Justina Mejia

SVP, Product Marketing & Development

Huda Beauty

Justina Mejia-Montane is a seasoned beauty industry expert with 20+ years of rich experience in Product Development, Innovation and Marketing. Most recently she is the Senior Vice President of Global Product Marketing & Development for Huda Beauty. In this role she has excelled in identifying product and business development opportunities across all categories – makeup, skin care, and fragrance – to sustain and advance Huda Beauty’s fast-paced growth in the market.

She is recognized in the field for her distinguished entrepreneurial spirit and as a collaborative business partner with a wide breadth of experience across various brands and categories. Justina’s innovation approach begins with the consumer to deeply understanding their desires and address their dissatisfactions. She then couples consumer insights with macro trends, breakthrough technology and disruptive product forms to deliver first-to-market innovation.

With extensive product development experience at The Estée Lauder Companies, Justina has held positions as the Vice President of Global Product Development at Aveda where she led the innovation strategy across all categories. Prior to that, she was the Executive Director of Global Product Development, Men’s Skincare at Lab Series for Men. In that position, Justina was responsible for the innovation pipeline in some of their fastest growing markets. She also held positions with the Aramis Designer Fragrances division and Bobbi Brown Cosmetics leading their product innovation efforts. Her journey at The Estée Lauder Companies began in 2004, driving new product development for the BeautyBank division where she launched four new brands – Flirt!, American Beauty, Grassroots and Good Skin Labs – for the corporation on a quick-to-market timeline.

Born and raised in Brooklyn, NY where her love of beauty was cultivated as part of her multifaceted Caribbean culture. She prides herself in having a strong sensibility when it comes to the multi-cultural consumer and is passionate about developing products and the corresponding marketing strategies that truly resonate and attract them.

Justina has a Bachelor of Science degree in Cosmetics and Fragrance Marketing from the Fashion Institute of Technology (FIT), State University of New York and an MBA in Digital Marketing & Social Media Management. She is a member of Cosmetic Executive Women (CEW) and is fluent in English and Spanish and conversant in Portuguese.