Estée Lauder Companies has appointed Rachele Testa Schaefers as executive director of global communications for its makeup brands, strengthening its communications leadership across some of the beauty industry’s most recognised names. Her portfolio will include MAC Cosmetics and Bobbi Brown, two brands known for their influence on makeup trends, artistry and self-expression.
In her new role, Schaefers will lead global communications strategy across the company’s makeup brand portfolio. Her focus will be on developing a social-first, culture-led approach that strengthens brand relevance, encourages consumer engagement and supports business growth across international markets.
Schaefers brings more than 20 years of communications experience to Estée Lauder Companies. Before joining the beauty group, she served as vice president of global communications at VaynerX. Her background includes award-winning campaigns and global product launches for major companies such as Procter & Gamble, Rémy Cointreau, Dr Martens, and Uniqlo.
Her appointment reflects the growing importance of communications strategies that go beyond traditional media coverage. Beauty brands increasingly rely on social platforms, online communities and cultural conversations to connect with consumers. By placing culture and community at the centre of its communications approach, Estée Lauder Companies aims to create campaigns that attract attention while building stronger relationships with customers.
Diederik Koenders, vice president of global communications for makeup, welcomed Schaefers to the organisation. He highlighted the strong heritage of MAC Cosmetics and Bobbi Brown, describing them as influential beauty brands with established identities rooted in artistry and self-expression.
Koenders also emphasised Schaefers’ agency experience and modern approach to communications. According to the company, her work will help create brand moments that generate conversations, maintain cultural relevance and deliver business results across global markets.
The appointment comes as Estée Lauder Companies continues to strengthen its leadership across its makeup portfolio. Earlier in October, the company announced Gaétane Baudry’s appointment as senior vice president and global general manager of Bobbi Brown, effective October 8.
Together, these leadership changes highlight the company’s continued focus on its makeup brands and their position in the competitive global beauty market.
For MAC Cosmetics and Bobbi Brown, effective global communications will remain important as consumer preferences evolve and social media continues to influence beauty discovery and purchasing decisions. Schaefers’ experience across beauty, fashion and lifestyle-related campaigns could help the brands develop more culturally relevant conversations with consumers.
Her appointment places communications at the centre of the company’s efforts to strengthen brand identity, engage new audiences and support the next phase of growth across its makeup business.
