Ella Klein — Brand Manager, Beauty
Passionate about the beauty industry, combining strategic planning, creative brand execution, and analytical rigor to drive growth.
London, 2026 No sponsorship required
- 5
- Categories owned at L'Oréal — Face, Lips, Eyes, Sun, and Skincare across Maybelline & Garnier.
- 4
- Countries shaped how I read a consumer — Romania, Italy, Australia, and the US.
- 2
- Degrees — Bocconi (International Economics) and University of Queensland (Leadership & Innovation).
By the numbers
Selected work.
Maybelline to № 1 at dm.
Teddy Tint, a lip franchise from zero.
SuperStay Lumi Matte, foundation reframed.
Sky High, a hero that kept climbing.
Electric Castle, beauty in the field.
On the practice.
I work in beauty because it's the one category where a small product is asked to do real emotional work — and I like problems with that much riding on them.
I lead Maybelline's Face and Lips portfolio in Romania, at L'Oréal — a market where consumers are sharp, retailers are consolidated, and budgets don't forgive a soft idea. It turns out to be a good place to learn the job.
My instinct is consumer first, product second, proof everywhere. I'd rather start a brief from the three-second mirror moment than from an ingredient claim, and I'd rather argue about the font on a shelf strip than delegate it. Strategy and execution are the same job; the brands that win treat them that way.
Romanian by default, Milanese by training, with a year in Australia that taught me how differently a beauty aisle can behave. Moving to London in 2026 — open to mass, premium, or challenger, as long as the brand wants to win the category rather than manage it.
- Based
- Bucharest → London
- Studied
- Bocconi · UQ
- Role
- Brand Manager, L'Oréal
- Languages
- EN (C2) · RO (native)
The path so far
Three beliefs.
Consumer first, product second.
Start from the three-second mirror moment, not the ingredient claim. If the brief doesn't name the consumer, it's not a brief.
Brief the feeling, not the feature.
A product is a list of specs. A franchise is a word consumers use when they talk about you to someone else.
One sentence survives retail.
If the positioning can't fit on a shelf strip and survive being repeated by a dm advisor, it's too complicated.