NPD Manager — Makeup

Why this role is excitingAs NPD Manager, you will own the creative, technical, and strategic development of SARELLY’s future product lines. This role sits at the core of the brand: translating Latin beauty needs, cultural insight, and bold creative vision into high-performing makeup and accessories that resonate with our Gen Z audience across digital, retail, and experiential channels.Beyond product development, this role is deeply creative. In close partnership with the Chief Creative Officer, you will lead the ideation and execution of SARELLY’s product campaigns — from concept development to photoshoots, video commercials, and PR moments. You’ll help create the unique launch concepts where SARELLY thrives: culturally sharp, emotionally resonant, and visually iconic.This is a builder role for someone who deeply understands makeup (textures, shades, performance), Latin consumer needs, and how to bring products to life through strong creative storytelling.About SARELLYSARELLY is a fast-growing makeup and fashion brand for Hispanic Gen Z, known for bold aesthetics, high-performing products, and a strong cultural point of view. Founded in Mexico, SARELLY operates across e-commerce, TikTok Shop, retail, and physical experiences, and is aggressively expanding in the U.S.Our product philosophy combines performance, accessibility, and culture, with launches that live as much through storytelling and imagery as through product excellence.The RoleYou will lead New Product Development (NPD) for Makeup (and Fashion Accessories), owning the full lifecycle of products from ideation to post-launch optimization.You will work cross-functionally with Creative, Marketing, Supply Chain, Finance, and external labs and manufacturers to ensure products are:Deeply relevant to Latin beauty needsTechnically excellent and compliantCreatively distinctive and campaign-readyFinancially viable and scalableAlongside the Chief Creative Officer, you will act as a co-owner of product campaigns, ensuring that creative concepts are rooted in product truth, operational realities, and brand DNA.What You’ll OwnProduct Strategy & RoadmapDefine and own the NPD roadmap for Makeup and Fashion Accessories aligned with brand, commercial, and growth objectivesTranslate Latin beauty needs (skin tones, undertones, textures, climate, usage habits) into product opportunitiesConduct competitive analysis, benchmarking, and trend scouting (local and global)Makeup Expertise & Formula DevelopmentLead formula development with labs and manufacturers (performance, texture, wear, finish, shade ranges)Ensure products are adapted to Latin skin tones, climates, and real usage routinesOwn shade strategy, claims alignment, testing, and validationManage formula iterations, approvals, and final sign-offPackaging & Product DesignPartner with Creative and Design teams on packaging concepts, formats, materials, and finishesBalance aesthetic ambition, cost, sustainability considerations, and manufacturing constraintsEnsure packaging is functional, differentiated, and retail-readySupplier & Partner ManagementIdentify, onboard, and manage labs, manufacturers, and packaging suppliers (Mexico, US, international)Act as the main point of contact across development, testing, and production phasesWork closely with Supply Chain to ensure feasibility, timelines, and scalabilityCosting, Pricing & Budget OwnershipOwn product costing (COGS) in partnership with Finance and Supply ChainDefine pricing architecture, margin targets, and MOQ strategiesEnsure all NPD projects stay within approved budgetsCampaign Leadership & Go-To-Market (Key Focus)Co-lead, alongside the Chief Creative Officer, the creative direction and execution of product campaignsShape launch concepts, narratives, and visual worlds for photoshoots, video commercials, and PR activationsTranslate product truth (formulas, shades, benefits, usage) into strong creative briefsBe present and involved in shoots, fittings, and creative reviews to ensure product excellence is reflected on cameraPartner with PR, Influencer, and Marketing teams to deliver culturally relevant, high-impact launches across channelsCompliance & QualityEnsure compliance with Cofepris, FDA, and other relevant regulationsOversee product documentation, ingredient lists, claims, and quality standardsSupport post-launch issue resolution if performance or quality concerns ariseAbout YouExperience & Background3+ years of experience in product development within makeup / beauty (fashion accessories a plus)Deep expertise in makeup formulas, textures, shades, and performanceStrong understanding of Latin beauty needs and Gen Z consumer behaviorExperience in fast-growth, high-SKU, multi-channel environmentsCreative & Operational SkillsProven experience working closely with Creative Director on campaign concepts and executionsStrong creative intuition paired with operational rigorComfortable balancing bold ideas with timelines, budgets, and feasibilityStrong understanding of costing, pricing, and margin driversFamiliar with regulatory frameworks (Cofepris, FDA)Leadership & CollaborationEnd-to-end ownership mindset: from concept to launchExcellent cross-functional collaborator (Creative, Marketing, Supply Chain, Finance)Highly structured, detail-oriented, and comfortable operating in ambiguityClear communicator who can align creative, technical, and business stakeholdersLanguagesFluent Spanish and EnglishWhat We OfferCompetitive base salary + performance-based incentivesHigh-ownership role with direct impact on brand, launches, and growthCreative, fast-paced, culturally driven environmentFull-time, hybrid roleOpportunity to build and scale the NPD function as SARELLY grows