Dan Bethelmy-Rada is fast becoming one of the biggest names in the world of cosmetics. Though he’s still quite young, Bethelmy-Rada has already made a big impact at L’Oreal. His job titles have included Global Brand President of Matrix and Biolage for the L’Oreal Professional Products Division.

Anyone who loves beauty products knows that drugstore brands like L’Oreal are where it’s at. These companies put much more energy into finding new ingredients and innovating than do staid department store brands. L’Oreal, in particular, is known for breaking new ground when it comes to hair care and makeup products.

Executives like Dan Bethelmy-Rada are a big part of L’Oreal’s successes. Bethelmy-Rada’s particular gift is for marketing. He’s harnessed the power of digital to take L’Oreal to new heights. Bethelmy-Rada has been able to reach out to demographics that traditionally were left out of the cosmetics conversation.

For example, Dan Bethelmy-Rada has reached out to the LGBTQ+ community in ways that work. He truly believes in inclusivity, and it shows. Bethelmy-Rada never panders. He welcomes people into the fold. L’Oreal’s product ranges and marketing have grown much more diverse since Bethelmy-Rada joined the team.

Dan Bethelmy-Rada was born in Venezuela. When he was a kid, his family relocated to the US. He lived in places as diverse as Washington DC and Oklahoma. Bethelmy-Rada’s upbringing gave him experiences of both belonging and being an outsider. He saw urban and rural landscapes. He learned that at the end of the day, we all have more in common than not.

Bethelmy-Rada combined these experiences with an old-school work ethic. He believes that if something’s worth doing, it’s worth doing well. This has shown in all of his work with L’Oreal. His communication skills are legendary. He communicates as well with his team members as he does with the public through marketing.