Alicia Valencia

Alicia Valencia is the Global President of MAKEUP BY MARIO, a cosmetics brand founded by makeup artist Mario Dedivanovic. The brand launched in October 2020 and has quickly gained recognition, becoming a top 10 brand at Sephora North America within just three years.12

Professional Background

Valencia has a significant background in the beauty industry, having held various executive roles prior to her current position. She began her career in 1993 as Vice President of Field Sales for the East Coast and has since accumulated extensive experience in brand building and general management within the cosmetics sector.45

Role at MAKEUP BY MARIO

In her role as Global President, Alicia Valencia is instrumental in shaping the brand's strategy and operations. Under her leadership, MAKEUP BY MARIO secured a $40 million minority investment to support its growth and expansion, reflecting the brand's strong market presence and financial performance.12 Valencia emphasizes education and accessibility in beauty, aiming to make professional makeup techniques attainable for all consumers.2

Education

Alicia Valencia holds a degree from the University of Oxford, which complements her extensive experience in the beauty industry and contributes to her strategic vision for MAKEUP BY MARIO.3

Her leadership continues to drive the brand's success as it expands its reach globally, with projections for significant revenue growth in the coming years.2