Yasmin O’Neal is the Global Brand & Impact Senior Director at DECIEM, where she leads one of the most culturally disruptive beauty brands of the past decade: The Ordinary. Her leadership is vital in sustaining The Ordinary not just as a skincare brand, but as a movement that challenges how beauty is created, priced and represented worldwide. Yasmin has built unforgettable campaigns during her tenure, including The Periodic Fable, The Secret Ingredient and most recently The Markup Marche, all three gaining worldwide recognition and acclaim for their breakthrough approach to advertising and industry-changing creative.

Parallel to her disruptive marketing campaigns, Yasmin is a steadfast advocate for social equity. Having previously transformed Procter & Gamble UK’s Diversity and Inclusion agenda, she now leads DECIEM’s Impact team as they work to advance critical sustainability and social equality initiatives. Her commitment to progress extends to empowering the next generation of industry leaders, creating meaningful opportunities through internal training programs and mentorship in the wider industry.