Haynes Moves from Markwins to e.l.f.

E.l.f. Cosmetics, the beauty brand known for its “affordable luxury” line of products, has appointed Shawn Haynes in a newly-created position as vice president of retail sales. Haynes’ role with e.l.f. (eyes/lips/face) will focus on expanding the brand’s distribution primarily in the US, while also strategizing new ways to strengthen e.l.f’s existing retail partnerships.

Haynes joins e.l.f. with over 15 years of experience in the beauty industry, most recently as senior vice president of sales for Markwins International where he managed the seasonal cosmetics collections business for the Americas. Prior to that Haynes, was the senior vice president of sales and marketing with global responsibility for the Wet N Wild brand. In his new role, Haynes will report directly to Joey Shamah, CEO and co-founder of e.l.f.

One of the brand’s top innovations for Spring 2012 is Shimmer Sheets ($3). These lightly dusted shimmer sheets create a beautiful glow on the apples of the cheeks and decolette, according to the company, and are ideal for mess-free, portable beauty.

Happi profiled the brand in a video segment last year.