Huda Beauty is continuing its expansion beyond its Dubai headquarters with the recent appointment of Nathalie Kristo as the brand’s new North American President, effective October 1. In her new role, which will be based in Los Angeles, Nathalie will provide overall vision and use her strategic leadership and digital expertise to drive the growth of the influencer-created color cosmetics brand.

“I am excited to join the Huda Beauty family,” said Nathalie. “In just a short time, Huda Beauty has already become a powerful brand with its uniquely authentic, empowering and positive approach to beauty. Huda Beauty inspires and deeply connects with passionate followers from all around the world and I am eager to lead the brand’s development in North America.”

Prior to Huda Beauty, Nathalie worked at L’Oréal for over 18 years and most recently served as Global Brand President of NYX Professional Makeup. She will be succeeded by Yann Joffredo, who will assume her former title and be based in Los Angeles. Yann has been with the L’Oréal Group since 2005 and has held global leadership positions at several brands during his tenure. He most recently served as Global General Manager of Baxter of California, overseeing worldwide expansion with a digital-first strategy.

The news of Nathalie’s appointment follows the July announcement that Helena Sampson, former Vice President International, Kendo Brands, joined Huda Beauty as European President.

Speaking to Arabian Business, Huda Kattan, the brand’s Founder and Chairwoman, said the firm’s expansion plans are necessary to lessen the workload at its family-run headquarters in Dubai.

“We don’t have a lot of people on the team. It’s crazy how much the people here do. But we definitely need support. People would feel better and more relaxed,” she said. “I do feel that if we hired more brilliant people, we would be able to do much more. It’s hard hiring talent. We’re very particular with the people we hire. It’s part of the challenge.”