Career advice: How I became Brand General Manager at NARS UK

NARS is a make-up brand loved by consumers and make-up artists alike, and Rachel Leon-Wardrop sits at the helm of the Shiseido-owned company as Brand General Manager of its UK operations. 

Leon-Wardrop's role spans strategy and operations for NARS UK, as well as navigating the dynamics of the UK and Irish beauty market to make sure the brand turns up for consumers in the right places, at the right time, and with the right messaging.

It is a huge and complex role, and one that takes seasoned time management and organisational skills, as well as creative and agile thinking. 

Below, Leon-Wardrop explains her key duties at NARS UK, charts her journey to the top and shares her advice on the essential skills a cosmetics industry professional needs to make it in a leadership position like this. 

Tell us about your first job in beauty?

My first role in the industry was as Senior Product Manager for Guerlain, overseeing the French brand’s skin care and make-up.

I had spent three years in a product marketing role in a completely different industry before, but knew beauty was my true passion.

Fortunately for me, my soon-to-be manager wanted fresh thinking and was open to candidates from outside the sector, which was rare at the time.

Guerlain is where I truly cut my teeth.

What was a lesson you learned early in your career?

Always put the consumer at the heart of everything and never stop asking why.

Whether it is understanding behaviours or evaluating campaign performance, asking questions helps uncover opportunities.

Career advice: How I became Brand General Manager at NARS UK

Is there someone who has helped you climb the ladder or provided some key advice?

I owe a very special thank you to Emmanuelle Noyer, my first manager in beauty [at Guerlain], who coached me tirelessly.

I still remember the many hours spent refining presentations to tell a compelling story and outline a sharp launch strategy.

It was intense, but it shaped how I communicate today.

What is the best thing about your current job?

Leading NARS. I have always been a fan of its performance and aesthetic.

What core skills do you need to have as a leader today, particularly in beauty?

Agility and resilience are crucial and essential.

The market is shifting fast – new beauty brands are launching, consumer behaviour is evolving, and social media is driving change daily.

Leaders need to embrace the pace, be comfortable with ambiguity and lead through change.

I focus on bringing energy, optimism and authenticity every day.

A positive mindset and being