Joli is an industry veteran with a 25-year proven track record. She leads every aspect of the business at Pür Minerals, including overseeing product development, product packaging, sales, distribution, promotions, education and prepping the brand for global expansion. “We utilize the resources that Mother Nature supplies and combine them with the latest in technology,” says Joli. “Many brands are riding the ‘mineral wave’ but are not creating cutting-edge products. Pür Minerals does both, and as a result, virtually every woman who tries the products falls in love with them.”

Prior to Pür Minerals, Joli spent 16 years at Clinique, a division of the Estèe Lauder Companies. She started her stint at the cosmetics giant as a sales associate and became regional marketing director for a $73 million territory encompassing five U.S. states.

She is also the president and founding owner of Cosmetics Resources, Inc., a company that offers product development, marketing and scripting consulting to cosmetics manufacturers and retailers.

Joli is a graduate of the University of South Florida.