TREIA ROSALES
San Francisco Bay Area,CA
Summary
Experienced product development leader with a proven track record of driving innovation. Expert in inclusive shade strategy and consumer insights, with successful product launches including BADgal BANG! and Mighty Fine Brow Pen. Collaborative and strategic thinker excelling in concept-to-launch execution and cross-functional alignment.
Overview
11
11
years of professional experience
Work History
Manager, Global Product Development
BENEFIT COSMETICS
03.2019 - 04.2026
- Led launch of Allure Best of Beauty Award-winning Microfilling Pen, driving 7% of total business mix and 15% category growth
- Launched first-to-market Volumizing Brow Powder, generating ~$4M in sales and creating a new brow segment
- Spearheaded reinvention of the Bathina franchise, expanding it into the body category through updated product and positioning
- Defined multi-year innovation roadmap, identifying whitespace opportunities
- Built competitive and trend analyses to guide formulation, claims strategy, and 360° product positioning
- Led cross-functional teams across R&D, Packaging, Marketing, Regulatory, and Leadership from concept through global launch
- Experience leading teams, managed and developed a team of 2 product managers across brow and color categories, overseeing priorities and development
- Partnered on China-specific and APAC product launches
Associate Manager, Brow Innovation
BENEFIT COSMETICS
02.2018 - 03.2019
- Developed Bad Gal Bang Mascara, +40% growth, #1 global ranking
- Launched Brow Contour Pro (brow + complexion shade product), 400K units sold at launch
- Revamped Brow Zings into modern palette, innovative formulas, expanded shade range
- Led Gen Z focus groups to guide product concepts, positioning, and marketing alignment
Senior Coordinator, Brow Innovation
BENEFIT COSMETICS
03.2016 - 02.2018
- Expanded pencil & gel shade ranges with 4 inclusive shades
- Established product testing programs, presenting insights to executive leadership
- Launched 10 global brow kits with international beauty influencers
Coordinator, Complexion Product Development
BAREMINERALS
01.2015 - 01.2016
- Supported Complexion Rescue launch, ensuring shade accuracy and packaging compliance
- Tracked formulas, proofed artwork, and aligned cross-functional teams
Education
B.A. - Fashion Merchandising
Academy of Art University
San FranciscoSkills
- Global Product Development & Innovation
- Brow, Mascara, Color, Complexion & Body Care Category Leadership
- Inclusive Shade & Packaging Strategy
- Consumer Insight & Testing Integration
- Cross-Functional Leadership (R&D, Packaging, Claims, Marketing)
- Concept-to-Launch Ownership & Calendarization
- Strategic Market & Competitive Analysis (Global Asia-focused)
Professional Development
- Management Essentials, LVMH Group, 2018
- LVMH Induction, LVMH Group, 2019
- Makeup Undertone Color Theory, Terri Tomlinson, 2019
Timeline
Manager, Global Product Development
BENEFIT COSMETICS
03.2019 - 04.2026
Associate Manager, Brow Innovation
BENEFIT COSMETICS
02.2018 - 03.2019
Senior Coordinator, Brow Innovation
BENEFIT COSMETICS
03.2016 - 02.2018
Coordinator, Complexion Product Development
BAREMINERALS
01.2015 - 01.2016
B.A. - Fashion Merchandising
Academy of Art University