NPD Manager — Makeup

Why this role is exciting

As 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 SARELLY

SARELLY 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 Role

You 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 needs
• Technically excellent and compliant
• Creatively distinctive and campaign-ready
• Financially viable and scalable

Alongside 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 & Roadmap

• Define and own the NPD roadmap for Makeup and Fashion Accessories aligned with brand, commercial, and growth objectives
• Translate Latin beauty needs (skin tones, undertones, textures, climate, usage habits) into product opportunities
• Conduct competitive analysis, benchmarking, and trend scouting (local and global)

Makeup Expertise & Formula Development

• Lead formula development with labs and manufacturers (performance, texture, wear, finish, shade ranges)
• Ensure products are adapted to Latin skin tones, climates, and real usage routines
• Own shade strategy, claims alignment, testing, and validation
• Manage formula iterations, approvals, and final sign-off

Packaging & Product Design

• Partner with Creative and Design teams on packaging concepts, formats, materials, and finishes
• Balance aesthetic ambition, cost, sustainability considerations, and manufacturing constraints
• Ensure packaging is functional, differentiated, and retail-ready

Supplier & Partner Management

• Identify, onboard, and manage labs, manufacturers, and packaging suppliers (Mexico, US, international)
• Act as the main point of contact across development, testing, and production phases
• Work closely with Supply Chain to ensure feasibility, timelines, and scalability

Costing, Pricing & Budget Ownership

• Own product costing (COGS) in partnership with Finance and Supply Chain
• Define pricing architecture, margin targets, and MOQ strategies
• Ensure all NPD projects stay within approved budgets

Campaign Leadership & Go-To-Market (Key Focus)

• Co-lead, alongside the Chief Creative Officer, the creative direction and execution of product campaigns
• Shape launch concepts, narratives, and visual worlds for photoshoots, video commercials, and PR activations
• Translate product truth (formulas, shades, benefits, usage) into strong creative briefs
• Be present and involved in shoots, fittings, and creative reviews to ensure product excellence is reflected on camera
• Partner with PR, Influencer, and Marketing teams to deliver culturally relevant, high-impact launches across channels

Compliance & Quality

• Ensure compliance with Cofepris, FDA, and other relevant regulations
• Oversee product documentation, ingredient lists, claims, and quality standards
• Support post-launch issue resolution if performance or quality concerns arise

About YouExperience & Background

• 3+ years of experience in product development within makeup / beauty (fashion accessories a plus)
• Deep expertise in makeup formulas, textures, shades, and performance
• Strong understanding of Latin beauty needs and Gen Z consumer behavior
• Experience in fast-growth, high-SKU, multi-channel environments

Creative & Operational Skills

• Proven experience working closely with Creative Director on campaign concepts and executions
• Strong creative intuition paired with operational rigor
• Comfortable balancing bold ideas with timelines, budgets, and feasibility
• Strong understanding of costing, pricing, and margin drivers
• Familiar with regulatory frameworks (Cofepris, FDA)

Leadership & Collaboration

• End-to-end ownership mindset: from concept to launch
• Excellent cross-functional collaborator (Creative, Marketing, Supply Chain, Finance)
• Highly structured, detail-oriented, and comfortable operating in ambiguity
• Clear communicator who can align creative, technical, and business stakeholders

Languages

• Fluent Spanish and English

What We Offer

• Competitive base salary + performance-based incentives
• High-ownership role with direct impact on brand, launches, and growth
• Creative, fast-paced, culturally driven environment
• Full-time, hybrid role
• Opportunity to build and scale the NPD function as SARELLY grows