NPD Manager — Makeup

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.
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. 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.

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, Tik Tok Shop, retail, and physical experiences, and is aggressively expanding in the U.Our product philosophy combines  performance, accessibility, and culture  , with launches that live as much through storytelling and imagery as through product excellence.

You will lead  New Product Development (NPD) for Makeup (and Fashion Accessories), owning the full lifecycle of products from ideation to post-launch optimization.
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.

Define and own the NPD roadmap for Makeup and Fashion Accessories aligned with brand, commercial, and growth objectives
Conduct competitive analysis, benchmarking, and trend scouting (local and global)

Lead formula development with labs and manufacturers (performance, texture, wear, finish, shade ranges)
Own shade strategy, claims alignment, testing, and validation
Supplier & Partner Management
Act as the main point of contact across development, testing, and production phases
Costing, Pricing & Budget Ownership
Define pricing architecture, margin targets, and MOQ strategies
Ensure all NPD projects stay within approved budgets

Shape launch concepts, narratives, and visual worlds for photoshoots, video commercials, and PR activations
Partner with PR, Influencer, and Marketing teams to deliver culturally relevant, high-impact launches across channels

Compliance & Quality
Oversee product documentation, ingredient lists, claims, and quality standards
Support post-launch issue resolution if performance or quality concerns arise

Deep expertise in makeup formulas, textures, shades, and performance
~ Comfortable balancing bold ideas with timelines, budgets, and feasibility
Fluent Spanish and English

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