Today, clean beauty skin and makeup company Beautycounter announced three new appointments to its executive team to propel the brand into 2023. Christina Hoffman has been named Chief People Officer, Jen Lee has been tapped as Chief Impact Officer, and Luana Bumachar has been appointed Chief Marketing Officer.

Christina Hoffman


Christina Hoffman joins the brand as Chief People Officer, charged with overseeing all human resource activities to further instill Beautycounter’s mission into company culture with a focus on talent acquisition, employee engagement, learning and development, and diversity, equity and inclusion. Previously, Christina held positions at Microsoft, LinkedIn and eHealth, joining Beautycounter with over 20 years of talent strategy and culture experience.

Jen Lee

Jen Lee is taking on the role of Beautycounter’s first Chief Impact Officer with the goal of deepening the brand’s commitment and industry-leading achievements related to sustainability, advocacy and ingredient safety.  Previously serving as Beautycounter’s SVP of Supply Chain, Jen understands the challenges and opportunities of creating safer and cleaner products, and brings her relationships with manufacturing, transportation, and fulfillment partners to further align its operations and social impact.

Luana Bumachar joins Beautycounter as Chief Marketing Officer with more than 20 years of experience with consumer-centric brands. Her focus will include product innovation, growth marketing strategies and increasing Beautycouner’s brand awareness in its next stage of growth. Prior to Beautycounter, Luana held e-commerce and digital marketing roles at Unilever, Grove Collaborative and Central Garden & Pet.

Luana Bumachar

In July, Beautycounter named Kara Trousdale as its new Chief Commercial Officer. Kara joined Beautycounter after nearly an eight-year tenure at Amazon where she served as Chief Marketing Officer for Amazon Fashion, and held leadership positions at Amazon Grocery, Personal Care, Supply Chain, and Private Brands prior to that. Kara brings the insights and learnings from her time at Amazon to Beautycounter to scale the business and oversee the brand’s evolving omnichannel model.