues to defy conventions and lead the industry. And still, seven years later, ‘all I see is opportunity.’ The evolution we announced today fuels the next phase of growth.”
CMO Transition: Savur to Lead Brand Growth
At the same time, Oshiya Savur has been appointed Chief Marketing Officer of e.l.f. Brands. Savur joins from Maesa, where she most recently served as Chief Brand and Marketing Officer. She brings extensive experience driving brand growth at Charlotte Tilbury, Revlon, and Unilever, among others.
AI at the Core: Chopra Steps into New Role
In parallel, Ekta Chopra has been promoted from Chief Digital Officer to the newly created role of Chief Technology and AI Officer. This appointment reflects the company’s strategic view of technology and AI as central drivers of transformation and growth across the organization.
E.l.f. Beauty is advancing AI adoption at a rapid pace, with applications spanning product development, marketing, and operations.
Strong Performance Supports Strategic Shift
The leadership overhaul comes amid solid financial performance. Following better-than-expected results, the company has raised its full-year outlook, with net sales projected to reach approximately $1.6 billion, alongside improved profitability expectations.
At the same time, the company continues to expand its portfolio, including brands founded by Hailey Bieber such as Rhode and Naturium, signaling a shift toward a multi-brand growth model with diversified drivers.
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