Violet Grey, a luxury, multi-channel beauty company with curated media and commerce arms, has appointed a new President, effective July 1st, 2015 –  Maureen Case. Case is a 20-year veteran of the beauty industry. She has held multiple leadership roles at The Estee Lauder Companies – most recently, president of Jo Malone London.

Case will be Violet Grey’s first-ever president. Case will be responsible for the company’s domestic and global expansion strategy, and provide strategic leadership. She will also focus on elevating the e-commerce arm of the business, amplifying the highly-edited curation of makeup, skincare, fragrance and hair products.

Violet Grey operates a brick-and-mortar flagship store on Melrose Place in Los Angeles. The company also has created the blog, The Violet Files, which is describes as “a digital editorial property dedicated to documenting Hollywood beauty culture in collaboration with celebrated storytellers in fashion and film.”

Cassandra Huysentruyt Grey, Violet Grey’s Founder/CEO, said, “Maureen is a not just an accomplished leader with a proven track record, she is that rare breed of seasoned corporate executive and forward-thinking entrepreneur. She understands the global landscape, product, promise, quality and the authority and power of authenticity — all the necessary ingredients we need to grow Violet Grey to the next level. We could not be more proud to have attracted her to our team.” (FYI: Here’s more about Grey’s interesting backstory.)

Case added, “Cassandra and the team have established a new standard in luxury beauty. This business is a tremendous entity with a team of some of the best thought-leaders and storytellers in Hollywood, tech, beauty and fashion, backed by remarkable investors, that has ultimately transformed, with great innovation, how we learn about, shop for and experience luxury beauty.”