Former Director of Product Development at e.l.f. Beauty

The expert is a former VP of Product Development at e.l.f. Beauty, where he spent over eight years advancing product performance across e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare. He co-led the development of hero lines such as Jelly Pop, Camo concealers and foundations, and Halo Glow powders, aiming to deliver prestige-level formulas at accessible price points. Dividing his time between San Francisco labs and Shanghai factories, he worked hands-on with chemists and conducted production inspections to accelerate development timelines. He also led shade range expansion initiatives for inclusivity, benchmarking e.l.f. products against brands like MAC, NARS, and ColourPop.