An Honest Conversation with IsaDora’s New CEO, Anne Marie Tromholt Qvist

Empowerment is at the heart of IsaDora, and the brand’s new CEO, Anne Marie, fully embodies this value. With over 15 years of experience at leading beauty brands like Estée Lauder and L’Oréal, she now steps into the role to lead and shape the future of empowerment in the beauty industry.

Anne Marie’s journey is one of passion. Her deep commitment to inclusivity and sustainability is reflected in both her leadership and personal values. With a clear vision, she aims to make IsaDora more than just a beauty brand – she wants it to be a platform that inspires and empowers women of all ages.

What made you decide to join IsaDora?

Isadora is a remarkable brand with a history over 4 decades long. The brand has a strong heritage but is at the same time successfully re-inventing itself to stay relevant for many years to come. To be able to be part of this evolution, work with the great team here at Isadora and contribute to the continued success of the brand is a huge privilege. I feel very fortunate to have been given this opportunity.

What experiences from your previous role in the beauty industry do you think will be most valuable in your new position?

I have worked in the beauty industry for many years, and the main insight I bring with me is to always respect the power of the consumer. We work in a highly volatile and competitive market, and consumers have an infinite number of products to choose between. So, we must work hard to make sure we remain their preferred choice.

What kind of leadership qualities do you value?

In my opinion the main role of a leader is to be an enabler. You are responsible for creating the right conditions for the team to perform at their best, driving the business forward. There are many ways to approach this, but for me it always starts with the team. I admire leaders that are able to build a collaborative environment where everyone feels valued and motivated to contribute."

What motivates you most in your role as CEO?

With the new brand platform, the re-launch of the brand and the many new and strong launches, Isadora has a very bright future ahead. I look forward to being a part of the brands growth journey in the coming years.

Who is your role model in the business world?

It is hard to name just one person, but I admire people who are visionary and forward thinking, people who dare to challenge the status quo and trust in their own instincts. Extraordinary leaders that inspire us to see the world in a new light.

What do you consider to be the biggest challenges and opportunities in the beauty industry today?

The biggest challenge for any brand in the beauty industry is the high pace of the market. We constantly see new consumer trends and focusses, new brands entering the market, new products disrupting the industry and as a brand you need to both move with the times while also staying true to the core values of your brand. On the other hand, the fast pace is also the opportunity. If you are willing and able to adapt and evolve the possibilities are almost endless.

How can IsaDora, as a makeup brand, help redefine beauty standards to be more inclusive?

We are the “True Beauty” brand, and our mission is to deliver honest and empowering beauty without compromise. Being honest and empowering has for us meant the decision to have all our visual be retouch free. This is just a first step, and we continue to focus on creating a brand that our consumers can see themselves reflected in. We have started a collaboration with UN Women Sweden, to promote empowerment of girls and young women, and we will continue focus on ways in which we can support empowerment and inspire our consumers.

What advice would you give to young women aspiring to reach leadership positions in the beauty industry?

Go for it! That goes for both women and anyone else with that aspiration. Nourish your ambitions and plan your direction – but also focus on doing a great job in the role you have today. Your performance right now will be the building block for future opportunities.

What is your favorite IsaDora product, and why?

It is obviously hard to choose just one, but I would say that our multi sticks – both blush, contour and glow – are my current favorites. Maybe along with Build Up mascara, you can never go wrong with a classic!

About:

Full name: Anne Marie Tromholt-Qvist

Lives: Copenhagen

Does: CEO Chief Executive officer, IsaDora Cosmetics

Background: Anne Marie is an experienced business leader with a background in commercial and retail management, brand strategy and leadership roles at Estée Lauder and L'Oréal. She has a proven track record of driving growth, leading teams and implementing successful marketing and organizational strategies globally.