E.l.f. Cosmetics names new CEO

NEW YORK — On the heels of news that TPG Growth has acquired a majority stake in e.l.f. Cosmetics, the beauty brand has announced the appointment of consumer products veteran Tarang Amin as president, CEO and director, effective immediately.



Amin succeeds former CEO Joey Shamah, who will continue as a significant investor and director and will maintain an ongoing management role in the company.



Amin has more than 20 years of consumer products experience. Most recently he served as president, CEO and director of Schiff Nutrition.

 

“We welcome Tarang to e.l.f., and believe his success at building major consumer brands will be quite valuable in the next stage of the company’s growth,” stated Shamah. “With TPG Growth and Tarang behind e.l.f., we have added key resources to build-out our attractive niche in cosmetics and maximize the value of the brand.”



Before Schiff, Amin was VP, GM of The Clorox Co.’s Litter, Food and Charcoal Strategic Business Units, taking Kingsford, Hidden Valley, and Fresh Step to new records. Prior to Clorox, Amin held management positions at Procter & Gamble where he helped grow Pantene’s sales from $50 million to $2 billion, as well as helped increase sales of Bounty by $300 million.



In addition to Amin, e.l.f. also announced other key additions to its management team, effective immediately, including:



Richard Baruch Jr., SVP, chief commercial officer – Baruch most recently served as SVP and chief commercial officer at Schiff Nutrition. Previously, he was VP – Category Advisory Services at Coca-Cola Refreshments. Previously, Baruch was president and COO of Cotn’Wash. Prior to that, Baruch spent 14 years at Clorox. He began his career at Procter & Gamble in various sales management roles.



Erin Daley, SVP, chief marketing officer – Daley most recently served as VP of Marketing and New Products at Schiff Nutrition. Prior to Schiff, Daley had more than 16 years of leadership experience in brand management and communications. She served as director of Solutions Marketing for Pacific Gas & Electric Co., and was a brand manager at Procter & Gamble, where she launched Crest Whitestrips and developed Charmin Ultra Strong.



Scott Milsten, SVP, general counsel and corporate secretary – Most recently, Milsten served as SVP, general counsel and corporate secretary at Schiff Nutrition. Prior to Schiff, he was SVP, general counsel and corporate secretary of Celera Corp., a healthcare diagnostics company, until Celera's sale to Quest Diagnostics. Prior to Celera, Milsten was deputy general counsel for Gen-Probe Inc.



Megan O’Connor, VP, digital – O’Connor recently led digital marketing and e-commerce for Schiff Nutrition. Prior to that, she was a founding employee and key member of the leadership team of American Giant. O’Connor was previously director of Marketing for Levi’s, where she led digital marketing strategies and implementation. She also has experience launching e-commerce and digital marketing for Estée Lauder, Colgate and Procter & Gamble.