- Carley Caldas
- Senior Vice President, Marketing & Creative / eos
Carley Caldas is the Senior Vice President of Marketing & Creative at eos Products, the iconic Gen Z beauty and personal care brand. She oversees all areas of marketing, including brand strategy, creative, advertising, consumer PR, social media and creator marketing - leading the team behind some of the most culturally relevant and talked-about campaigns in beauty.
Since joining eos in 2018, Carley has been at the center of the brand’s transformation. She helped spearhead a full reset of eos’ identity, voice, and product lineup, driving double-digit growth and positioning eos as a category innovator
Carley is known for her brave storytelling and social-first approach, which have fueled eos’ rise as a Gen Z favorite. She has scaled the brand’s TikTok following to 1.3M+ and reshaped marketing around a creator- and community-centric model that celebrates authentic, diverse voices. That shift has fueled viral moments, built real loyalty and fandom, and delivered measurable business results.
She’s also behind some of eos’ boldest work, including the viral “Bless Your F*ing Cooch” campaign, which generated 700M+ earned impressions and doubled eos’ shave business. Other disruptive campaigns like “Dirty DMs”, “Lotion Lock”, “Obsessedimonials”, and “Vagentine’s Day” have become hallmarks of eos’ willingness to challenge norms, spark conversation, and take creative risks.
Beyond breakthrough creative, Carley is a business builder. Under her leadership, eos recaptured cultural relevance with Gen Z while expanding far beyond lip balm into a multi-category personal care powerhouse. The brand now holds leadership positions across several categories, is the #1 shave cream brand among Gen Z women and is one of the fastest-growing mass body care brands - achievements earned despite competing against legacy players with significantly larger budgets.
Carley has been the recipient of numerous marketing leadership awards and accolades. She was named a 40 Under 40 honoree by Ad Age, a Rising Star of Brand Marketing by Business Insider, honored on Brand Innovator’s Women to Watch List and was named Brand Manager of the Year by Ad Age in 2024.
Before joining eos, Carley deepened her beauty and retail marketing expertise by leading the Redken global hair care brand at L’Oreal, beauty category merchandising at Anthropologie, and the Soap & Sanitizer category at Bath & Body Works.