- 11 minutes ago
Yasmin Dastmalchi, President of Maybelline New York and essie US, shares how Maybelline has grown over the years, having Miley Cyrus as their brand ambassador and more.
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00:00Her manager called and said, you have no idea Becky's launching an album.
00:05And she put Maybelline in a song.
00:08And we were like, what?
00:15Desmond, it's such a pleasure to have you here.
00:19So you are the president, ladies and gentlemen,
00:21she is the president of Maybelline New York and Essie in the U.S.
00:26Oh, I'm the lucky one.
00:29You are lucky.
00:30We are lucky because every time we go into a store and we see those beautiful,
00:35huge Maybelline displays, you have something to do with it, right?
00:40I do.
00:41I will say my team is the one that creates all of that amazing content that you see.
00:46So what exactly does the president of Maybelline do?
00:50Oh, the question is, is what does the president of Maybelline not do?
00:54But, you know, I like to describe my job as two things.
01:00The first is bringing to life makeup in like a real environment.
01:07So whether that's in our stores, whether that's creating content, whether that's online.
01:13So that's number one.
01:15And I like to think that that brings joy to a lot of people.
01:18And I will say the second thing that I feel the president of Maybelline does,
01:23and honestly with the most amazing team,
01:26Maybelline has been around for 110 years.
01:29And I like to think that my job is to think about how to keep it going for the next
01:35110 years.
01:37I love that.
01:38And, you know, very apropos, I've been using Maybelline since I'm a little girl,
01:43as I'm sure everybody here has.
01:45So I brought my favorite Maybelline product.
01:48La Clásica.
01:50La Clásica.
01:53Mira, and it matches or it matches?
01:57My mom used to use Great Lash.
02:00I mean, growing up.
02:02I love it because we're color-porting.
02:03And by the way, it's still one of the top-selling mascaras in the country.
02:07I'm sure it is.
02:09And, Jasmine, your mother actually is Mexican, right?
02:13Yes.
02:13So mi mamá es de Guadalajara.
02:17So hablo un poco de español.
02:19So treat me kindly.
02:22Un poco.
02:23So your mother is from Guadalajara.
02:26She's Latina.
02:27So if she's Latina, I am sure that being perfecta was super important.
02:33So how was it growing up in an environment where being arreglada is important?
02:41So I should also tell you I'm half Persian and half Mexican.
02:46So the thing that they have most in common outside of amazing food is being arreglada.
02:52So I will say that I grew up making sure that my hair was always done perfectly, that I always
03:01had lip gloss and lipstick in my bag.
03:04And my grandma made sure, mi abuelita, she made sure that I started plucking my eyebrows when I was 12
03:10years old.
03:12That is, like, such a Latin thing to do.
03:15I mean, I can just hear my mother saying,
03:18Ay, Leilita, ¿por qué no se pone un poquito de colorete, mi hijita, antes de salir de la casa?
03:22Right?
03:23Like, I think we all grew up here.
03:24Look more alive, she would say.
03:26Look more alive.
03:29And how do you, it's, as you were saying, it's such a significant brand.
03:37I mean, it's such a household name.
03:39Everybody knows Maybelline.
03:41So when you're entrusted with that, Jasmine, how do you do?
03:45Like, how do you innovate without stepping over it?
03:49You know what I mean?
03:50Yeah.
03:52It's a good question.
03:53So Maybelline, for the last 13 years, so maybe don't quote me on that exact number,
03:59but it's been definitely 13, 13 plus, has been the number one makeup brand in the world
04:05and has been the number one makeup brand in the U.S. for the last few years.
04:09So it's true.
04:09It's a big, heavy thing to have on your shoulders.
04:14But I will say that the guiding light for us and for my team
04:20is to think about this brand as a brand of evolution and not a brand of revolution.
04:27So what do I mean about evolution?
04:30Consumers change.
04:31They're constantly demanding new things, new ways of connecting, new ways of engaging.
04:37I mean, as simple as going into a CVS, right, which we still do today,
04:42to shopping online on TikTok shop.
04:44And so as a brand of evolution, we have to find those ways of connecting with our consumer.
04:49So I use that as my guiding principle,
04:52is really, really knowing what my consumer wants and how to engage with them.
04:57So really meeting the consumer wherever they may be, right?
05:01And to that point, you have a great campaign with Miley Cyrus.
05:06I would love for us, can we play the Miley Cyrus clip, please?
05:10Try to bring makeup and music together in a more authentic way.
05:14So this is a dream.
05:21I'm so much better at talking about makeup than I am about my own songs.
05:24Isn't it fierce?
05:26Maybe it's Maybelline.
05:32And it's a beautiful campaign because, first of all,
05:36she redoes the Maybe It's Maybelline song and jingle.
05:42But also, Maybelline is important to her.
05:45She talks about it a lot.
05:46Yeah.
05:47You know, first of all, I feel very lucky this week.
05:51To be here with all of you is after coming back from Miley's performance
05:56at the Hollywood Bowl this last weekend, which was unbelievable.
06:03You know, when I think about Miley and our connection,
06:07she's one of our global ambassadors for the brand.
06:10And when we think about connecting with someone like Miley,
06:14it has to be super authentic.
06:16Like, when you meet her, she is real.
06:18She is herself.
06:20She has been different versions of herself with one real thing,
06:23which is about her authenticity.
06:24And so partnering with her has been amazing because she has used Maybelline her entire life.
06:31And she was inspired by Maybelline by watching her mom put her Maybelline lipstick on,
06:36put her great lash on.
06:38And that's been something that's just been near and dear to her growing up.
06:43And it was something that she's dreamed of doing.
06:45And what I will say is we didn't ask her to rewrite the jingle.
06:48I mean, when you think of Maybelline, usually the first thing that people do is sing that jingle back to
06:53us.
06:54And Miley, being as authentic as she is, being her real self, wanted to do her own version of that.
07:01So she wrote a song.
07:03And what did you think when she pitched that?
07:05Were you a little concerned or were you like, go for it, Miley?
07:08I mean, luckily she pitched it to our global team.
07:12But I will say when partnering with musicians and partnering with artists, which some of you are,
07:16it is about letting them be themselves.
07:19It is really about letting them authentically engage.
07:23And when you think about music and makeup, you ask yourself, what's the one thing they have in common?
07:28It's self-expression.
07:29It is about expressing yourself in a unique way.
07:34And the same thing needs to happen when they want to write and or sing music.
07:39So to that point, Joyce, can we see the Becky G video?
07:45So sexy, chiquitita con heels on.
07:49Wanna see me rock to the rhythm.
07:51Pulling off as a Maybelline.
07:52Google shop for the work to see.
07:54Google get disrespectful.
07:56You gon' thump on the table.
07:58Quieren una mi juca.
07:59Ser el ora mi nuca.
08:01Head to toe with some new new.
08:03Veres bitches a mew mew.
08:05Me robó su atención.
08:07De donde you come from.
08:09Mexico.
08:11Pulling up with some Maybelline.
08:12So in the song, Superstay Mad Ink.
08:19Yes.
08:20I mean, it stays for 10,000 words or more.
08:25For 10,000 words.
08:27I mean, we'll get back to Becky in a second.
08:30But we just launched a campaign with Nikki Nicole, actually being one of our many artists,
08:35including even Gigi, who I know was walking the amazing runway.
08:39But the campaign is all about speaking in ink and being able to speak for over 10,000 words.
08:46And that lipstick stays on, you know.
08:48So when I think of the marathon, which the Maybelline team is sponsoring on November 1st,
08:55doing a concert is a marathon.
08:57So Superstay Mad Ink.
09:00I love that.
09:01I didn't know the Nikki Nicole campaign.
09:04So she is, I said Nikki Nicole, no?
09:09Yeah.
09:10So what does she do?
09:12She puts the lipstick on?
09:15Yeah, no.
09:16So Nikki Nicole is one of, we created content with her where she's talking, you know,
09:22about why she loves Superstay Mad Ink and she's singing.
09:25And, you know, we put it all out in the media and really want to make sure that we use
09:28our platform
09:29to, you know, share her amazing work and her passion for the brand.
09:33So it really goes well because she's, I love what you said.
09:37She's singing with her makeup on, it stays on.
09:41It is like running America.
09:43I mean, someone said to me the other day, like a musician is often making out with their
09:46microphone.
09:46So I would highly recommend Superstay Mad Ink for anybody that's on stage.
09:53Now going back to Becky D.
09:55So that song is Marathon.
09:57It's one of Becky's hit songs.
09:59And she organically put Maybelline into the lyrics.
10:02Yeah.
10:03So, well, first, who's excited to see Becky tomorrow?
10:08Yes.
10:08Yeah, she is an amazing, amazing human.
10:13Yeah, so Becky actually was a, let's call it an ambassador of the brand.
10:19So she likes to say that you see her eyelashes and her eyeballs on our recent mascara launch
10:25called Body Mascara.
10:26So she was, you know, she definitely had the beautiful eyes to bring that to life.
10:33And she was one of our amazing models that we put out visually.
10:39And, but she really loved Maybelline.
10:42And she uses it authentically in her life, passed down from, you know, her generations
10:48of her family, su familia, of course, which is really dear and near to her heart.
10:53So, um, last year I get a phone call and, um, you know, her manager called and said, you
11:00have no idea Becky's launching an album.
11:03And she put Maybelline in a song and we were like, what?
11:08Um, so obviously it was organic, um, and we were able to partner with her to really bring
11:14it to life and integrate it into the music video.
11:17Um, you know, create content with other influencers that love Becky, give access to not just musicians,
11:24but also makeup artists that don't have access to that kind of thing.
11:27And, you know, we're, um, going to continue our journey and we continue to create content
11:31with her, um, whether it's maybe for the upcoming marathon.
11:34She came to the L'Oreal's, uh, Maybelline store the other day and she was shopping.
11:41So it's been really, really great partnership with her, but all organic.
11:45Yeah.
11:45I mean, what I love about that video is she, she puts on her Maybelline, but it is, it's
11:52so Becky and it's so that video, it's such a visual video, the, the, the red and the pink
11:58and the, and the white, everything is very, very on point.
12:03It was on point.
12:04And I will tell you the weekend that we found out about this, the, the song, um, I was sitting
12:09in Puerto Rico where Bad Bunny was about to play, uh, which was amazing.
12:14We were talking to her and her team, listening to the song, Top Secret.
12:19Um, and it was just great.
12:20And Maybelline has been the partner of the New York City marathon for the last three years.
12:24And it was like all the stars aligned, you know?
12:27So, Jasmine, how do you, what is Maybelline's strategy with Latin, especially in the U.S.
12:34where the Latin population is really has been growing so rapidly?
12:39How have you adjusted your strategy to serve that population?
12:45So, I will say that Maybelline has historically been a brand that is in many, many households,
12:51right?
12:52Um, across the U.S.
12:53And that includes all types of demographics, especially the Hispanic households.
13:00Um, and so our team and I have really spent a lot of time trying to understand the community,
13:05partnering with, with, um, experts in the space.
13:09Um, you know, some sitting in the front row that have really helped guide us.
13:13Um, and our strategy, I will say, has shifted in the sense that we want to make sure that
13:22we are building Maybelline in a tradition, in a traditional manner.
13:29And what I mean by that is making Maybelline a part of your everyday traditions, the same
13:35way that in the Latin communities, you are having dinner every night together, or the
13:43same way where you're sitting with your mom, watching her put her makeup on, or using her
13:47favorite shade of super stay matting pioneer, um, or even color sensational, um, that has
13:54been around or your great lash.
13:55And it's really about, um, for us, it's been about connecting with that consumer and not
14:01in a performative way, but building new traditions, uh, with some of our new innovations, some of
14:07our new content.
14:09Um, and the way that music is connected to that is especially important to us.
14:15Um, I will say that there are, like I said earlier, there are two things that connect these
14:20two things to connect music and makeup.
14:22It's self-expression, but also emotion.
14:25And you're feeling something when you put that lipstick on the same way that you're feeling
14:30something when you hear a song that you really like.
14:33Um, and you start moving, you know, um, I know I put on red lipstick when I have a big
14:38meeting and I need to feel a little bit of confidence and I put my power song on my walk
14:43in song.
14:43So it's that same thing.
14:45So for the Latin community, we're really engaging with artists that are connected to us, that
14:49have the same values and bring that same emotion and that same energy.
14:54So have you, has, has this program expanded say in the last one, two, three years, do you
15:00have more, um, music ambassadors than before and more Latin music ambassadors or are you
15:07actively looking?
15:08Yeah.
15:08I mean, listen, um, we are all music will be a core cultural lens that we bring Maybelline
15:16to life in.
15:17Um, and I will say from a community perspective, we'll continue to build out our roster of partners
15:24in the music space, especially, um, in the Latin X space.
15:29Um, and we're launching actually in partnership with billboard, a program called maybe dot,
15:35dot, dot, dot.
15:36We're next.
15:37And the idea is to use Maybelline as a platform to give visibility and, um, opportunities to
15:46these artists together with billboard.
15:47So we're super excited and we'll of course have our Latin, um, Grammy, future Grammy winning
15:54artists, um, on that roster.
15:56Well, you heard it here first guys.
16:00So maybe dot, dot, dot.
16:03Maybe dot, dot, dot.
16:05We're, you know, you're next.
16:07Well, one thing we were talking about upstairs, you were saying how you really love, um, the,
16:15sense of artists or creators or whatever they may be, musicians who you feel are the next
16:23generation, like finding them when they're in that kind of breaking point.
16:29So this is something, how do you do that?
16:32How do you find those artists in the Latin space?
16:35Well, first I feel super lucky.
16:37Like I said, I, there, we were talking this morning with some of the team from billboard
16:42and I will tell you, I don't find them, you know, it's not me that's sitting there, um,
16:48being the one that is an expert, but I surround myself with my, with experts.
16:52First, I put people that are passionate about the industry, passionate about music, passionate,
17:00um, you know, about identifying those, those, those individuals.
17:04And so on my team and I put them, um, obviously in charge of those projects, projects.
17:09And sometimes that means I have nothing to do with that.
17:11It's not my realm, but, um, you're the right person for the job.
17:16I would say the second thing is partnering with industry experts, you know, like whether
17:20it's our creative partners, agencies that are bringing us ideas every single day.
17:25Um, and I could, if I could jump on all of them, I would, or the experts like, uh, billboard
17:31who really have their, their, um, eye on the pulse, if you will.
17:36And their, um, and then I will say, and this is probably what she wants me to say or get
17:40to say is I am obsessed.
17:42So when billboard sends me a list or someone sends me an idea, I am down that rabbit hole
17:46of Tik TOK and Instagram, my very self watching 10, 20, a hundred videos.
17:53And often my husband's like, what are you doing?
17:55I said, I'm working, you know, but really I'm listening to music, really great music
17:59and putting on makeup.
18:01Yeah.
18:01I mean, so when, um, I hold on, I lost, I lost my train of thought here for a second.
18:11We were talking also before about a program you have called baby leans.
18:16Yes.
18:17So what are the baby leans?
18:20Well, I think there's a baby leans in the room.
18:24My dear Camila, Camila, let's say hi.
18:29You can just wave.
18:31Yeah.
18:31So one of our superstar baby leans, of course, um, the mother of an amazing musician,
18:38Joaquina, by the way.
18:39Um, but I will tell you the baby leans are, are partners that we have had that are influencers
18:47of different walks of life in entertainment, um, that really have a connection to Maybelline
18:54that have been using Maybelline that have been with us over the years.
18:58And, you know, we partner with them to create contents, um, specific to new launches or core
19:04products that they're super passionate about.
19:06Um, and you know, the goal is to really give them the space to create.
19:09Yeah.
19:10And what differentiates, if anything, the Latin consumer from other women who buy the, or,
19:19or men or whoever who buy the brand, what makes, what makes your Latin segment different?
19:26Is, are they maybe more social?
19:28Are they, is there anything that distinguishes them?
19:31Um, I will say, um, you know, from all of the research and the, you know, just my own,
19:38you know, background, um, there's no question that the Latin X and the Hispanic community
19:45is super engaged in beauty.
19:46It is, like I said, tradition for them.
19:49You know, they grew up with households of beauty and they have more than one lipstick, if
19:56not five in their bags.
19:58I mean, I, I'm scared to ask how many of you have your purses out and how many lip glosses
20:02or lipsticks you have in there.
20:04Um, actually not scared.
20:06I really hope they're all Maybelline by the way.
20:08Um, but you know, it's, it's like, they're very passionate and they're very connected to
20:13beauty and it's again, been a long run tradition in their households.
20:18So you have to, that's what makes it special.
20:20Do the way you reach them also, is it different as a result?
20:23Do you have to find more personal ways of getting to them?
20:26Yeah, absolutely.
20:28Absolutely.
20:28We have to be where they're at.
20:29I will tell you, this is the first year that we've been part of the Billboard Latin Music
20:33Week.
20:34And probably for me, this is one of the most powerful things to see.
20:38And I was just saying to the team, this is a group of amazing people that are giving advice
20:44to each other, that are supporting each other in this industry, um, in this space.
20:50And, and I think, you know, we do have to be in places that we have it.
20:53It doesn't mean that we're not connecting them with, with them on social.
20:56It does.
20:57We absolutely are creating content in Spanish, um, and different languages and different
21:02versions of Spanish and Spanglish and you name it.
21:05Um, but that's the part that's just the foundation of what we have to do.
21:09But we have to be in places like this.
21:11I love that.
21:12So it's kind of a complete 360 approach targeted towards the Latin consumer.
21:18Absolutely.
21:19Now, how about you, Jess?
21:21I want to know what are, what, what's your go to Maybelline?
21:25Maybelline, what's your Maybelline dot, dot, dot.
21:28So you spoke about one, you said, when you want to feel powerful and you have a big meeting,
21:33you put on your red lipstick.
21:35Okay.
21:36Pioneer, Superstay Matte Inc.
21:39Pioneer, Superstay Matte Inc.
21:41Okay.
21:42How about when you have a hot date night?
21:45Okay.
21:47So this is not me being, and I'm plugging this in, but a couple of days ago we launched the
21:55most amazing eyeliner called Flash Wing.
21:59For those of you that do a winged eyeliner and spend, you know, 10 minutes trying to get
22:07that perfect wing, I can tell you, and it's no joke, we can do it in a flash.
22:12Um, so I will tell you that that is my hot date new trick.
22:16And I've been trying winged eyeliner at work for the last few weeks since, you know, finally
22:22the team gave me the product.
22:23Um, and I did have to go on TikTok and buy every other shade by myself, by the way.
22:28So just being the president of Maybelline doesn't mean I have access, but Flash Wing literally
22:32is life changing and gives me that extra arreglada look.
22:37Life changing.
22:39Okay.
22:39What is, what mascara do you work for work and what mascara do you work for play?
22:45Ooh.
22:46Good question.
22:47Um, I am a sky high girly.
22:52Um, who uses sky high here?
22:57Come on.
22:58Wow.
22:58There's okay.
22:59Okay.
22:59Number one mascara in the US often called the number one mascara on the planet.
23:04Um, but that is my go to every single day mascara.
23:08And then for my hot dates with my husband and sometimes, you know, um, when I have to
23:14do these types of events, falsies, Maybelline falsies, we can't go wrong.
23:19It is tried and true and I need that extra, extra oomph.
23:25Wow.
23:25Maybelline falsies.
23:26Okay.
23:26And then I have a last one.
23:29I could ask you this all day long.
23:32What about for the girl that works out and sweats?
23:36What am I going to wear to the gym so I can look perfect for an hour?
23:41All right.
23:41For the girl that sweats, but also the girl that's singing a two and a half hour concert,
23:46I will say, um, super stay lumi mat.
23:52I mean, um, you want me to say matting again?
23:54I know they make out with their microphone, but I will, um, super stay anything by the way,
24:01let's just say, so super stay lumi mat.
24:03And then you've got to now with, I think somewhere in this building, if not your bag is our newest
24:09launch called grippy.
24:11Um, and I can tell you your makeup will be gripping like for anything.
24:16That you're doing at the gym.
24:19And she's cute.
24:21She's pink and she's cute.
24:22And she's pink.
24:25Here you go.
24:26You have it in your bag.
24:28Lo tienen en las bolsas.
24:29I have my own bag too.
24:31Yeah.
24:32That maquiaque is not coming off.
24:34Mm-mm.
24:36And Jess, on a very personal note, you have a job that I think a lot of people would dream
24:43of having.
24:44You get to play with makeup all day long.
24:47Right?
24:47I mean, I, it's so much fun.
24:50So, what do you, when you got this job, when you started, I mean, I know this has been a
24:57rise, but what was to you like a particularly personal, fulfilling moment in terms of your
25:04job where you thought, gosh, I am, I am doing something I love to do.
25:09I am creating something I love to create.
25:11And I'm so lucky that it's something that brings joy to people because that's the other thing.
25:16Right?
25:17No one will ever say no to a good lipstick.
25:20I mean, I won't anyway.
25:22So, was there a moment for you where you thought, this is kind of cool.
25:26I like this.
25:27I like my job.
25:28I mean, I will say I've been extremely lucky in my career to have always been in beauty.
25:35I love beauty.
25:40But as a, I don't even want to say as a six-year-old, you know, who came to the
25:47U.S. for the first
25:48time with her family, and we were just having this conversation at breakfast.
25:52My parents wanted me to be a doctor.
25:54That was the only thing that they believed was going to be my way of making it in this
26:00world and for my way of supporting my family.
26:03And after college, I had an experience in a beauty company.
26:11And, you know, I think my parents still thought at that time I was making a mistake.
26:15And when I got the offer to come back to New York and be on Maybelline, a brand that everybody
26:22recognizes and everybody knows, I think my parents were like, okay, she did it.
26:27You know?
26:27So, yeah.
26:28This is the ultimate.
26:30I feel like I'm extremely lucky today.
26:33And I have an amazing team around me.
26:36And also, since your mother is arreglada todo el día.
26:41Yeah, todo el día.
26:42What is your go-to gift for her?
26:44What's in her goodie bag?
26:47So, last Christmas, she got a lot of Maybelline.
26:51But this go-to year, I will have to tell you, my mom is, I'm going to like really age
26:58myself
26:59and not my mother.
27:00She is constantly complaining to me that she can't find the Maybelline BB Fresh, Dream
27:07Fresh anywhere, and Dream Map Moose.
27:10Like these are icons that some of them have still, you can't find them anywhere anymore.
27:14So, we were able to go into the archives.
27:17So, do not tell my mother, and she's probably not watching this.
27:20I was able to find her favorite shade of Dream Map Moose, and that's what she's going to get.
27:24I mean, amongst other things.
27:26I love it.
27:26No le digan a la mamá de Jasmine, por favor.
27:29Whoever has access, that is a secret.
27:32Just like you're not going to tell us who your next musical partnership is either.
27:37That's a secret, so we have to wait.
27:39You're going to have to wait for a little bit, but maybe not too long.
27:43Okay.
27:43Give me till January.
27:45Perfect.
27:46Jasmine, thank you so much.
27:48This has been a pleasure.
27:49Thank you for our goodie bags.
27:51We love them.
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