By  on January 12, 2018

Dr. Mirela Mitan, who helped launch blockbusters at companies including The Estée Lauder Cos. Inc., is debunking the conventional thinking in the skin-care category.

Skin-care brands are associated with multiple items, a trend pushed to its zenith with the influx of South Korean firms endorsing as many as 10 steps. In her previous positions, Mitan saw the need to feed marketing departments’ product machines to fill a pipeline of new items. But when she departed her post at Lauder to start her own company, called MMXV Infinitude, she decided to rewrite the rules.

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