Just after TPG had acquired a stake in e.l.f. cosmetics on February 3rd, the beauty brand is making some major leadership changes.

Tarang P. Amin has been appointed Chief Executive Officer, and Director effective immediately. Amin replaces former CEO Joey Shamah, who will continue as a significant investor and Director and will maintain an ongoing management role in the company.

“Tarang has a proven record of growing consumer brands, and we believe he can leverage the strong foundation Joey and his team have built at e.l.f. and help expand the brand in new and exciting ways,” said John Bailey, principal at TPG Growth. “We are confident that Tarang can take a great company like e.l.f. and make it even stronger.”

Amin is a consumer products veteran with over 20 years experience, including a demonstrated record of driving profitable growth at the companies he leads. Most recently he served as president, CEO and Director of Schiff Nutrition, with leading brands Airborne, MegaRed, Digestive Advantage, and Move Free. Under his leadership, Schiff’s enterprise value grew from $190 million to $1.5 billion over two years.

Previously, Amin was vice president, general manager of The Clorox Company’s $1.7 billion Litter, Food and Charcoal Strategic Business Units. Prior to Clorox, Amin held management positions at Procter & Gamble where he helped grow Pantene’s sales from $50 million to $2 billion, as well as helped increase sales of Bounty by $300 million.

More New Management

In addition to Amin, e.l.f. also announced other key additions to its management team effective immediately. All new hires are from Schiff Nutrition.

They are: Richard F. Baruch Jr., sr. VP, chief commercial officer; Erin Daley, sr. VP, chief marketing officer; Scott K. Milsten, sr. VP, general counsel; and Megan O’Connor, VP, digital.

“We are fortunate to have this seasoned leadership team join us at e.l.f., each of whom I have worked with in the past and whose experience and commitment will be invaluable to our company,” said Amin.

“Their consumer products expertise combined with the e.l.f. team’s outstanding performance in color cosmetics and beauty, will enhance our management capacity to pursue an aggressive growth agenda,” he continued.