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Patrick Ta Beauty has named Angela Simpson chief marketing officer and Carolyne Rapp vice president of creative, effective immediately. The appointments add senior marketing and creative expertise as the brand continues expanding its products and campaigns; the company has not announced specific goals or changes tied to the hires.
Patrick Ta Beauty has appointed Angela Simpson as chief marketing officer and Carolyne Rapp as vice president of creative, effective immediately, adding senior leaders to oversee marketing and the brand’s creative direction as the cosmetics company expands its product portfolio and campaigns.
Simpson brings more than two decades of experience in beauty marketing, innovation and commercial growth, according to the company’s announcement. She most recently served as chief marketing officer at Haus Labs by Lady Gaga. Before that, she spent nine years at NARS, where she was senior vice president of U.S. marketing and led the launch of its Light Reflecting Foundation. Her earlier roles included positions at Sephora and L’Oréal Paris.
Rapp will lead Patrick Ta Beauty’s creative direction, brand identity, campaigns and visual storytelling. The company said she has more than 15 years of experience spanning beauty, fashion, retail and design. She most recently was vice president and creative director at Merit Beauty, and is the founder of Studio Rapp, a creative agency that consults across those industries.
The brand said the hires are intended to build on its momentum in product innovation, artistry and creative storytelling. Its recent activity includes the Major Sculpt Shape & Shade Anywhere Artistry Sticks and the “Defining You” campaign, launched in August 2026 and featuring seven makeup artists. The announcement did not specify budgets, reporting lines or concrete performance targets for the new roles.
New Leaders Shape Brand Growth
The appointments put dedicated executives in charge of two areas that can influence how Patrick Ta Beauty presents and grows its business: marketing strategy and creative execution. Simpson’s background includes leadership at several established beauty companies, while Rapp’s remit covers the visual identity and campaigns consumers encounter across the brand.
For customers and industry watchers, the immediate development is a change in who will guide those functions, rather than a disclosed product or strategy announcement. The hires could affect future launches and brand communications, but the company has not said what specific changes consumers should expect. Their work will take place alongside a portfolio that has continued to expand, including the recently introduced artistry sticks.
Co-founder Patrick Ta described the goal as evolving the brand’s expression while retaining what established it. That framing suggests continuity as well as change; it does not amount to a detailed plan or a commitment to any particular campaign, product category or business outcome.
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A Brand Adding Products and Campaigns
Patrick Ta Beauty was founded in 2019 by makeup artist Patrick Ta. The company’s announcement places the leadership appointments alongside a period of product and marketing activity, including the Major Sculpt Shape & Shade Anywhere Artistry Sticks and the “Defining You” campaign. That campaign, launched in August 2026, celebrates individuality and artistry through the work of seven makeup artists, according to the source report.
The hires also bring experience from other beauty businesses. Simpson’s career has included Haus Labs, NARS, Sephora and L’Oréal Paris, while Rapp most recently worked at Merit Beauty and runs Studio Rapp. The source report describes the appointments as part of the brand’s effort to strengthen its positioning; this is the company’s stated rationale, not evidence of a specific shift in market share or financial performance.
“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, founder of Patrick Ta Beauty
Specific Priorities Remain Undisclosed
The announcement does not set out specific priorities, timelines or success measures for either executive. It is also not clear whether the appointments will lead to changes in the company’s existing marketing, creative teams or campaign plans. The brand has not disclosed details such as Simpson’s or Rapp’s reporting arrangements, or whether further leadership changes are planned.
Although the company said the hires will strengthen its brand positioning, it did not provide financial results or other data showing the effect of recent launches and campaigns. No new products, launch dates or changes to current offerings were announced as part of the appointments.
Watch for Brand Plans
Both appointments are effective immediately, so Simpson and Rapp can begin their roles without a disclosed transition period. The next public indications of their work may come through future product launches, campaigns or updates to the brand’s visual identity, though the company has not announced a timetable for those developments.
For now, the confirmed change is the addition of two experienced leaders to marketing and creative functions. Any assessment of how their appointments affect the brand will depend on what Patrick Ta Beauty announces and delivers in the months ahead.
Key Questions
Who has Patrick Ta Beauty appointed?
Angela Simpson is the new chief marketing officer, and Carolyne Rapp is the new vice president of creative. Both appointments are effective immediately.
What will Carolyne Rapp oversee?
Rapp will lead the brand’s creative direction, brand identity, campaigns and visual storytelling, according to the company.
Where did Angela Simpson work before joining Patrick Ta Beauty?
Simpson most recently was chief marketing officer at Haus Labs by Lady Gaga. She previously spent nine years at NARS and held earlier leadership roles at Sephora and L’Oréal Paris.
Did Patrick Ta Beauty announce a new product with the appointments?
No. The announcement focused on the two leadership hires. The company cited recent activity including its Major Sculpt Shape & Shade Anywhere Artistry Sticks, but did not announce a new product as part of the appointments.
What changes will customers see?
The company has not announced specific changes to products, campaigns or brand identity. Future launches and marketing may show how the new leaders shape the brand, but no timetable or detailed plan has been disclosed.
Source: cosmeticsbusiness.com
