The company reshapes its leadership bench with new brand, marketing, and AI roles as momentum continues across its expanding portfolio
E.l.f. Beauty is refining its executive structure for a new phase of scale, appointing longtime marketing force Kory Marchisotto as President of E.l.f. Brands. The newly created role places her at the center of growth strategy for E.l.f. Cosmetics, E.l.f. Skin, Keys Soulcare, and Well People, with a mandate spanning categories and geographies. It is a notable promotion for one of the company’s most visible architects of cultural relevance, and a signal that E.l.f. sees brand building not as a department, but as infrastructure.
Marchisotto’s tenure has been defined by speed, fluency, and an instinct for where consumer attention moves next. Under her watch, E.l.f. became an early beauty standout on emerging platforms, translating digital momentum into measurable market gains. Viral campaigns, sharp cultural timing, and a democratic approach to beauty messaging helped transform the company from disruptor into category leader. In an industry that often confuses noise for resonance, E.l.f. has managed to generate both.
The reshuffle also brings Oshiya Savur into the role of Chief Marketing Officer of E.l.f. Brands, adding seasoned leadership across prestige and mass channels. At the same time, Ekta Chopra steps into the newly created position of Chief Technology and AI Officer, formalizing technology and artificial intelligence as core business drivers rather than back-office functions. It is a modern move: today’s beauty brands are built as much through data architecture as product formulation.
With raised forecasts, expanding acquisitions, and a leadership bench designed for acceleration, E.l.f. appears intent on proving that agility can scale. The company once thrived by disrupting convention; now it is tasked with something harder—turning momentum into permanence. Fortunately for E.l.f., opportunity still seems to be in the room.