Building Trust in Beauty: Celia Tombalakian on the Power of Transparency and Consumer Engagement

In today’s fast-moving beauty industry, where innovation and competition are constant, one of the most valuable currencies is trust. For Celia Tombalakian, Global Vice President and Head of Brand at bareMinerals, earning and maintaining that trust isn’t just good marketing—it’s the foundation for lasting brand relevance.

In a newly released interview exploring the evolving relationship between brands and consumers, Tombalakian discusses how transparency, consistency, and accountability are reshaping expectations in the beauty space. As a longtime leader in brand strategy and consumer engagement, she brings both a clear point of view and a thoughtful approach to the conversation.

“What we’re seeing is that people want to know more than just what a product does—they want to know how it’s made, who’s behind it, and what the brand stands for,” Tombalakian says. “That shift creates new responsibilities for companies, but it also creates huge opportunities to connect more meaningfully.”

Why Transparency Matters Now More Than Ever

The digital era has radically changed how consumers interact with brands. Information is more accessible, social channels are more influential, and customer expectations are more nuanced. In Tombalakian’s view, this creates a need for brands to move beyond surface-level storytelling.

“Transparency isn’t just about publishing ingredient lists or origin stories,” she explains. “It’s about showing up in a way that’s consistent, honest, and open. When consumers feel like they can trust you, they’re more likely to engage, and more likely to stay loyal over time.”

For beauty brands, this can mean being upfront about product development timelines, communicating clearly about product changes, or sharing more insight into company values and internal decision-making processes. According to Tombalakian, these practices not only improve customer experience but also help strengthen internal alignment across marketing, product, and leadership teams.

The Role of Leadership in Shaping Brand Voice

As someone who has led marketing and brand functions across healthcare, consumer packaged goods, and beauty, Celia Tombalakian has seen firsthand how leadership choices ripple outward into brand identity. She believes that strong leadership plays a crucial role in shaping how brands show up in the world—and that doing so with clarity is key.

“A brand’s voice isn’t just the job of the creative team,” she notes. “It’s shaped by how decisions are made at every level. If you’re leading with accountability and openness internally, it becomes much easier to build a brand voice that resonates externally.”

This belief is central to her current role at bareMinerals, where she leads brand development across multiple channels and markets. Tombalakian’s approach is not about being trendy or opportunistic—it’s about building frameworks that allow for both agility and consistency, so brands can grow while staying grounded in who they are.

Responding to a Smarter, More Engaged Consumer

One of the clearest trends Tombalakian points to is the increasing sophistication of beauty consumers. Shoppers today are not only more informed—they’re more engaged and more values-conscious. This means marketing messages need to meet a higher standard.

“Consumers are asking smarter questions,” she says. “They’re comparing brands, reading between the lines, and making purchase decisions based on alignment with their own values—not just on price or performance.”

Rather than treating this as a challenge, Tombalakian sees it as a source of momentum. She believes that by listening carefully to what consumers are really asking for, brands can sharpen their focus and innovate in more targeted ways. Whether through enhanced personalization, better customer service, or more transparent communication, those insights help drive growth that’s both responsible and relevant.

Staying Grounded in Strategy

While transparency and values are important, Tombalakian is clear that brand-building must still be grounded in data and business fundamentals. Her leadership style reflects a balance of creative thinking and analytical discipline—a combination she believes is essential for sustainable success.

“Strong brand leadership isn’t about chasing every trend,” she explains. “It’s about having a clear vision, backed by insights, and staying focused on execution. You need to know your consumer, know your metrics, and build teams that can deliver.”

This measured, strategy-first approach has been a constant throughout her career, whether leading global brand initiatives or mentoring emerging talent. Tombalakian encourages her teams to stay curious, think critically, and always tie creative ideas back to business objectives.

Encouraging Internal Alignment for Long-Term Success

Beyond external messaging, Tombalakian emphasizes the importance of internal alignment—particularly in organizations where teams are working across functions, geographies, and timelines. Misalignment, she says, is one of the most common sources of brand confusion and lost momentum.

“Internally, it’s important that everyone—from marketing to R&D to customer service—has a shared understanding of what the brand stands for,” she says. “When that alignment exists, decision-making becomes faster, communication becomes clearer, and the brand itself becomes more cohesive.”

She also believes that internal trust reflects outward. Teams that feel supported and aligned are more likely to create meaningful work and connect with consumers in authentic ways.

Looking Ahead: Clarity Over Complexity

As the beauty landscape continues to evolve, Tombalakian remains focused on helping brands cut through the noise—not by doing more, but by doing what matters most, better. In her view, clarity is one of the most undervalued tools in modern brand strategy.

“In complex industries, it’s easy to get lost in the weeds,” she says. “But the brands that win are the ones that know who they are, what they’re offering, and why it matters. That clarity resonates—not just with consumers, but within the organization too.”

Her advice to fellow brand leaders? Focus on substance, not spin. Invest in understanding your consumer. And build systems that support meaningful, consistent communication—because in a crowded market, trust and transparency aren’t optional. They’re the difference between relevance and irrelevance.

About Celia Tombalakian

Celia Tombalakian is a New York–based executive with extensive experience in brand marketing, digital strategy, and consumer engagement. Currently serving as Global Vice President and Head of Brand for bareMinerals, she has held leadership roles across healthcare, CPG, and beauty sectors. Known for her data-driven approach and strong team leadership, Tombalakian is passionate about building brands that deliver real value while maintaining clarity and consumer trust.