Executive changes are afoot at E.l.f. Beauty.
Longtime chief marketing officer Kory Marchisotto has been appointed president of E.l.f. Brands, a newly created role, which will see her focusing on expanding the E.l.f. Cosmetics and E.l.f. Skin across categories and geographies for. Marchisotto will continue to serve the enterprise as part of E.l.f. Beauty’s executive team.
Marchisotto 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.”
Marchisotto is considered one of the primary architects of E.l.f.’s explosive growth, a master marketer with a deep understanding of culture. Marchisotto launched the brand on TikTok when it was still just a fledgling platform living in the shadows of Instagram, and has engineered numerous viral moments, from a Super Bowl commercial starring Jennifer Coolidge executed in just three weeks to a campaign highlighting the lack of representation on corporate boards of directors called So Many Dicks.
Oshiya Savur will succeed Marchisotto as chief marketing officer, E.l.f. Brands. Savur was most recently chief marketing and brand officer at Maesa. She previously held positions at Charlotte Tilbury, Revlon and Unilever among others.
At the same time, Ekta Chopra has been appointed into the new role of chief technology and AI officer. Previously, her title was chief digital officer.
According to the company, this reflects how it sees the future: technology and AI as core drivers of transformation and growth across every part of the business.
During a presentation at the 2025 WWD Beauty Inc Catalysts conference in New York in December, Chopra said E.l.f. was moving at the speed of light when it comes to utilizing AI to power the beauty company forward.
“It is probably the most game-changing tech evolution that has ever happened before,” she said. “In the 1800s when railways were invented in America, it was about connecting different cities. It’s now about data connecting to different ecosystems to give you the intelligence and the tracks that you need to use the power of AI.”
In February, E.l.f. lifted its full-year forecasts on the top and bottom lines after a better-than-expected third quarter.
The beauty company, which now owns Hailey Bieber-founded Rhode and Naturium in addition to its namesake brand, is forecasting 2026 net sales to come in at between $1.6 billion and $1.61 billion, up from the previous estimate of $1.55 billion and $1.57 million.
Adjusted net income is now expected in the region of $180 million to $183 million, up from the prior forecast of $165 million to $168 million.
