Glossier appoints new creative director amid C-suite shake up

By

Jennifer Braun

Published
Mar 21, 2023

Glossier is shaking up its all-women executive team with several key appointments, starting with the promotion of Marie Suter as chief creative director. 

Suter first joined Glossier in 2018 and has left her mark on Glossier's brand aesthetic. Her thoughtfulness and creativity was most recently behind the opening of the brand’s SoHo flagship, as well as the iconically designed Sephora gondola. 

Likewise, the company announced the promotion of Kleo Mack to chief marketing officer and the appointment of Chitra Balireddi as chief commercial officer.

Over the past two years, Mack is credited for elevating the brand, product, influencer, omnichannel marketing and communications efforts. She and her team have increased brand awareness to 1-in02 women in the U.S. ages 18-34, launched Swiss Miss Glossier Balm Dotcom which went viral on TikTok, and successfully launched the brand into Sephora within eight months. Prior to joining Glossier, she had a tenure at L’Oréal. 

Lastly, Balireddi joins the company with a wealth of experience at growing iconic consumer-focused brands including senior leadership roles at Chanel and The Boston Consulting Group. As chief commercial officer, she will be responsible for strategically driving Glossier's global business across all channels of distribution, as well as omnichannel integration, customer experience and strategy, and overall business execution. 

"Glossier is a generation-defining brand on year 9 of a 100-year trajectory," said Kyle Leahy, CEO of Glossier, since May 2022. 

"The promotions of our talented leaders, like Marie Suter and Kleo Mack, are recognition of their immense impact on how our customers experience Glossier across our stores, in social media, online, and for the first time ever, in Sephora. I am also very excited that Chitra Balireddi is joining the team at this important juncture. Chitra brings the critical interplay of strategic and operational business skills necessary for Glossier's next chapter in the omnichannel environment. It's humbling to be at the helm of a company led by such talented women and I'm thrilled to see our team continue to elevate and grow.”

The C-suite shake up follows the launch of a new distribution strategy. Last month, Glossier officially launched at Sephora stores across the United States and Canada, as well as online and on the Sephora app.

The move extends Glossier's product accessibility, which was previously only available via their direct-to-consumer website and nine-owned experiential retail locations in locations like Los Angeles, London and Miami.

The brand launched in 2014 and reached cult status before the Covid-19 pandemic halted operations and forced the company to close all stores. It has since opened new locations.