Copenhagen, Capital Region of Denmark, May 2025 — L’Oréal, a global leader in beauty and personal care, has appointed Elena Khodunova as Chief Marketing Officer, Luxe Division in the Nordics. This elevation marks a significant milestone in Elena’s journey with the company, as she transitions from her previous role as Brand Director for Kiehl’s, IT Cosmetics, and Urban Decay in the Nordic markets.
Over the past two years, Elena has played a pivotal role in expanding brand reach, opening over 100 new retail doors and launching several online touchpoints across the region. Her work has included standout campaigns such as Urban Decay’s “Put It to the Test” and the immersive Kiehl’s Sauna Pop-Up, both of which deepened consumer engagement and brand resonance. These efforts have not only grown the business but have also contributed to solidifying L’Oréal Luxe’s presence in the competitive Nordic beauty market.
Prior to this, Elena served as Brand Director for Kiehl’s, Biotherm, and Helena Rubinstein in Russia, where she successfully delivered double-digit growth and led a transformative digital and retail strategy across D2C and wholesale channels. She also developed a new loyalty program for Kiehl’s, which achieved one of the best NPS scores in Europe.
Earlier in her career, she worked out of Paris as Brand Business Development Director for Lancôme and YSL Beauty across Eastern Europe, where she was instrumental in driving market leadership and launching regional D2C e-commerce platforms. Her previous roles at L’Oréal also include Marketing Director for Lancôme and Group Brand Manager for YSL Beauty in Russia, showcasing a consistent trajectory of brand building, digital transformation, and omnichannel excellence.
Before joining L’Oréal, Elena was Senior Brand Manager for Hugo Boss, Lacoste, and other fragrance brands at Procter & Gamble, and began her career in commercial strategy and trade marketing with L’Oréal Russia.
In her new role, Elena will be responsible for tailoring global engagement strategies to the local Nordic market while ensuring a consistent omnichannel consumer experience and furthering the division’s premium brand growth.
L’Oréal
As the world’s largest beauty company, L’Oréal operates across 150 countries with 36 international brands spanning four key divisions: Luxe, Consumer Products, Dermatological Beauty, and Professional Products. Its Luxe portfolio includes brands like Lancôme, Kiehl’s, Giorgio Armani Beauty, YSL Beauté, and Prada Beauty. With a strong commitment to innovation, inclusivity, and sustainability, L’Oréal continues to redefine beauty through pioneering product development and immersive digital experiences.
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