Yasmin O’Neal

Yasmin O’Neal is the Global Brand Senior Director at DECIEM, where she leads one of the most culturally disruptive beauty brands of the past decade: The Ordinary. In a category long defined by aspirational marketing and inflated pricing, The Ordinary has built its global reputation on radical transparency, ingredient-led formulations, and accessible price points. The brand’s philosophy, centering clinical efficacy over storytelling, has reshaped how consumers engage with skincare, encouraging a more informed, “skintelligent” audience that understands ingredients rather than relying on promises. O’Neal’s role sits at the intersection of this ethos and its global expression, ensuring that as the brand scales, it retains the clarity, honesty, and anti-marketing stance that made it a disruptive icon.

Her career has helped shape some of the world’s most influential brands. Before joining DECIEM, O’Neal spent over eight years at Procter & Gamble. She began in Sales, leading national accounts for Pampers, Head & Shoulders, Always, and Tampax, before transitioning into Marketing & Strategy for Aussie Haircare and Pantene. She ultimately progressed to Brand and Business Director for Olay and Old Spice in the UK, overseeing both commercial performance and long-term brand success. This foundation in both retail and brand-building at scale informs her current approach: combining sharp commercial instinct with a deep understanding of consumer behaviour.

At DECIEM, O’Neal is responsible for everything ‘brand’ on The Ordinary, steering the global brand narrative during a period of expansion and heightened consumer scrutiny. Her mission is to protect the brand’s original purpose to “debunk beauty myths” while evolving it for a more sophisticated, global audience. Her leadership is vital in sustaining The Ordinary not just as a skincare brand, but as a movement that continuously challenges how beauty is created, priced, and communicated worldwide. Yasmin has built unforgettable campaigns during her tenure at DECIEM, including The Periodic Fable and The Secret Ingredient – both gaining worldwide recognition and virality for their dystopian approach to advertising and industry-changing creative.

Lastly, O’Neal has always been a fierce advocate of Diversity and Equality efforts; she helped transform P&G UK’s D&I agenda and is an active mentor in the brand industry.