How Milani Cosmetics CEO Mary van Praag ‘Creates the Magic’

 

The executive, who has driven Milani to new heights under her helm, is a 2026 CEW Achiever Award honoree.

Milani Cosmetics CEO Mary van Praag has driven the brand's growth by transforming it into a "newest legacy brand" through a strategy of merging core product strengths with trend-driven innovation, accelerating digital growth, and

elevating retail partnerships. Since 2020, she has boosted sales over 50% to over million by focusing on consumer-centric, high-quality, and accessible makeup.

 Key strategies implemented by Mary van Praag include:

• "In the Kitchen" Product Development: Van Praag fosters a collaborative approach to innovation, bringing together teams to bridge archival products with current trends.
• Consumer-Centric Retail Strategy: She emphasizes "shop alongs" with consumers to understand their purchasing journeys, easing decision-making in retail spaces.

·         Digital & Social Media Acceleration: Under her leadership, the brand has leveraged social media trends (e.g., TikTok) to inform product development and marketing, aiming for, "all buzz, no brand".

·         Market Expansion & Brand Elevation: Van Praag has led a successful transformation, resulting in Milani being named to Fast Company’s Brands That Matter list.

With over 30 years of experience, she brought a global omnichannel strategy to Milani following her roles at companies including Revlon, Johnson & Johnson, and Coty.