Winky Lux Appoints Lauren Bloomer as CEO

Beauty brand Winky Lux has named Lauren Bloomer chief executive officer.

Cofounder Natalie Mackey will continue to drive the brand’s creative evolution as creative director.

The move follows a period of expansion — bolstered by the majority investment from Core Industrial Partners in July 2024.

“I have always believed that great leadership fuels creative innovation,” Mackey said. “After an extensive search for a visionary leader who shares our passion for redefining beauty, I am thrilled to introduce Lauren as our new CEO. This decision is a pivotal step for Winky Lux as we continue to grow while staying true to our core values of joy, playfulness and community.”

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Before joining Winky Lux, Lauren served as president of the Good Glamm Group, where she oversaw international expansion and served as a board member for Wyn Beauty by Serena Williams. Prior to that, she spent 14 years at the Estée Lauder Cos. where she held leadership positions at Becca Cosmetics, the Estée Lauder brand and Clinique.

“I am honored to join a brand as spirited and innovative as Winky Lux,” Bloomer said. “Working closely with Natalie, whose creative vision has been the heartbeat of this company from Day One, I look forward to building upon its strong foundation. Together, we will further ignite the brand’s growth, ensuring that each new chapter reflects our commitment to quality, creativity and fun.” 

Founded in 2015, the cosmetics and skin care brand is sold at Ulta Beauty, Target, Shoppers Drug Mart and more. Bestsellers include Flower Balm, Universal Brow Pencil and Peeper Perfect Concealer.