Laurie Lam

Laurie Lam serves as chief brand officer at e.l.f. Beauty, a leading company in the beauty industry. In this role, Lam oversees e.l.f.'s global brand strategy and drives growth across all product categories, supporting the company's mission to make quality beauty products accessible to all consumers.

With nearly 20 years of experience in building global brands, Lam is recognized for her leadership in the beauty sector. Her responsibilities include stewardship of the entire e.l.f. family of brands, such as e.l.f. Cosmetics, e.l.f. SKIN, Well People, and Keys Soulcare.

Prior to joining e.l.f. Beauty, Lam held several leadership positions at L'Oréal USA within the Professional Products Division and Consumer Products Division, working in the United States, France, and Asia-Pacific. Her roles at L'Oréal included vice president of e-commerce digital, vice president of business development strategy and acquisitions for the Professional Products Division, and head of marketing and digital for skincare beauty. Lam's expertise spans marketing, e-commerce, digital innovation, acquisitions, and business development. She also completed an executive program at the MIT Sloan School of Management.

At e.l.f. Beauty, Lam has contributed to the company's growth in the mass cosmetics market, including co-leading initiatives such as the company's first Super Bowl ad featuring Jennifer Coolidge. Under her leadership, e.l.f. has developed a marketing approach that has sparked industry-wide conversations and positioned the brand as a prominent player in beauty marketing and digital engagement.

Lam has played a significant role in shaping e.l.f.'s socially conscious brand identity. The company's campaigns, including the widely discussed "So Many Dicks," have addressed diversity in American boardrooms and launched broader initiatives like "Change the Board Game," aimed at increasing board diversity. Lam has emphasized the importance of diversity at the highest levels of decision-making, highlighting e.l.f.'s board composition as an example of progress in corporate governance.

Lam's influence extends as e.l.f. expands its presence in the beauty industry, including the acquisition of Rhode, a skincare brand founded by Hailey Bieber, and a partnership with Hello Sunshine to launch Sunnie, a Generation Z–focused experiential media and lifestyle brand. Lam has been a featured speaker at industry events such as the WWD Digital Beauty Forum, Advertising Week New York, Fast Company Most Innovative Companies Summit, and Adweek House at Cannes Lions, sharing insights on brand-building, digital innovation, and purpose-driven marketing.