When Michelle Peluso stepped into the role of CEO at Revlon in late 2024, she inherited a legendary beauty brand facing significant challenges. Founded nearly a century ago, the 93-year-old company had endured a high-profile bankruptcy filing, massive debt burdens, and prolonged periods of limited innovation. In 2023, Revlon successfully restructured by eliminating $2.7 billion in debt and transitioning to private ownership under its lenders. This marked a critical fresh start, but the path forward required bold leadership to recapture relevance in a dynamic beauty industry dominated by digital-native competitors.
Peluso, with her extensive background as a former executive at CVS Health, IBM, and other major firms, brought a unique blend of retail expertise, digital savvy, and consumer-focused strategy. In her first year leading the company—marking a full reset by late 2025—she focused on rebuilding Revlon’s core strengths while adapting to modern consumer expectations. She describes this approach as the “foundation for the future,” anchored in five strategic pillars aimed at restoring the brand’s iconic status.
Here are some striking professional portraits of Michelle Peluso, capturing her poised and visionary leadership style as she guides Revlon’s revival
Revlon’s Challenges Before the Reset
Revlon’s struggles were multifaceted. Years of heavy debt limited investments in marketing, new product development, and supply chain improvements. The company struggled to keep pace with agile, social media-driven brands like e.l.f. Cosmetics and Rare Beauty, which quickly captured younger demographics through viral trends and influencer partnerships. Revlon’s innovation cycles had slowed, leaving it vulnerable in a market that increasingly favored bold, inclusive, and digitally amplified storytelling.
The bankruptcy in 2022 was a wake-up call. Emerging in 2023 with a cleaner balance sheet provided breathing room, but cultural and operational shifts were essential. Peluso’s appointment signaled a commitment to modernization without abandoning heritage. Rather than mimicking fleeting viral startups, her strategy emphasized leveraging Revlon’s timeless appeal—glamour, color authority, and unforgettable beauty—while embracing speed, consumer insights, and digital tools.
The Five Strategic Pillars: Building the Foundation for the Future
Peluso’s “foundation for the future” revolves around five key pillars that guide Revlon’s revival:
- Consumer-Centric Focus — Prioritizing deep understanding of evolving consumer needs and preferences.
- Respect for Brand Heritage — Honoring where Revlon has a “right to win,” such as bold color cosmetics and classic glamour.
- Bolder Storytelling — Amplifying narratives with confidence to reconnect emotionally with consumers.
- Innovation and Modernization — Accelerating product launches and incorporating trends like luminous finishes and selfie-inspired looks.
- Operational Excellence and Speed — Streamlining processes, improving financial discipline, and driving faster execution across the portfolio.
These pillars emphasize patience and agility. Revlon’s portfolio—including the flagship Revlon Color Cosmetics, Elizabeth Arden, CND, Mitchum, and others—benefits from targeted revitalization. Successes in markets like China, where Elizabeth Arden has grown despite category headwinds through digital ambassadors and younger positioning, serve as proof points.
Take a look at some iconic Revlon beauty products that embody the brand’s color expertise and modern appeal
Recent launches, such as the Glimmer, Shimmer, Shine lip collection and the relaunch of PhotoReady foundation with glowing, filter-like effects, showcase this evolution. Peluso stresses bolder storytelling that marries trends with Revlon’s DNA—shifting from subtle “no-makeup” looks to vibrant, confident glamour.
Progress in the First Year and Beyond
In her inaugural year, Peluso has driven meaningful strides. The company reports dollar sales growth in key markets, including resilient performance in China. Emphasis on unit growth, customer retention, and cultural transformation signals long-term health. Peluso’s tech background—honed at IBM and beyond—helps integrate data and AI for better decision-making, while her retail experience ensures strong partnerships with stores and digital channels.
Revlon’s displays and store presence continue to evolve, blending heritage with contemporary vibes
The vision extends to empowering consumers through relatable, aspirational content. From beauty enthusiasts applying Revlon products to influencers showcasing bold looks, the brand is reconnecting on a personal level
Looking Ahead: A Revlon Reborn
Revlon under Michelle Peluso is not just recovering—it’s repositioning for sustained growth. By respecting its legacy while embracing speed, innovation, and consumer connection, the company aims to become “unforgettable” once more. Challenges remain in a competitive landscape, but early signs of progress—financial discipline, refreshed products, and cultural energy—suggest a promising trajectory.
As Peluso noted, the journey demands both patience and agility. With a strong foundation in place, Revlon is poised to thrive for generations to come. This reset highlights how legacy brands can evolve without losing their soul, offering valuable lessons for the beauty industry as a whole.
