Yasmin Dastmalchi is a force of energy in the beauty industry, bringing a wealth of experience from her impressive tenure at L'Oréal USA. Having led across both the Professional Products and Consumer Products Divisions, her expertise spans iconic brands like Matrix, Kerastase, Shu Uemura Art of Hair, Baxter of California, and NYX Professional Makeup. Yasmin was most recently named as one of ADWEEK's 2025 Creative 100 Brand Innovators.

Currently serving as General Manager for NYX Professional Makeup USA, Yasmin is known for her consumer-centric approach, particularly her skill in connecting with Gen Z. Her leadership is characterized by bold creativity, a passion for innovation, and a talent for building and motivating high-performing teams. Under her leadership, NYX Professional Makeup has achieved new heights, including the brand's groundbreaking Super Bowl commercial debut. Driven by a genuine passion for beauty and a relentless pursuit of innovation, Yasmin is a true force of nature in the industry.