Pure Beauty

Too Faced snaps up Ulta Beauty’s Senior VP as General Manager

By Becky Bargh | Published: 7-Sep-2020

Tara Simons previously headed up the US retailer’s prestige beauty section and served as Director of Business Development at Sephora

Too Faced has signed Ulta Beauty’s former Senior VP of Merchandising, Tara Simon, as its new Global General Manager.

Simon headed up the US retailer’s prestige beauty section, leading the group’s strategy teams and emerging brands teams, as well as increasing the number of prestige brands sold through the business.

She has previously partnered with Too Faced’s founder Jerrod Blandino and Jeremy Johnson while at Ulta and also during her tenure at Sephora, where she served as Director of Business Development and Divisional Merchandise Manager of Color.

“Tara is a visionary strategic leader and brand builder with deep experience in prestige beauty and make-up,” John Demsey, Executive Group President of Estée Lauder Companies.

“She is a force, with unstoppable energy and admirable character. 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 centred around Jerrod’s inspiring products and experiences to new audiences globally.”

He added: “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.”

In her role, Simon will be responsible for guiding and implementing the Estée Lauder Companies-owned brand’s global strategy, as well as building brand loyalty with existing customers.

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