By  on March 5, 2010

Maybelline New York has named Ali Goldstein as its new vice president of color cosmetics for the U.S.

Most recently, Goldstein served as assistant vice president at the L’Oréal USA division. Goldstein reported to Serena Giovi, who left the role Feb. 25.

Goldstein joined L’Oréal in 2001 and spent three-and-a-half years in hair color and three-and-a-half years in skin care at L’Oréal Paris, before joining Maybelline New York in 2008.

Giovi has been named vice president of marketing and sales at curly hair care firm Ouidad, reporting to Hillary Solomon, the firm’s chief executive officer. The two worked together at Revlon Inc.’s Almay brand about 10 years ago. In 2007, San Francisco-based private equity firm JH Partners acquired Ouidad.

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