Yasmin Dastmalchi
Named as one of AdWeek’s Creative 100 Brand Innovators in 2025, Yasmin Dastmalchi is the US Brand President of Maybelline New York and essie. A force of energy in the beauty industry, Yasmin brings a wealth of experience from her impressive tenure at L'Oréal USA. Having led across both the Professional and Consumer Products Divisions, her expertise spans iconic brands including Matrix, Kerastase, Shu Uemura Art of Hair, Baxter of California, and NYX Professional Makeup.
A champion of consumer-centric innovation, Yasmin is renowned for her ability to build authentic connections with Millennial and Gen Z consumers. Her leadership is defined by "first-of-its-kind" milestones, from architecting NYX Professional Makeup’s Super Bowl debut to Maybelline’s viral micro-drama series, “Maybe This Christmas.” Yasmin is characterized by bold creativity, a passion for innovation, and a talent for motivating high-performing teams. Her dedication to mentorship makes her not only a leader but also an inspiration to the next generation of beauty professionals.
A champion of consumer-centric innovation, Yasmin is renowned for her ability to build authentic connections with Millennial and Gen Z consumers. Her leadership is defined by "first-of-its-kind" milestones, from architecting NYX Professional Makeup’s Super Bowl debut to Maybelline’s viral micro-drama series, “Maybe This Christmas.” Yasmin is characterized by bold creativity, a passion for innovation, and a talent for motivating high-performing teams. Her dedication to mentorship makes her not only a leader but also an inspiration to the next generation of beauty professionals.