Makeup by Mario’s Global President Alicia Valencia has announced her exit from the MUA-founded cosmetics brand.
Valencia helped launch the make-up line with renowned celebrity MUA Mario Dedivanovic in 2020.
“It was with very mixed emotions that I informed my Makeup by Mario family today that I am leaving my position as Global President of Makeup by Mario,” Valencia said in a post on LinkedIn.
The established beauty executive, who has previously held senior positions at Pat McGrath Labs, Bobbi Brown and Estée Lauder Companies, said she made the “difficult decision” to spend more time with her family.
“First and foremost, I am immensely grateful to Mario for giving me the opportunity to work with him and help bring his extraordinary vision to fruition these past six years,” Valencia continued.
“I am very proud of the brand we have built, and even more proud of our amazing and passionate team members that give so much of themselves to make our brand such a success.
“Whether it is our New York office team or our field teams, I am so thankful for each and every one of them.
“It has truly been a privilege to work with such a dedicated and talented group of individuals, and I have no doubt that they will continue to fuel the amazing growth trajectory we have had since launching our brand in 2020.”
Valencia said her future would focus on “opportunities where I can share my knowledge and continue to make a difference”.
She added: “For those that know me, you know that I am extremely passionate about our industry and even more passionate about helping current and next generation entrepreneurs and senior leaders, especially women, succeed.”
Since launching, Makeup by Mario has rapidly grown a loyal global following for its artist-grade formulations and emphasis on real-world wearability.
Dedivanovic is known for his work with the Kardashian-Jenner family, and other A-listers such as singer Ariana Grande and actress Kate Bosworth.
Makeup by Mario landed backing of US$40m in 2023 from private equity firms Provenance and Silas Capital, valuing the business at $200m.
The investment fuelled expansion into new markets and team growth, as well as being used to address inventory challenges.
At the time the brand said sales had tripled year-over-year thanks to its D2C website and revenue from 1,200 Sephora stores where it was stocked.
Its presence at the LVMH-owned retailer has since expanded, with a new partnership announced last year.
Dedivanovic, who serves as CEO and CCO, said in a statement to Cosmetics Business: "I want to personally thank Alicia on behalf of Makeup By Mario for her partnership and contributions to the brand.
"It has been a wonderful journey over the last several years. We wish Alicia all the best in her next chapter."
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