The Estée Lauder Companies announced that Tara Simon is the new senior vice president, global general manager, Too Faced, effective August 31, 2020.

Simon reports to John Demsey, executive group president, and succeeds Eric Hohl, who is departing from the company.

Simon joins Too Faced from Ulta Beauty, where she served most recently as senior vice president of merchandising, Prestige Beauty. Simon — and the teams she led — dramatically increased the number of prestige brands sold through the retailer by attracting exclusive launches from well-established powerhouse brands like MAC and Clinique. Simon also aggressively pursued and successfully launched smaller start-up brands, resulting in increased consumer engagement and loyalty. In 2018, she received a CEW Achiever Award.

A Statement from John Demsey

“Tara is a visionary strategic leader and brand builder with deep experience in prestige beauty and makeup. She is a force, with unstoppable energy and admirable character,” says Demsey.  

“Tara has great respect for the vision, grit and passion with which Jerrod and Jeremy built Too Faced. She will be instrumental in helping to bring the unique brand narrative centered around Jerrod’s inspiring products and experiences to new audiences globally,” Demsey continues. “Her vast expertise and ability to drive winning business results within the specialty-multi prestige beauty space makes her uniquely suited to bring Too Faced to new levels of success.”

What’s Next for Too Faced Cosmetics?

In her new role, Simon will be responsible for guiding and implementing Too Faced’s global strategic vision and leading the talented teams across the organization to execute winning strategies.

Simon will partner closely with Blandino and Johnson to leverage a deeper understanding of existing consumers for even stronger affinity and loyalty — and bring new audiences to the brand.

Her operational and retail expertise will enable her to create winning breakthrough service models and merchandising formats by channel, to accelerate retail and direct-to-consumer opportunities.

Simon has worked closely with Too Faced founders Jerrod Blandino and Jeremy Johnson since 2006. She partnered with the founders both during her time at Ulta Beauty and previously during her tenure at Sephora, where she served as Director of Business Development and Divisional Merchandise Manager of Color.

Photos: (L) via Instagram/TooFaced; (R) via CEW