Mary van Praag

Since joining Milani Cosmetics in 2020, Mary van Praag has engineered one of the most notable independent-brand turnarounds in the mass beauty industry. Under her leadership, the color cosmetics company has achieved consecutive years of growth, outperforming its category for 17 straight quarters while strengthening gross margin and building a more scalable operating model.

Van Praag’s mandate is clear: Prove that an independent brand can not only compete in mass cosmetics but also lead. “My mission is to build a brand and organization that win through a commitment to both performance and purpose,” she says. That philosophy has translated into sharper brand positioning, meaningful innovation and deeper retailer partnerships designed to create mutual value.

Before joining Milani, van Praag served as president of the Intimates Group at Chico’s FAS, revitalizing the Soma brand and launching a direct-to-consumer business. Earlier, as chief executive officer of Perricone MD, she guided the prestige skin care company through digital, broadcast and international expansion. Her executive track record also includes leadership roles at Coty Inc., where she led OPI Products and Coty Canada, as well as senior sales roles at Johnson & Johnson and Revlon.

She says what energizes her most is “unlocking potential — in people, in partnerships and in brands.” That ethos is embedded in Milani’s bold campaign platform, What’s Inside Is Everything, and in a culture she describes as entrepreneurial yet disciplined. “The results matter,” van Praag notes, “but the way we achieve them — through collaboration, resilience and a ‘Win as One’ mindset — is what makes our success sustainable.”