E.l.f. Cosmetics makes cosmetics, skin-care and beauty tools priced between $1 and $30.

E.l.f. Beauty has hired Kory Marchisotto as chief marketing officer.

Kory Marchisotto 

Marchisotto joins E.l.f., known for its masstige beauty line, from Shiseido, where she was most recently senior vice president of U.S. marketing for BareMinerals. There, she led the brand’s digital initiatives. Before that, Marchisotto worked in Shiseido’s Beauty Prestige Group, where she handled new brand integration and multichannel business development. Before Shiseido, Marchisotto also worked at Puig and LVMH Moët Hennessy Louis Vuitton.

“Kory brings to E.l.f. a proven track record in strategically building brands and leading innovation,” said Tarang Amin, E.l.f.’s chief executive officer. He noted that E.l.f. should benefit from Marchisotto’s prestige beauty experience as it looks to differentiate the brand.

E.l.f., which went public in September 2016, has struggled in recent months — net sales were down 11 percent in its most recent quarter. The brand was one of the first in masstige, but in recent years, many other players, like NYX, Milani and Morphe and Makeup Revolution, have entered and rapidly grown in that mid-price point space.

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