Juliana Hendershot joins Charlotte Tilbury Beauty as SVP Marketing & Experiences

Juliana Hendershot has taken on the role of Senior Vice President, Marketing & Experiences, at Charlotte Tilbury Beauty, bringing extensive experience in beauty marketing, consumer engagement and brand strategy.

Juliana joins the British beauty brand following senior marketing leadership roles across some of the industry's established names. Most recently, she served as Vice President of Marketing, Americas, at Huda Beauty. Before that, she held leadership positions at LVMH's Fresh, The Estée Lauder Companies, CHANEL and Clinique.

Her career spans regional and global marketing, brand development, consumer strategy and retail-focused initiatives. This experience provides a broad foundation for a role that brings marketing and consumer experiences together within a beauty brand known for its distinctive identity and customer engagement.

Building a career across global beauty brands

Juliana's career has developed across several major beauty companies, with responsibilities spanning different brands, markets and consumer segments.

At Huda Beauty, she served as Vice President of Marketing, Americas, overseeing marketing initiatives for the region. Her work included consumer engagement, public relations and influencer activity, alongside campaigns designed to connect the brand with beauty audiences.

Before joining Huda Beauty, Juliana spent several years at Fresh, part of LVMH, progressing from Vice President of North America Marketing to Vice President of Global and North America Consumer Marketing.

At Fresh, her remit covered regional and global consumer marketing, bringing together brand priorities and market-specific execution. This experience added a broader international dimension to her career and strengthened her understanding of how beauty brands engage consumers across different markets.

Earlier, at The Estée Lauder Companies, Juliana held several executive leadership positions, including Executive Director of Global Marketing for Estée Lauder, Executive Director of Worldwide Travel Retail Marketing for Tom Ford, Darphin and Kilian, and Executive Director of North America Marketing for MAC Cosmetics.

These roles exposed her to different brand positions, consumer audiences and routes to market, from prestige skincare and fragrance to makeup and international travel retail.

Connecting brand strategy with consumer engagement

A recurring theme throughout Juliana's career has been the relationship between brand strategy and the consumer experience.

Beauty marketing increasingly extends beyond traditional advertising to include product launches, influencer partnerships, retail experiences, community engagement and digital interactions. Coordinating these touchpoints requires a clear brand identity while adapting execution to the expectations of different consumer groups.

Juliana's experience across Huda Beauty, Fresh, Estée Lauder and MAC Cosmetics spans several of these dimensions. Her work has included regional marketing, global brand initiatives and consumer engagement programmes, providing exposure to both strategic planning and market-level execution.

At Charlotte Tilbury Beauty, the combination of marketing and experiences in her new remit places these disciplines together. The role creates an opportunity to align brand communications with the ways consumers discover, engage with and experience the brand.

Experience across luxury and prestige beauty

Juliana also brings experience from CHANEL and Clinique, adding further depth to her background in prestige beauty.

At CHANEL, she worked in marketing before joining The Estée Lauder Companies, where she held roles across Clinique, Estée Lauder, MAC Cosmetics and other brands. Her responsibilities included regional marketing in Latin America, global marketing and North American brand leadership.

This range of experience is significant in an industry where brands must maintain a consistent identity while responding to changing consumer preferences, regional market dynamics and evolving expectations around product discovery and engagement.

Her academic background also reflects a focus on the beauty sector. Juliana completed a Master of Professional Studies in Cosmetic and Fragrance Marketing and Management at the Fashion Institute of Technology, complementing her professional experience across the industry.

Charlotte Tilbury Beauty's next chapter

Charlotte Tilbury Beauty has built its global presence around makeup, skincare and beauty experiences, supported by a recognisable brand identity and a strong founder-led creative vision.

In this environment, marketing leadership involves maintaining consistency across markets while developing relevant ways to engage consumers. Brand storytelling, product launches, digital engagement and in-person experiences all contribute to how consumers connect with a beauty brand.

Juliana's background across global and regional marketing provides experience in managing these priorities across different brands and consumer segments.

Her new role as SVP Marketing & Experiences brings together two closely connected areas: shaping how the brand communicates and helping create meaningful experiences around its products and identity.

Looking ahead

Juliana's appointment marks the next step in a career spanning more than a decade of marketing leadership across the beauty industry.

From regional marketing roles at Clinique and CHANEL to senior positions at Estée Lauder, Fresh and Huda Beauty, her experience has covered global brand strategy, consumer marketing and market development.

At Charlotte Tilbury Beauty, she brings that breadth of experience to a leadership role focused on marketing and experiences. As beauty brands continue to compete for consumer attention across digital and physical channels, connecting brand identity with relevant and consistent consumer engagement will remain an important priority.

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About Charlotte Tilbury Beauty

Charlotte Tilbury Beauty is a global beauty brand founded by makeup artist Charlotte Tilbury. The company offers makeup, skincare and beauty products and operates across international markets through retail partners, its own retail presence and digital commerce channels.

Source: Juliana Hendershot's LinkedIn announcement