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E.L.F Cosmetics names new SVP and Chief Commercial Officer

Sophie Smith
21 April 2022

E.L.F Cosmetics has announced Jennie Laar as its new Senior Vice President and Chief Commercial Officer, effective 16 May 2022.

Laar will succeed Rich Baruch, who will depart the company on 2 June 2022 to pursue a CEO role in the nutritional supplements space.

With over 25 years experience in beauty and retail, Laar joins the company from Forma Brands, where she was Senior Vice President of Global Wholesale. Within this role, Laar was involved with brands including Morphe, Jaclyn Cosmetics, Bad Habit Skincare and Ariana Grande's r.e.m. beauty.

Prior to this, she served as Vice President, Sales & Merchandising at Bare Escentuals and spent over 10 years at The Body Shop focused primarily on product development and merchandising.

Tarang Amin, Chairman and CEO of E.L.F Cosmetics, said: “Jennie is a dynamic leader with a passion for developing high performing teams which perfectly aligns with the culture at E.L.F Cosmetics. She has delivered exceptional results in entrepreneurial environments and has strategically architected meaningful relationships with retailers. We are thrilled to have her join us."

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