Celia Tombalakian didn’t set out to become a leader in beauty and consumer marketing. Born in Northern Ontario, Canada, she grew up in a household that valued education and hard work. Her father, a chemical engineering researcher, and her mother, a nurse educator, instilled in her a strong analytical mindset and a deep understanding of human needs.
“I was always fascinated by how people make decisions—why they choose one product over another,” Tombalakian recalls. “That curiosity shaped my career before I even knew it.”
After earning an Honors Bachelor of Commerce and a Master of Science in Consumer Behavior & Marketing Management from the University of Guelph, she entered the corporate world with a strong foundation in data-driven decision-making.
Breaking Into Marketing at Johnson & Johnson
Tombalakian’s career began at Johnson & Johnson, where she quickly advanced through sales, marketing, and business strategy roles. Over the years, she worked across the organization’s consumer goods, pharmaceuticals, and medical devices sectors, managing complex global brands.
At Ortho Clinical Diagnostics, she led marketing for a $1 billion portfolio. Her role involved not just branding but also product positioning and global expansion. She also helped roll out the company’s Marketing Excellence Program, a system designed to standardize and improve marketing strategies across divisions.
“Marketing isn’t just about selling—it’s about understanding the human experience,” she says. “At Johnson & Johnson, I learned the importance of developing products that were centered around addressing consumer needs.”
Driving Innovation at Elizabeth Arden
In 2013, Tombalakian joined Elizabeth Arden as Senior Director of Global Marketing. There, she helped launch the company’s first physician-dispensed skincare line, bridging the gap between professional skincare and retail. She also led a digital customer insights platform, engaging thousands of beauty enthusiasts to shape product development in real time.
Her work played a key role in navigating Elizabeth Arden’s acquisition by Revlon, aligning brand portfolios and market positioning. “Mergers are complex. You have to balance legacy brand identity with future growth. It’s part strategy, part psychology,” she explains.
Leading Sally Hansen’s Turnaround at Coty
In 2017, Tombalakian took on the role of Global Vice President of Marketing for Sally Hansen at Coty. At the time, the brand was in decline. Her challenge was to restore growth, modernize marketing, and expand product innovation.
Her approach was data-driven and creative. Under her leadership:
- Sally Hansen returned to sustained revenue growth, becoming the top profit contributor in Coty’s division.
- The brand expanded into new salon-at-home categories, securing the #1 or #2 market positions.
- Digital and retail strategies were revamped, leveraging social media, influencer collaborations, and targeted PR campaigns.
- She launched the Sally Hansen x GLAAD partnership, making inclusivity a core part of the brand’s messaging.
Tombalakian also spearheaded over 20 limited-edition collaborations with brands like Disney, Sesame Street, and DreamWorks. “The best marketing today is built on cultural relevance,” she says. “If you don’t engage with what matters to your audience, you become invisible.”
A New Chapter with bareMinerals at Orveon Global
In 2025, Tombalakian joined Orveon Global as Global Vice President of bareMinerals. The company, which also owns Laura Mercier and Buxom, focuses on sustainability and innovation in beauty. With her history of brand turnarounds and consumer-driven strategies, her role is set to be a pivotal one.
“Sustainability isn’t a trend—it’s a necessity,” she says. “bareMinerals has a unique heritage in clean beauty, and I’m excited to help shape its future.”
Lessons in Leadership and Adaptation
Through her career, Tombalakian has navigated acquisitions, product innovation, and digital transformation. But her leadership philosophy remains simple: understand people, adapt quickly, and never stop learning.
“The world changes fast. Whether it’s AI, shifting consumer habits, or new competitors, the key is staying ahead by staying curious,” she says.
She’s also passionate about mentoring and leadership development. As a member of CHIEF, Cosmetic Executive Women (CEW), and the American Marketing Association, she actively engages in shaping the next generation of marketers.
What’s Next?
While her career has been defined by corporate leadership, Tombalakian also values balance and purpose. She volunteers at her children’s school and choir and remains interested in how AI and digital transformation will continue shaping the beauty industry.
Her journey—from a small-town student to a global executive—shows the power of curiosity, adaptability, and strategic thinking. As she steps into her role at Orveon Global, her impact on the beauty industry is far from over.
“I’ve always believed that marketing is about making connections. Whether it’s with a product, a message, or a community, the goal is always the same: make it matter.”
