The El Segundo, Calif.-based company said Sokol would be a central part of the Haus Labs team to help grow the brand. She will be responsible for conceptualizing, initiating, developing, evaluating and executing new product development and formula enhancements across multiple product categories. Sokol will work closely with the SVP of Product Development in creating disruptive product concepts, lead the creation of ingredient stories, benefits, claim validation and product profiles to align with strategy global brand and product marketing team, will work with external R&D labs, contract manufacturers to support timely and efficient project management and 360° execution, while identifying white space opportunities, gaps in the portfolio and new sources of innovation.
In her last role at Makeup by Mario, Sokol spent over a year conceptualizing and developing new product launches. She worked directly with the President and CEO on the rapid-to-market timeline, created a new hybrid breakthrough category, and built a best-selling franchise, all while significantly outpacing makeup growth since the beginning of the year in all channels. She spent six years at MAC, building global eye product innovation and strategy in conjunction with the Senior VP and CMOs, while driving compelling claims and narratives, creating concept creation that facilitates global go-to-market and 360° consumer marketing execution. Sokol has also worked with Avon, Revlon and Almay.
“His ability to distill great ideas, anticipate trends and turn them into iconic and relevant products is unmatched and I am confident that his expertise will be a tremendous asset to Haus. [Labs] as we continue to build on our recent brand evolution and product-centric strategy,” said Gloria Ryu, Senior Vice President of Product and Innovation at Haus Labs.