Winky Lux Welcomes Lauren Bloomer as CEO

Playful beauty brand Winky Lux has announced Lauren Bloomer as its new CEO, a leadership transition spearheaded by Co-Founder Natalie Mackey, who will continue to drive the brand’s creative evolution as Creative Director.

“I am honoured to join a brand as spirited and innovative as Winky Lux,” said Bloomer. “Working closely with Natalie, whose creative vision has been the heartbeat of this company from day one, I look forward to building on our strong foundation. Together, we will further ignite the brand’s evolution, ensuring that every new chapter reflects our commitment to quality, creativity, and fun.”

Bloomer brings more than 23 years of expertise in brand strategy, omnichannel growth, and team leadership. She previously served as President of the Good Glamm Group, where she oversaw international expansion, and as a Board Member for WYN Beauty by Serena Williams. She also spent 14 years at The Estée Lauder Companies, holding leadership positions at BECCA Cosmetics, the Estée Lauder brand, and Clinique.

“I have always believed that great leadership fuels creative innovation,” said Mackey. “After an extensive search for a visionary leader who shares our passion for redefining beauty, I am thrilled to introduce Lauren as our new CEO. This decision is a pivotal step for Winky Lux as we continue to grow while staying true to our core values of Joy, Playfulness and Community.”

Founded in 2015 by Natalie Mackey and Nate Newman, Winky Lux is dedicated to creating clean, innovative products with a touch of joy. With an ethos that beauty should be as expressive as it is effective, it delivers high-quality, accessible products that elevate everyday beauty routines. Since its launch, the New York-based beauty brand—whose products are plastic-neutral, thoughtfully sourced, and cruelty-free—has gained popularity for its fun-focused range, including bestsellers such as the Universal Brow Pencil, Flower Balm, and Peeper Perfect Concealer.

This leadership evolution follows a period of expansion for Winky Lux, during which the brand secured a strategic investment from CORE Industrial Partners in July 2024.

In her new role, Bloomer will lead the company’s growth—driving innovation, enhancing storytelling, and strengthening retail partnerships.