Celia Tombalakian is a beauty and personal care executive based in New York City, renowned for her expertise in blending strategy, innovation, and consumer-centric creativity to drive business transformation. Originally from Northern Ontario, Canada, she grew up in an academically driven household that fostered her analytical and empathetic leadership style. Her father, a PhD in Chemical Engineering, and her mother, a Nurse Educator, instilled in her a lifelong curiosity and resilience.
Celia’s academic journey includes an Honors Bachelor of Commerce and a Master of Science in Consumer Behavior and Marketing Management from the University of Guelph. She has also earned certifications as a Six Sigma Master Black Belt and pursued continuing education through Harvard Business School Online in Digital Transformation and AI for Business Essentials.
Professionally, Celia’s career spans global marketing leadership, strategic integrations, and innovation in diverse industries, including healthcare, consumer packaged goods, and beauty. Most recently, as Global Vice President of Marketing for Sally Hansen, she led transformative initiatives that elevated the brand’s relevance and market position. A champion of human-centered innovation, Celia is passionate about leveraging technology, fostering mentorship, and creating sustainable growth for brands.
What does innovation mean to you in the context of beauty and personal care?
Innovation in beauty and personal care is the process of creating new or enhanced products, services, or experiences that address consumers’ ever-evolving needs or delight and inspire them in unexpected ways. This can take the form of a new product, format, delivery system, formula, packaging, technology, channel of distribution, and more. Innovation can be iterative, rather than substantial or transformative, and still have a meaningful impact on consumers and business growth.
Innovation is particularly fast-paced in beauty due to its connection to trends, style, and cultural moments, often referred to as “Fast Beauty.” There are also important macro trends and movements that are more enduring, including clean beauty, multifunctional products, personalization, sustainability, and experiential innovations like subscription services.
How do you approach balancing creativity with data in your decision-making?
Creative thinking and data work best when used synergistically. I see data as laying a foundation. For example, an insight such as “we want to play HERE” helps guide the creative process. Creativity comes in when we describe how we may show up to do so, and during ideation, there should be little to no parameters. However, what we pursue as a priority should ultimately respond to the data.
Ideally, a new idea is pursued in a differentiated manner that still stays true to and resonates with the brand’s ethos. Data lives at all stages of the creative process. At the top, a broad insight might suggest pursuing an ingredient or new peptide in skincare, or a new convenience format for a beauty product. It also plays a role through concept evaluation, strategic assessment, and, should the idea launch, in conducting a post-mortem on its performance.
Creativity and data are in a constant loop; one is not at its full potential without the other.
People-First Leadership: Why Being ‘Too Nice’ Is a Strength, Not a Weakness
What role does AI play in your vision for the future of marketing?
AI is both thrilling and humbling. It has immense potential to enhance precision in marketing, from hyper-personalized product recommendations to predictive trend analysis. But it’s also a tool, not a replacement for human ingenuity.
In my work, I’ve used AI to streamline campaign strategies and create data-driven insights that influence product launches. For example, AI can help identify the most impactful shade collections for a global market or simulate packaging designs that resonate across demographics. However, AI must remain human-centric. The emotional connection—a brand’s ability to tell a story that feels personal—can never be fully automated.
My fascination with AI inspired me to pursue certifications in Digital Transformation and AI for Business Essentials. I’m especially excited about how AI can revolutionize personalization and customization, as well as improve sustainability in beauty by optimizing supply chains, reducing waste, and enhancing transparency
As a leader, how do you foster innovation within teams?
Innovation thrives in an environment of trust and curiosity. I focus on creating a culture where bold ideas are welcomed, even if they aren’t fully formed. Some of the best solutions I’ve seen have emerged from collaborative iterations on a kernel of an idea.
Building diverse teams is also critical. A mix of analytical thinkers, creatives, and strategists creates the friction necessary for innovation. I encourage my teams to challenge assumptions and think from the consumer’s perspective—what problem are we solving, and why does it matter?
Finally, I push for agility. The world moves fast, and so should we. Testing, learning, and adapting quickly are cornerstones of any innovative organization.
What has been your approach to sustainability in the beauty industry?
Sustainability is no longer optional—it’s an expectation. What excites me most is how sustainability can drive creativity and innovation. At Sally Hansen, we focused on clean beauty initiatives, exploring ways to integrate better-for-you ingredients and sustainable packaging without compromising performance.
However, sustainability isn’t just about the product itself; it encompasses the entire ecosystem. AI and digital tools can help brands optimize their supply chains, reduce waste, and track their environmental impact with greater transparency. Today’s consumers want to know not only what they’re buying, but also the journey it took to get there. The challenge lies in ensuring that sustainability efforts are authentic and not merely performative.
You’ve worked across multiple industries—beauty, healthcare, and consumer packaged goods. How has that breadth influenced your perspective?
The breadth of my experience has been my greatest teacher. In healthcare, I learned the power of precision and evidence-based decisions. In consumer packaged goods, I understood the importance of scale and operational excellence. And in beauty, I discovered the emotional and cultural depth of consumer connections.
Working across categories has taught me that every industry has its blind spots. In beauty, for example, we can sometimes over-prioritize aesthetics at the expense of functionality. But by bringing in lessons from other sectors, like healthcare’s rigor or CPG’s efficiency, I’ve been able to approach challenges with a fresh perspective.
What advice would you give to someone entering a new leadership role in a challenging environment, such as during an acquisition?]
When you step into a leadership role during turbulent times, empathy is your superpower. Teams often feel uncertain or resistant in the face of change, so listening becomes crucial. Acknowledge the emotions in the room before diving into strategies.
Clarity of purpose is another anchor. As a leader, you need to articulate a vision that aligns with the organization’s goals but also resonates with the team’s values. Celebrate small wins early to build momentum and trust.
Finally, be patient but persistent. Integration takes time, and it’s about building relationships as much as it is about driving results.
What inspired you to join CHIEF and advocate for mentorship and community in leadership?
CHIEF resonated with me because leadership can be isolating, especially for women navigating complex industries. CHIEF creates a space where leaders can share their challenges, exchange ideas, and support one another without judgment.
I’m a big believer in mentorship, not just as a one-way street but as a reciprocal exchange. The best leaders I’ve known have been both teachers and learners, and I strive to embody that. Community is essential because no leader succeeds in a vacuum.
How can brands stay authentic while scaling personalization?
Authenticity and personalization go hand in hand when they’re rooted in a clear brand identity. The key is to deeply understand your brand’s values and voice and ensure they’re reflected consistently across all touchpoints.
Technology enables personalization at scale, but authenticity requires human oversight. For example, AI might suggest personalized nail colors based on a consumer’s preferences, but the messaging around those suggestions—how they tie into the brand’s ethos—needs to feel genuine.
At the heart of it, authenticity is about being transparent. If consumers trust you, they’ll forgive occasional imperfections.
What’s the biggest lesson you’ve learned from your career so far?
The biggest lesson I’ve learned is that success comes from blending humility with boldness. The humility to listen, adapt, and learn from others, paired with the boldness to challenge norms and take risks.
I’ve also realized that people are at the core of every success story. Whether it’s a colleague, a consumer, or a mentor, building meaningful connections is the most enduring and impactful part of any career.
What’s next for you in your professional journey?
I’m exploring opportunities that align with my passion for innovation, technology, and human connection. I’m particularly drawn to roles where I can shape the future of consumer experiences, whether through advisory work, collaboration, or strategic leadership.
I’m also committed to continuing my advocacy for mentorship and diversity in leadership. There’s so much potential to unlock when we empower people to lead authentically and inclusively.
Closing Thoughts
Celia Tombalakian offers a compelling synopsis of navigating the intersection of creativity, strategy, and technology. Her emphasis on meaningful innovation, human-centric leadership, and sustainable growth reflects her belief that success lies in connecting deeply with both people and purpose. As industries evolve, her insights serve as a roadmap for brands aiming to create lasting impact in an ever-changing world.