Clean cosmetics brand Winky Lux announced on Wednesday the appointment of Lauren Bloomer as its new chief executive officer.

The move follows a period of expansion  at the New York-based company, including a majority investment from Core Industrial Partners in July 2024.

With the appointment of Bloomer, co-founder Natalie Mackey will continue to drive the brand’s creative evolution as creative director.

“I am honored to join a brand as spirited and innovative as Winky Lux,” said Bloomer. 

“Working closely with Natalie, whose creative vision has been the heartbeat of this company from day one, I look forward to building upon its strong foundation. Together, we will further ignite the brand’s growth, ensuring that each new chapter reflects our commitment to quality, creativity, and fun.”

A consumer goods and beauty expert, Bloomer brings more than 23 years of expertise in brand strategy, omnichannel growth, and team leadership to Winky Lux. 

Before joining Winky Lux, the executive served as president of the Good Glamm Group, where she oversaw international expansion and served as a board member for WYN Beauty by Serena Williams. She also spent 14 years at the Estee Lauder Companies, where she held leadership positions at Becc Cosmetics, the Estee Lauder brand, and Clinique. She also held previous positions at the Clorox Company and the Boston Consulting Group.

“I have always believed that great leadership fuels creative innovation,” said Mackey. “After an extensive search for a visionary leader who shares our passion for redefining beauty, I am thrilled to introduce Lauren as our new CEO. This decision is a pivotal step for Winky Lux as we continue to grow while staying true to our core values of Joy, Playfulness and Community.”

Founded in 2015 by Natalie Mackey and Nate Newman, Winky Lux is an innovative beauty brand that offers “clean, joyful” makeup.