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Patrick Ta Beauty has appointed Angela Simpson as chief marketing officer and Carolyne Rapp as vice president of creative, effective immediately. The brand says the hires will support its positioning and build on activity in product innovation, artistry and creative storytelling; it has not disclosed details on changes to its wider leadership structure.
Patrick Ta Beauty has named Angela Simpson chief marketing officer and Carolyne Rapp vice president of creative, with both appointments effective immediately. The cosmetics brand said the hires are intended to strengthen its brand positioning as it continues developing products, artistry and creative storytelling.
Simpson brings more than two decades of beauty experience spanning marketing, innovation and commercial growth. Most recently, she was chief marketing officer at Haus Labs by Lady Gaga. Before that, she spent nine years at NARS, where she served as senior vice president of U.S. marketing and led the launch of the brand’s Light Reflecting Foundation. Earlier roles included leadership positions at Sephora and L’Oréal Paris.
Rapp will lead creative direction, brand identity, campaigns and visual storytelling at Patrick Ta Beauty. She has more than 15 years of experience across beauty, fashion, retail and design, and most recently served as vice president and creative director at Merit Beauty. She also founded Studio Rapp, a creative agency through which she has consulted in beauty, fashion and design.
The company described both hires as part of its next stage of development. Co-founder Patrick Ta said he wants to evolve the brand’s expression while remaining connected to its origins. Co-founder Rima Minasyan said the appointments bring experience and perspective as the company grows. The company did not announce other leadership changes alongside the appointments.
New Leaders Shape Brand Growth
The appointments place marketing and creative leadership at the center of Patrick Ta Beauty’s next phase. Simpson’s background includes work at both established beauty companies and a newer celebrity-founded brand, while Rapp’s remit covers how the company presents itself across campaigns, identity and visual storytelling. Together, those roles span both the brand’s market strategy and its creative expression.
For customers and the beauty industry, the immediate significance is a change in who will guide those functions, not a disclosed change to products, pricing or retail availability. The company says it aims to build on product innovation and artistry, but has not set out specific targets or described how the appointments will change its marketing. Their work may become more visible through future launches and campaigns; no new initiatives were announced with the hires.
The move comes as the brand has continued to add products and creative platforms. Leadership appointments can affect how those efforts are coordinated and communicated, particularly for a brand built around make-up artistry and visual presentation. Whether the hires lead to a distinct shift in positioning remains to be seen.
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Recent Products and Campaigns
Patrick Ta Beauty was founded in 2019 by make-up artist Patrick Ta. The company has expanded its product portfolio and creative activity since its launch. The source report points to the recent introduction of Major Sculpt Shape & Shade Anywhere Artistry Sticks as an example of its product development.
The report also cites “Defining You,” a campaign launched in August 2026 that celebrates individuality and make-up artistry by featuring seven make-up artists. That timing is reported in the source material; the company’s announcement of the appointments does not provide further campaign details or describe a direct connection between the campaign and the new roles.
Simpson’s and Rapp’s previous positions provide relevant industry context for their appointments. Simpson has worked across NARS, Sephora, L’Oréal Paris and Haus Labs, while Rapp’s experience spans Merit Beauty and her own consultancy. Their specific plans for Patrick Ta Beauty have not been publicly detailed.
““When I think about the future of Patrick Ta Beauty, I think about continuing to evolve our brand expression while staying true to what got us here.””
— Patrick Ta, co-founder
Plans Beyond the Appointments
The announcement does not specify Simpson’s or Rapp’s first projects, the timing of any new campaigns, or whether the hires will prompt changes to the company’s broader marketing strategy. It also does not describe reporting lines, team structure or whether other leadership roles have changed. No financial details or measurable goals tied to the appointments were disclosed.
The company’s stated aims—strengthening brand positioning and building on innovation, artistry and storytelling—are its own descriptions of the hires’ purpose. It remains unclear how the brand will measure progress or what consumers will notice first. No product or campaign launch was announced as part of the leadership news.
First Work From the New Team
Both appointments are effective immediately, but Patrick Ta Beauty has not announced a first project or public milestone for either executive. The next visible developments may come through future product launches, campaigns or other brand communications, although the company has not confirmed a timetable.
Further information about the executives’ priorities, team structure and plans for the brand would clarify how their responsibilities will translate into changes for customers. For now, the confirmed development is the addition of two senior leaders with experience across beauty marketing and creative direction.
Key Questions
Who has Patrick Ta Beauty appointed?
Angela Simpson is the company’s new chief marketing officer, and Carolyne Rapp is its new vice president of creative.
When do the appointments take effect?
Both appointments are effective immediately, according to the report.
What will Carolyne Rapp lead?
Rapp will lead creative direction, brand identity, campaigns and visual storytelling for Patrick Ta Beauty.
Where did Angela Simpson work before joining Patrick Ta Beauty?
Simpson most recently served as CMO at Haus Labs by Lady Gaga. She previously spent nine years at NARS and held leadership roles at Sephora and L’Oréal Paris.
Has the company announced new products or campaigns with the hires?
No new launch was announced with the appointments. The report references the brand’s recent Major Sculpt Shape & Shade Anywhere Artistry Sticks and its “Defining You” campaign, but does not give a new launch timetable.
Source: cosmeticsbusiness.com
