Kleo Mack: The New VP of Glossier

Glossier has a new VP, and her name is Kleo Mack. Few things are as remarkable as Kleo Mack’s record, especially at her age. This is not her first position as an executive. Before Glossier, she was at the conglomerate, Lo’real. At Lo’real, she was the VP of corporate strategic marketing. As of April 19, this year, Kleo will take on her role at Glossier, where she will be in charge of brand marketing, brand strategy, social media teams and consumer insights. 

When starting out in the industry, she was an intern at Teen Vogue. She has helped launch It Cosmetics in Europe. Pureology and Tart also being some brands on her resume. Kleo’s being passionate about using brands to connect people to the here and now, which is what resonated with Glossier and made her ideal for this position. Especially now that Glossier is trying to expand their brand.

The beauty industry has undergone so many changes in less than five years. First, Fenty changed the game by making brands realize how profitable it is to actually accommodate different skin tones, with foundation. Last year, the pandemic saw more people starting their own beauty brands and being a success because of ecommerce and how easily accessible everything is these days. Whether you want the tools to start a brand or to buy from a brand that you love.

Glossier noticed this and realized they need to prepare themselves for more changes that are coming, and navigate staying on top of their game, with the current changes that the industry has experienced.

The company itself is relatively young. Emil Weiss established glossier in 2014,. A former teen Vogue intern herself; she started a beauty blog called Into The Gloss. Where she found that there are consistent gaps in the beauty industry, after talking to other beauty bloggers and her supporters-that are simply not being met by any brands. And through this discovery, the makeup and skincare brand, Glossier, was born.

In 2017, Glossier blew up and started becoming a household name after they introduced their lip gloss. Seeing that people were over matte lips and wanted the traditional shine from a gloss, is how the gloss came about. 

A large part of their success has been because of the support of millennials, who make up most of their fan base. Possibly because they grew up in the 2000s – when lip gloss was extremely popular because of music videos in hip hop and RnB. And of course gloss is a lot more convenient on the lips, who wouldn’t prefer it to a matte lipstick, that you constantly have to re-apply. While having uncomfortably dry lips.  

Naturally, their popularity has soured even more with the rise of influencers advertising their new makeup and skin care products-on platforms like YouTube, through beauty reviews. Since then, organizations and magazines have named the Glossier the top brand, such as Allure, Teen Vogue and Cosmopolitan.

Most brands would hurry to capitalize on the momentum that Glossier has gained by opening up physical stores worldwide, but Glossier only has one store in Soho, New York. The brand is not in a hurry to enter that realm just yet. Kleo Mack’s edition has come at the perfect time. Her experience at heritage beauty brands will help Glossier become one itself.