Emine ErSelcuk 2022

Emine ErSelcuk

SVP, Merchandising

BFA/Ipsy & BoxyCharm

Emine ErSelcuk is a beauty biz veteran and self-described product fanatic. She has worked across numerous channels, categories, and geographies. Her greatest passion is helping brands successfully navigate the ever-changing industry landscape and finding innovative ways to delight the customer.

Emine is currently SVP Merchandising at Beauty For All Industries including IPSY and BoxyCharm, the most coveted beauty subscription businesses in the world, overseeing the Merchandising, Planning, Personalization, and Brand Partnership functions leading a corporate team of 60 within New York City, Los Angeles, Buenos Aires/Argentina, and the San Mateo/San Francisco Bay Area. This includes deciding which brands and products get featured in the six IPSY subscription programs plus 2 commerce entities; as well as overseeing the team that sources and manages 300+ brands.  

Before IPSY, Emine was Vice President, Brand at Morphe, leading two key areas – the omni-channel multi-brand retailer division and the ownership of the brand development platform, both priority divisions. Prior to this, Emine was VP Global Retail, leading the execution of the retail org of 1,000+ employees including Sales & Ops, Real-estate, Store Construction, Education, Merchandising, Channel Marketing, Events, and Tradeshows, growing stores from 1 to 50.

Prior to Morphe, Emine led global sales, distro, and strategy for Kendo Brands, an LVMH company, including Marc Jacobs Beauty, Kat Von D Beauty, Ole Henriksen, Bite Beauty, Formula X, and Fenty Beauty by Rihanna. Emine founded EYELiT BEAUTY in 2015, a beauty consulting firm. During this time, she advised VMG and Drunk Elephant.

Emine’s career in beauty started 2004 with Bare Escentuals (BE). Under Emine’s direction, the brand catapulted to the largest beauty brand at both QVC and Sephora and garnered numerous Best of Sephora awards. For an interim period, she worked at Perricone MD as VP Sales and successfully relaunched a critical rebrand, but then returned to BE to lead the highly profitable wholesale division and help the Company develop the newly emerging Buxom brand.

Emine left BE to work with The Estee Lauder Companies, guiding brands on how to navigate the specialty channel including Clinique, Smashbox, Estee Lauder, Tom Ford Beauty, Origins, Bumble & bumble, and others. After this, she worked with Stella & Dot as GM, overseeing the creation of award-winning beauty brand, EVER, launched Spring 2015.

Before she joined the cosmetics industry, Emine held leadership positions within sales/management at US Airways and British Airways. Emine has served as faculty at the International Air Transport Association (IATA), an airline trade group that provides courses to airline execs and employees globally, as well as outside organizations such as the United Nations.

She holds a BA from Indiana University in Journalism/Marketing and an additional concentration in Theatre studies. During college, Emine studied French at the College International de Cannes in France.