This profile is part of the Wellth 30, a curated recognition of the leaders building enduring brands, communities, and culture.
Oshiya Savur, Chief Marketing Officer, e.l.f. Beauty
Oshiya Savur became chief marketing officer of e.l.f. Brands in April and almost immediately had to do two things at once: launch e.l.f. Hair, the company's most ambitious category expansion to date, and get inside the machine that had made e.l.f. one of beauty's fastest-moving companies.
She arrived from Maesa, where she ran the Magic Incubator — selecting independent beauty founders and giving them access to the resources and distribution most small brands never reach. The job was part brand building, part talent development.
At e.l.f., that same instinct has shown up at a much larger scale. In her first months, Savur has worked across the marketing organization to streamline how it operates, sharpen creative energy and bring greater strategic discipline to a company that moves at unusual speed.
That's the throughline in her career: she doesn't just build brands. She builds the conditions in which brands and the people behind them can grow.
