In a context where online product sampling is growing globally, providing a critical lifeline for cosmetics and brands looking to engage with consumers during the pandemic, SoPost – a New York headquartered online product sampling platform – has appointed Magali Kirsch to the role of Director of Partnerships DACH [1], with the mission to power up growth and operations in the European online sampling market.

Magali started her career as a Project Manager in international marketing with L’Oréal in Paris, France, where she worked within the Luxury Division for renowned skincare brands and designer fragrances. Empowered by this experience, she then went on to co-found her own company, “We Love Beauty” (formerly known as Beautistas), an interactive online beauty community.

Germany is an incredibly important region for us, and I’m looking forward to working with Magali as we build our presence here,” said Jonny Grubin, CEO of SoPost. “Magali’s in-depth industry experience enables her to understand the ever pressing challenges faced by beauty brands and the needs of consumers in the fast-changing digital market. We’re excited to grow with her.

According to The NPD Group, online sales of prestige cosmetics in Germany - the largest consumer of cosmetics and personal care within the European market - saw a 25 percent increase in 2020, with four out of five online sales being generated by online promotion.

Earlier in September, SoPost appointed luxury and beauty business industry expert Hélène Tournesac as France Partnerships Director to lead the newly created Paris office and grow a French team which will include roles such as account executives and partnership managers. “Hélène has demonstrated amazing success across renowned agencies such as Havas Media and Neo@Ogilvy, and her background in digital as well as luxury and cosmetics will allow her to better understand the needs and pain points for brands engaging in digital sampling,” said SoPost in a statement.

“With an on-the-ground team in France, SoPost will be able to better support global brands in France as well as hugely expand the sampling opportunities available for more brands in the French market,” added the company.