Amanda E. Johnson has left her COO role at Mented, the beauty company she co-founded with KJ Miller in 2017, to join Underlining as Chief Marketing Officer. Underlining is a makeup and skin care company founded three years ago by Aidan Cole, De Elias Gracia and Razvan Romanescu. Its current portfolio includes Tat Brow, an eyebrow makeup brand; Nailboo, premium nail care products; and Hide, a foundation and concealer line which has achieved $3 million in sales since the start of 2021. In her position, which became effective August 2, Amanda will work directly with the cofounders to enhance storytelling for the company, which is closing in on $50 million in revenue since launch.
“Underlining is the very best of the beauty industry in its ability to understand customer pain points. The company has effectively built three amazing brands because they knew customers wanted at-home products to replace the expensive and sometimes dodgy services offered in the market. I took this job because it’s a great opportunity to think about new problems and customers all at a different scale than my previous role,” said Amanda. “As Chief Marketing Officer I feel very fortunate to work with the awesome co-founders to further expand and cement their vision for the company. My responsibilities include revenue and brand strategy, retail, lifecycle marketing, social and influencer marketing, and community. I’m excited to continue to develop stories around existing and future brands.”
Amanda will continue to be involved with Mented as a Board Member.” The energy and love I have for the brand will never diminish,” she said. Mented has confirmed that they are currently not looking to replace the COO role.
“I’m most excited to win in a new way and in a new space, while continuing to sharpen my marketing skills and bring those to this job,” said Amanda. “I’m eager to grow a team in a new company and to keep bringing new solutions to the marketplace.”