Malena Higuera is Urban Decay Cosmetics’ General Manager. She has worked across L’Oréal USA brands like L’Oréal Paris and Dermablend, but she is also an Instagram sensation. She hosts a “Monday Mentor” session where she provides tips, answers followers‘ questions, and goes live with other Latinx influencers.

Higuera is focused on building brands for tomorrow by unlocking the power of digital to yield business results, embracing the riches of diversity , and learning to lead for the next generations. In October 2020, Malena joined Urban Decay’s team as its General Manager. Urban Decay began in 1996 as “makeup for girls and boys who want to show the world who they are.”

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Inspired by UD’s focus on self-expression, a digital-first approach, and a deeply engaged community, she will lead the next stage of this brand’s evolution in the U.S. A few year’s back during a L’Oréal’s Hispanic Heritage Month ⁦event, the beauty exectutive said:

“I am authentically Cuban and am passionate about educating the marketplace on LatinX and what makes us exceptional Beauty consumers”

On a mission to change the conversation in authentic cross-cultural marketing, she was the co-chair for Hispanicize 2016 and was named 2015 Top 50 Power Players in Multicultural Marketing by WWD Beauty. She was also included in the Bad Ass Women Series by InStyle.

Malena is obsessed with the power of mentorship and believes it is part of the social change needed to hear, support, and celebrate young, diverse voices. She is determined to bring mentorship to social networks. Forbes most recently recognized her efforts.