SharkNinja‘s beauty division is filling out its C-suite.

Kleona Mack has joined Shark Beauty as senior vice president and chief marketing officer, where she will lead all of the marketing for the company’s hair and skin care products, according to a statement from the company. The announcement comes a week after SharkNinja’s hiring of Michelle Crossan-Matos, the former chief marketing officer of Ulta Beauty, who is now the company’s chief growth officer.

“The company has been doing some innovative and groundbreaking work in the beauty category, and you can feel that energy when you step through the doors,” Mack said. “There’s true innovation, and a deep devotion to the customer and understanding what they want.”

Mack, who most recently served as the chief marketing officer of Glossier after holding a handful of roles at L’Oréal, also called out the company’s social-first sense of storytelling as one of the factors that attracted her to the role.

“There are a lot of similarities in taking consumer insights to drive the product roadmap, and that’s what I’m going to be focused on,” Mack said. “Then, it’s ensuring we’re reacting to what the consumer is saying and using that to iterate and evolve the storytelling as these products come out.”

That evolutionary mindset also dictates her leadership style, she said. The company has been filling out its marketing muscle with other beauty talents, such as Jennifer Alfson, formerly of Supergoop, Revlon and the Estée Lauder Cos., as vice president and global creative director, Janelle Hickman-Kirby, formerly of Revlon and Sol de Janeiro, as associate creative director and others.

“What has stood out to me the most around this mindset at SharkNinja is this idea of iterating and continuing to push constant improvement,” Mack said. “That’s aligned with my leadership style — this test-and-learn way of listening to the consumer and keep evolving.”