Elana Drell Szyfer has joined Laura Geller Beauty as its new CEO, effective June 30. Elana briefly served as EVP Global Brand Strategy at Kenneth Cole Productions, from December 2013. Prior to that, Elana was a force in the beauty industry, holding executive level positions at L’Oréal, Avon and most recently, CEO Worldwide of Ahava Dead Sea Minerals. Elana will lead the brand as it relaunches this summer and releases 147 new products. The brand is now sold on QVC, in more than 700 Ulta stores and in a handful of Nordstrom department stores.

Alyce Cucurullo, who joined Laura Geller several years ago, has resigned from the company. Alyce had been charged with positioning Laura Geller for growth and expansion and securing an outside investment partner. In December 2012, Laura Geller Beauty successfully closed a transaction with Tengram Capital Partners. Alyce stayed on with the company to manage hiring and acclimating a new management team.