Carye Campbell is the Vice President of Merchandising, Fragrance at Sephora. In her role, Carye is responsible for shaping Sephora’s fragrance strategy, driving sales, curating offerings, and developing the retailer’s highly differentiated assortment to help maintain Sephora’s position as a top prestige fragrance destination.
With over 20 years of experience in the fragrance industry, Carye joined Sephora in 2012. Throughout her tenure, she has played a pivotal role in the success of Sephora’s fragrance category, consistently driving impressive year-over-year growth as consumer interest in fragrance continues to rise. Bringing to market a unique assortment of classic, clean, and emerging scents, Carye has led the launch of beloved brands such as KAYALI, FORVR Mood, Phlur, BROWN GIRL Jane, LoveShackFancy, World of Chris Collins and more. She continues to guide the category’s strategic growth, spearheading initiatives such as Sephora’s fragrance sampling programs and the popular Sephora Favorites fragrance discovery kits. She and her team collaborate with key brands to share olfactive trends with brand partners, influencing the creation of top selling fragrances not only for the Sephora client but for the total market. By expertly fostering relationships with brands and masterfully spotting emerging trends – from iconic designer scents to socially conscious indie brands – Carye drives continuous growth through bold, strategic innovation.
Prior to joining Sephora, Carye held various merchandising and planning roles leading high-performing fragrance teams including as the Vice President of fragrance at Macy’s. Carye attended the University of California, Los Angeles, where she received her B.A. in Economics. She currently lives in San Francisco with her husband.