MCo Beauty Welcomes Michelle Kluz as New Global CEO Amidst Leadership Revamp
Australian beauty conglomerate, DBG Beauty, the powerhouse behind the renowned cosmetics ‘dupe’ brand, MCo Beauty, has announced the appointment of Michelle Kluz as its new global chief executive officer on May 4, 2026.
Previously holding the position of CEO at Stila Cosmetics, Kluz earned the moniker of the ‘fixer CEO’ for her instrumental role in the brand’s revival. She is now set to manage DBG Beauty’s entire portfolio of mass and masstige beauty brands. This pivotal move comes as MCo Beauty continues to carve out a niche in the fiercely competitive beauty market with its strategy of providing affordable alternatives to high-end cosmetics.
During her tenure at Stila Cosmetics, which began in 2022, Kluz introduced significant changes that included:
- A C-suite shake-up
- SKU reduction
- Refocus on hero product categories
- A fresh digital marketing strategy
These strategic changes breathed new life into the 31-year-old makeup brand that had been losing its market position over the previous decade.
MCo Beauty has earned a reputation for crafting high-quality dupes of popular high-end products at accessible price points. This approach has capitalized on the growing consumer trend towards value-conscious beauty shopping. A study by Kearney reveals that 56% of U.S. consumers prefer and have used dupes, a behavior that is becoming increasingly mainstream, especially among younger shoppers. Kluz’s extensive experience in brand revivals and her comprehensive understanding of both mass and high-end beauty markets position her to steer DBG Beauty’s continued growth in the fast-paced beauty industry.
Source: Business of Fashion