Women’s Health has named Maura Lynch its beauty and lifestyle director.

Lynch comes to the Rodale-owned glossy from InStyle where she served as senior beauty editor. At Women’s Health, she will be responsible for all beauty content, as well as overseeing home coverage and top-editing fashion stories. The role of beauty director was previously held by Molly Nover-Baker, who recently left the company. Women’s Health said it has since expanded the role to include beauty and oversight of lifestyle coverage.

Lynch will start March 14 and report to editor in chief Amy Keller Laird.

“Maura is both a market whiz — able to spot trends before they become trends — as well as a real wordsmith who imbues even the most basic beauty story with wit, freshness and cultural relevance,” Laird said. “Beauty is a huge category for the brand and Maura will be a key contributor for its continued growth.”

Prior to her gig at InStyle, Lynch served as senior beauty editor of Lucky, and also held beauty roles at Teen Vogue and Elle.

For her part, Lynch offered: “I’ve loved watching Women’s Health evolve under Amy’s leadership, and I share her vision for creating content that empowers readers, which is why I am so excited to join the team. The most impactful step in any beauty routine is taking care of yourself, and I want to bring that philosophy to the pages I work on each month, with stories that are as intelligent as they are entertaining.”