New York, United States, March 2026 — Bare Necessities has appointed Salima K. Popatia as President, marking a significant leadership addition as the company continues to strengthen its digital commerce capabilities and expand its position in the intimate apparel retail market.
In her new role, Popatia will lead the company’s strategic growth agenda, focusing on innovation in digital commerce, customer engagement, and brand development as Bare Necessities continues to evolve its omnichannel retail strategy.
Popatia brings extensive global experience across digital commerce, brand strategy, and consumer engagement. Most recently, she served as Founder & Principal Advisor at SKP Consulting, where she advised retail brands on AI-native commerce strategies and agentic retail transformation, helping organizations modernize their digital commerce ecosystems and operating models.
She also founded Indomix the Collective, where she serves as Founder, Board Chair, and Investor, supporting emerging brands and innovative retail ventures across international markets.
Earlier, Popatia served as Chief Marketing & Digital Officer at Orveon Global, overseeing digital transformation and brand strategy for the beauty brands Laura Mercier, bareMinerals, and BUXOM. In this role, she led the development of a consumer-first digital strategy that significantly accelerated digital commerce growth and brand engagement.
Prior to Orveon, she spent several years at The Estée Lauder Companies, where she held senior leadership roles including Senior Vice President, Global Consumer Acquisition and Retention. During this time, she established data-driven consumer engagement initiatives and advanced digital marketing strategies across a global portfolio of beauty brands.
Earlier in her career, Popatia held leadership roles in digital and omnichannel commerce with Luxottica Group (Ray-Ban) and Stuart Weitzman, where she led global digital strategy and online growth initiatives.
With more than two decades of leadership experience spanning digital transformation, brand strategy, and global retail operations, Salima K. Popatia brings a strong track record of building high-growth digital commerce ecosystems and strengthening consumer-centric brands.
About Bare Necessities
Bare Necessities is a leading online retailer of intimate apparel, offering a curated assortment of lingerie, bras, sleepwear, and swimwear from more than 140 brands, including its in-house label Bare by Bare Necessities.
For over two decades, the company has focused on helping customers feel comfortable and confident by delivering high-quality intimate apparel across a wide range of styles and sizes. Headquartered near New York City, Bare Necessities has been widely recognized by major media outlets including The New York Times, Cosmopolitan, Good Housekeeping, Glamour, and Women’s Wear Daily as a premier destination for intimate apparel.
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