What does it take to keep a 100-year-old brand at the cutting edge of culture?
In this episode of Visionary Minds, Wilfried sits down with Trisha Ayyagari, Global Brand President of Maybelline New York, for a conversation about resilience, reinvention, and the future of beauty.

From its roots in New York City to its presence in over 120 countries, Maybelline has been setting trends for more than a century. But in a world of fast-changing consumer expectations, digital-native competitors, and cultural shifts around inclusivity and sustainability, staying relevant is no easy task.

Trisha Ayyagari knows this better than anyone. She joined Maybelline in 2012 and, after years of shaping its global voice, has been leading the brand as Global President for the past six years. Under her leadership, Maybelline has successfully balanced its rich heritage with bold reinvention — navigating new platforms like TikTok, expanding diversity in product lines, and redefining what beauty means today.

• Trisha’s journey from her first day at Maybelline to becoming Global Brand President
• How a heritage brand can stay modern without losing its DNA
• The challenge of mass-market reach in an era of hyper-personalisation
• Why New York remains central to Maybelline’s identity — and how it resonates worldwide
• How inclusivity, sustainability, and digital disruption are shaping the future of beauty
• A special Rapid Fire segment revealing the woman behind the leader

This episode was recorded at the MADE Hotel, on the rooftop of Good Behavior, with panoramic views of Manhattan — a setting that perfectly reflects Maybelline’s New York roots.

Hosted by Wilfried Klucsar, Visionary Minds is a podcast produced by Dix Sept Paris, a creative agency based between Paris and New York. Each month, Wilfried speaks with global leaders shaping the future of beauty, luxury, and culture.

Listen now on: Spotify | Apple Podcasts | Deezer | Amazon Music