Alicia Valencia exits Makeup by Mario
This leadership transition occurs as the brand eyes further D2C and retail expansion.
USA – Alicia Valencia, Global President of Makeup by Mario, has announced her departure from the brand after six years, citing a difficult decision to spend more time with her family.
She expressed gratitude to the founder, Mario Dedivanovic, and pride in the team’s achievements during the rapid growth since the 2020 launch.
Valencia stated, “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 plans to pursue opportunities mentoring entrepreneurs and leaders, especially women, in the beauty industry.
Makeup by Mario, founded by celebrity makeup artist Mario Dedivanovic, achieved a USD 200 million valuation through explosive expansion.
In 2023, it secured USD 40 million in funding from Provenance and Silas Capital, tripling sales via its D2C site and 1,200 Sephora doors, while addressing inventory issues.
The brand expanded to over 1,600 Sephora locations globally, becoming a top 10 performer in North America with hits like the Master Mattes Eyeshadow Palette.
Valencia joined at launch, leveraging prior roles at Pat McGrath Labs, Bobbi Brown, and Estée Lauder to scale the artist-grade makeup line.
Under her guidance, Makeup by Mario built a global following for wearable, pro-level products tied to Dedivanovic’s work with stars like the Kardashians and Ariana Grande.
Her exit highlights the brand’s strengthened team, with Dedivanovic as CEO and CCO praising her contributions.
No successor has been named, but Valencia affirmed the team’s ability to sustain momentum amid Sephora partnerships and international push into Europe and Asia.
The 2023 investment supported the team’s growth of about 20 members and expansion into new markets, positioning Makeup by Mario for continued dominance in prestige cosmetics.
Makeup by Mario is a luxury beauty brand founded by celebrity makeup artist Mario Dedivanovic, offering high‑performance products across face, eyes, lips, and brushes.
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