Happi Staff10.03.20
Malena Higuera has been appointed general manager at L'Oréal's Urban Decay. She joins the team at its Newport Beach, California headquarters with over 20 years of experience spent across several L’Oréal brands.
"Urban Decay was a brand that inspired me to join beauty because it showed me how to stand up in my own difference," said Higuera. "I join the Urban Decay family with the mission to do the same for the next generation, all with a digitally driven mindset to chart a new course for expressive beauty. This is particularly exciting yet challenging given the state of our industry today. We need to find new ways to connect and make a powerful difference. I look forward to focus on digital advancements and activations to service our Urban Decay community, bringing our innovation and our ‘break the rules’ ethos to life.”
Since joining the company in 2006, Higuera spearheaded the launch of skin care for China as part of the Maybelline Global division. In 2009, she moved to Paris to assume the zone director role, managing Maybelline for Asia Pacific. It was here that Higuera strategized a digital-first approach, catapulting the brand into rapid growth, according to L'Oréal. Higuera then transitioned to become SVP-marketing at L’Oréal Paris and, most recently, served as head of the US and DMI sectors of Dermablend, most recently driving accelerated growth through ecommerce.
Higuera's time across L’Oréal USA brands has been spent shifting the mindset surrounding traditional marketing approaches and adapting business strategies to enhance brand relevance and awareness among consumers in a digitally native mindset. Higuera is also a very strong advocate for leading with purpose, as her own ethos is that she “won’t stop until everyone is comfortable in the skin that they are in.”
"Urban Decay was a brand that inspired me to join beauty because it showed me how to stand up in my own difference," said Higuera. "I join the Urban Decay family with the mission to do the same for the next generation, all with a digitally driven mindset to chart a new course for expressive beauty. This is particularly exciting yet challenging given the state of our industry today. We need to find new ways to connect and make a powerful difference. I look forward to focus on digital advancements and activations to service our Urban Decay community, bringing our innovation and our ‘break the rules’ ethos to life.”
Since joining the company in 2006, Higuera spearheaded the launch of skin care for China as part of the Maybelline Global division. In 2009, she moved to Paris to assume the zone director role, managing Maybelline for Asia Pacific. It was here that Higuera strategized a digital-first approach, catapulting the brand into rapid growth, according to L'Oréal. Higuera then transitioned to become SVP-marketing at L’Oréal Paris and, most recently, served as head of the US and DMI sectors of Dermablend, most recently driving accelerated growth through ecommerce.
Higuera's time across L’Oréal USA brands has been spent shifting the mindset surrounding traditional marketing approaches and adapting business strategies to enhance brand relevance and awareness among consumers in a digitally native mindset. Higuera is also a very strong advocate for leading with purpose, as her own ethos is that she “won’t stop until everyone is comfortable in the skin that they are in.”