Emine ErSelcuk is a beauty biz veteran. She has worked across numerous channels, categories, functions, and geographies. Her greatest passion is helping brands successfully navigate the ever-changing industry landscape; finding innovative ways to delight the consumer; and supporting women and underserved communities.
Emine is a proud Ambassador for Cosmetic Executive Women (CEW), serving as a board member since 2021, advocating for women and their careers within the beauty industry. As a part of her mission to support women in business, she is also an accredited Jay Shetty life coach.
Emine is currently Chief Sales Officer at Vintner’s Daughter, overseeing global growth, distribution, and partnerships for the brand. Vintner’s Daughter was founded on the principles of unparalleled quality and efficacy, inspired by founder April Gargiulo’s background in the world of fine winemaking, and its uncompromising standards for performance, craftmanship, quality, and safety have placed it in a category of its own within luxury skincare.
Previously, Emine held the role of Senior Vice President of Merchandising at IPSY, the largest beauty subscription business in the world including IPSY and BoxyCharm, overseeing the Merchandising, Planning, Personalization, Brand Partnerships, Product Development and Sourcing teams of 60+ people. Within this role, she oversaw the team that sourced and managed 1,500+ brands and decided what brands/products got featured in six IPSY/BoxyCharm subscription programs, as well as two high growth commerce businesses. She also helped the company move through $100M in excess inventory in 2022.
During her time at IPSY, ErSelcuk spearheaded the creation of IconBox, a curated premium subscription box launched in Feb 2021 featuring curators such as Alicia Keys, Khloe Kardashian, Halsey, Huda Kattan/Huda Beauty, Addison Rae, Patrick Ta, Anastasia Soare/Anastasia Beverly Hills, Vanessa Hudgens, Pat McGrath, and Gwen Stefani. She also invested $55M+ to support Black and Latinx founded brands within IPSY’s Beauty Amplified programming.
Before IPSY, Emine was Vice President Brand at Morphe, leading two key areas – the omni-channel multi-brand retailer division and ownership of the brand development platform, both priority divisions. Prior to this and for the bulk of her experience at Morphe, Emine was VP Global Retail, leading the execution of the retail org of 1,000+ employees including Sales & Ops, Real-estate, Store Construction, Education, Merchandising, Channel Marketing, Events, and Tradeshows, growing stores from 1 to 50. During her time at Morphe, she opened 50 profitable stores in two years commanding average opening crowds of 5-21K people. Morphe made headlines in 2019 with one of the largest private equity transactions in the beauty business with General Atlantic’s acquisition at a $2.2B valuation.
Prior to Morphe, Emine led global sales, distro, and strategy for Kendo Brands, an LVMH company, including Fenty Beauty by Rihanna, Ole Henriksen, Marc Jacobs Beauty, Kat Von D Beauty, Bite Beauty, and Formula X. Emine founded EyeLit Beauty in 2015, a beauty consulting firm. During this time, she advised private equity firm VMG and brands Drunk Elephant, McEvoy Ranch, and High Beauty.
Emine’s career in beauty started in 2004 with Bare Escentuals//bareMinerals. Under Emine’s direction, the brand became the largest beauty brand at Sephora & QVC and garnered numerous Best of Sephora awards. For an interim period, she worked at PerriconeMD as VP Sales and successfully relaunched a critical rebrand, but then returned to bareMinerals to lead the wholesale division worth $750M+ and help the Company develop The Buxom brand.
Emine left bareMinerals to work with The Estee Lauder Companies (ELC), guiding brands on how to navigate the fast growing specialty channel including Sephora & ULTA retailers and ELC brands Clinique, Smashbox, Estee Lauder, Tom Ford Beauty, Origins, Bumble & bumble, and others. After this, she worked with Stella & Dot as GM, overseeing the creation of the award- winning beauty brand, EVER, launched Spring 2015.
Emine is currently an active member of The Board, a trade group supporting fractional C level executives within Beauty, Fashion, Media, and Entertainment. She also serves as a strategic advisor for financial/payment services companies, Catch and Drivepoint.
Before the cosmetics industry, Emine held leadership positions within sales/management at US Airways and British Airways. Emine has served as faculty at the International Air Transport Association (IATA), an airline trade group that provides training/coursework to airline execs and employees globally, as well as outside organizations such as the United Nations.
She holds a BA from Indiana University in Journalism/Marketing and an additional concentration in Theatre studies. While studying, she won the Ernie Pyle photojournalism award. During college, Emine studied French at the College International de Cannes in France.
Emine lives in San Francisco with her husband Dante, daughters Leyla (11) and Indigo (6), and a Husky-Pomeranian puppy named Angel.
