Nathalie Kristo, who was most recently global brand president of NYX, is joining Huda Beauty as U.S. president.
At NYX, she will be succeeded by Yann Joffredo, who will now serve as the firm’s global brand president.
In her new role, Kristo is tasked with driving growth for the Dubai-based business in North America. Kristo spent 18 years with L’Oréal, working in France, the U.S. and Canada. During her time with NYX, Kristo oversaw the digitally native brand’s aggressive expansion into brick-and-mortar retail with freestanding stores in North America and Europe. The brand also rolled out into the U.S. mass market and specialty retail doors, including Ulta Beauty, Walgreens, Target, CVS and Walmart.
Kristo was with NYX for four years, starting shortly after L’Oréal acquired the brand, and worked her way up from general manager of marketing and global business development. She was tapped to run NYX in 2017 following the departure of chief executive officer Scott Friedman, who went on to take the top job at Bellami, an Instagram-famous brand of clip-in hair extensions.
Kristo joins Huda Beauty shortly after Helena Sampson, who joined as European president in July. Sampson is tasked with growing the business in Europe. Before Huda, Sampson was international vice president of Kendo Brands at LVMH Moët Hennessy Louis Vuitton, overseeing efforts for Fenty Beauty, Marc Jacobs Beauty, Kat Von D and Ole Henriksen in the U.K., Europe and Middle East.
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“In just a short time, Huda Beauty has already become a powerful brand with its uniquely authentic, empowering and positive approach to beauty,” Kristo said. Both Kristo and Sampson will work closely with Huda Kattan, founder and ceo of Huda Beauty, as well as Mona Kattan, global president, and Chris Goncalo, chief operating officer, to grow regional teams in the U.S. and U.K.
“These roles are crucial to the growth and development of the brand so we spent a lot of time searching to ensure we found the perfect candidates to take responsibility. Both Nathalie and Helena bring incredible brand strategy expertise and knowledge of the industry, which will be invaluable for the future of Huda Beauty,” Kattan said.
The departures of Kristo and Sampson are in line with broader industry trends — many executives at major beauty companies have left to join start-ups in recent years.
At NYX, Los Angeles-based Joffredo is set to start his role as global brand president this month. He is also a L’Oréal veteran, starting with the company in 2005 and holding a series of global leadership positions with brands including L’Oréal Paris, Maybelline and Essie. His most recent assignment has been global general manager of Baxter of California, where he oversaw international expansion of the men’s grooming brand and honed its digital strategy.
Joffredo joins NYX at a time when mass market makeup sales in the U.S. have been consistently flat or in decline, as consumers embrace shopping for beauty in specialty and online channels. The L’Oréal stable of brands — NYX, L’Oréal Paris and Maybelline — have been continual outliers with NYX as the leader, with sales routinely trending above category performance. Mass makeup and nail sales were flat for the 52 weeks ending Sept. 18, according to Nielsen data, compared to NYX, up 20.3 percent. Still, weak mass marketing conditions may be affecting the brand — four-week data from Nielsen ending Sept. 18 puts the brand up 15 percent.