Irina Kulikova

VP of Strategic Development and Integration Europe & Emerging Markets The Estée Lauder Companies

Irina Kulikova is the Vice President of Strategic Development and Integration and Chief of Staff to the President of the EUKEM region (Europe, UK & Ireland, and Emerging Markets) at The Estée Lauder Companies. As a member of the regional management team, she shapes the strategic direction of more than 85 markets and over 20 iconic brands.

In her role, Irina leads regional strategy development and execution, market intelligence, consumer insights, strategic pricing, and large-scale transformation initiatives. She also drives key corporate development priorities, including operating model evolution, new market and channel entry, brand integration, and expansion into emerging geographies.

Before joining The Estée Lauder Companies, Irina spent more than a decade at Bain & Company across the UK, Middle East, and Russia, advising leading global players in luxury, beauty, jewelry, fashion, and retail. Her experience at the intersection of strategy, brand building, and transformation has given her a deep understanding of how to unlock growth and resilience in the luxury and beauty industries both in developed and emerging markets.

Irina holds an MBA from INSEAD.