Maesa taps beauty veteran Shawn Haynes as SVP of sales

NEW YORK — Maesa — which designs, develops and manufactures private label and exclusive brands for retailers, as well as packaging and turnkey products for beauty brands — has appointed industry vet Shawn Haynes to the newly created position of SVP of sales, mass and drugstore retailers.



Haynes has more than 20 years of experience in the beauty and cosmetics sector. Most recently, Haynes served as VP of sales at e.l.f. Cosmetics. There, he developed the strategy for distribution expansion and retail sales growth. Prior to e.l.f. Cosmetics, he served as managing director and SVP of sales for Markwins International from 2002 to 2011.



“We are very excited to partner with Shawn in order to structure and grow our expanding exclusive brand business for mass and drug retailers,” said Gregory Mager, CEO and founder of Maesa USA, to whom Haynes will report. “He brings invaluable expertise which will be key in expanding the success for Flower Beauty at Wal-Mart, as well as the other exclusive brands currently in the works for other retailers.”



Based out of Maesa’s New York headquarters, Haynes’s role at Maesa will be to drive business growth and manage prospects in the mass and drug store arena. Among his priorities, he will develop an annual sales plan, implement distribution strategies and manage the current sales team.



“I am delighted to join such a dynamic company with a strong track record and tremendous growth opportunities,” Haynes said. “Maesa has raised the bar in product quality and design with Flower Beauty at Wal-Mart and I look forward to further developing our exclusive brand opportunities with our partners in mass and drug. The company is poised for growth and I look forward to working with the team to build upon already proven growth strategies.”