Saloni Saraf has joined Kimirica as Vice President – Marketing & Growth, where she will be leading brand strategy, consumer experience, digital growth, and market expansion initiatives across both domestic and global channels. In this role, she will be shaping integrated marketing campaigns, elevating brand identity, and scaling omnichannel engagement to strengthen Kimirica’s presence in the premium personal care and lifestyle segment.
Prior to this, Saloni served as Head of Marketing (Partner Brands) at Tira , where she led strategic marketing programs for multiple global beauty brands within the Tira ecosystem. Her work focused on building differentiated brand storytelling, accelerating digital discovery, and driving retail activation strategies to support business growth in India’s fast-evolving beauty retail landscape.
Earlier, Saloni held several leadership roles at The Estée Lauder Companies Inc. , including India Brand Head for Smashbox and Too Faced, and Consumer Marketing Lead for brands such as Smashbox, Glamglow, Becca and Too Faced. She successfully led brand launches, metro market expansions, influencer and creator ecosystem collaborations, experiential retail activations, and category-specific growth mandates across premium beauty portfolios.
Before her journey in beauty retail, Saloni managed marketing and PR responsibilities at Being Human Clothing and began her communications career with Concept PR, Que Queens and Mexus education pvt ltd . With over a decade of experience across fashion, beauty, lifestyle, and consumer marketing, she brings a strong understanding of cultural relevance, storytelling, brand building and consumer behavior — positioning her to drive Kimirica’s next phase of growth.