The cosmetics company that built its reputation on TikTok and mockumentaries is now restructuring the leadership behind its marketing engine.
E.l.f. Beauty has made three senior leadership appointments, reshaping its marketing and technology ranks as the company raises its fiscal 2026 financial outlook.
Oshiya Savur has been named chief marketing officer for E.l.f. Brands. She joins from beauty incubator Maesa, where she served as chief marketing and brand officer, and previously held senior roles at Suave, TRESemmé, Elizabeth Arden and Charlotte Tilbury, as well as Revlon’s luxury portfolio. Separately, Ekta Chopra has been elevated to a newly created role of chief technology and AI officer — a title that signals the company’s intent to formalise artificial intelligence as a distinct executive function rather than an extension of existing technology leadership.
The appointments sit alongside the previously announced arrival of a new chief brand officer, whose addition prompted the creation of the separate CMO role for Savur.
“Savur is one of beauty’s most dynamic builders, having led brand, innovation and omnichannel growth across some of the industry’s most recognised names,” the incoming chief brand officer wrote on LinkedIn. “She has a rare track record of turning consumer insight into action, driving multiple number-one launches.”
The changes come as E.l.f. reaffirmed confidence in its growth trajectory. “Our value proposition, powerhouse innovation and disruptive marketing engine continue to fuel our brands,” said Tarang Amin, chairman and chief executive. “We remain confident in our ability to grow market share and deliver best-in-class growth in beauty, as reflected by our raised fiscal 2026 outlook.”
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E.l.f. has built an unusually aggressive marketing identity for a mass-market cosmetics brand, positioning itself as a first-mover on emerging platforms and cultural moments. The company was among the earliest beauty brands to commit meaningfully to TikTok. Most recently, E.l.f. Cosmetics released a 10-minute mockumentary called “Vanity Vandals,” which made its theatrical debut at the TCL Chinese Theatre in Los Angeles — an unusual distribution choice for branded content. Earlier this year, the brand ran a purpose-driven campaign timed to Bad Bunny’s Super Bowl halftime show performance.