Named as one of Adweek’s Creative 100 Brand Innovators in 2025, Yasmin Dastmalchi is the US Brand President of Maybelline New York and essie. A force of energy in the beauty industry, Yasmin brings a wealth of experience from her impressive tenure at L’Oréal USA. Having led across both the Professional and Consumer Products Divisions, her expertise spans iconic brands including Matrix, Kerastase, Shu Uemura Art of Hair, Baxter of California, and NYX Professional Makeup.