Hillary Lyon Is the Cosmetic Counsel

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Hillary Lyon, vice president and assistant general counsel for e.l.f. Beauty, had a circuitous journey on her way to the popular cosmetics brand.

Lyon, who describes herself as “naturally driven and competitive,” initially aimed to pursue a career in international advertising when she was studying at SMU. She quickly discovered, after starting her first job at a major agency, that it wasn’t the right fit for her.

“I was at an ad agency, and when you’re first starting, the practice of advertising is much different than the study of it and the psychology and the creative aspect of it,” she reveals. “You see some TV shows or movies and you think that’s what you’re going to be doing—Nike campaigns right out of college—but that didn’t happen. There wasn’t as much creative freedom right out of the gates, and I got bored pretty quickly.”

While at that job, she had the opportunity to work with in-house counsel on franchise agreements and enjoyed that aspect of the business. That set her on a new course.

“I got an LSAT prep book, studied on my own, and did well on the test, so I applied to law schools,” she recounts. “I was awarded a Chancellor’s Scholars Award from UNC School of Law—a full-tuition scholarship, which mitigated some risk. I also wanted to get out of Texas and spread my wings.”

After graduating in 2011, Lyon spent six years in private practice with a large regional firm, Thompson & Knight, working in the general corporate division.

“I got my hands on everything from private equity-backed management companies to public securities and M&A, and I was among great attorneys, so it was a great foundation from which to learn and grow,” Lyon shares. “But, going in, I didn’t think that being at a law firm was really what I wanted to do forever.”

In her mind, the thought of going in-house was much more appealing. In 2017, an opportunity presented itself when one of the firm’s clients—Fossil Group Inc.—asked her to come on board as corporate counsel. After two years there, and another two at a similar position at YETI, Lyon was offered her current position as assistant general counsel at e.l.f. Beauty.

“I joined knowing absolutely nothing about makeup or beauty, but really loved the growth opportunities available,” Lyon reveals. “In my initial in-house positions, I felt like I was a bit siloed as an attorney and focusing on securities, governance, and M&A. I’m really glad I got to build expertise there, but I really wanted to roll my sleeves up and get to know a business better and touch more aspects operationally. An alluring factor with e.l.f. was the opportunity to come in and do more than I had before.”

“At this point in my career, I get to focus more on strategy and putting the various pieces of the organizational puzzle together.”

Hillary Lyon

One of Lyon’s favorite things about her position is she’s in charge of the legal aspects of global expansion. That’s meant she’s helped open the company’s London office and expand in multiple countries, such as Germany, the Netherlands, Belgium, and Mexico.

“More global expansion is coming, and I’m excited to lead that charge from a legal aspect, and work with cross-functional teams to bring some e.l.f. magic to new locations,” she says.

Lyon also managed e.l.f.’s internal team and outside counsel in a huge IP infringement case—e.l.f.’s first matter that has gone to trial. It was an important win for the company and set some precedent for the cosmetic industry going forward.

Outside of work, Lyon enjoys spending as much time as possible with her husband and two daughters (nine and eleven), who she says couldn’t be more different yet equally as entertaining. When not bouncing around soccer and softball fields, she loves to travel, work out, and run—with plans to race in the Chicago Marathon this fall.

“I have a pretty healthy balance of work, fun, and momming,” Lyon notes. “ My job is demanding and I think it’s generally difficult to balance a law career and a home life, but e.l.f. really encourages its employees to pour into their families, friends, and passions outside of work, recognizing the need to find energy and fulfillment outside of the office. Our executives set that standard and demonstrate an ability to be superstars at work and at home.”

Looking back, Lyon knows she made the right decision to pursue a law career. She loves the people she works with and the challenges the job presents.

“At this point in my career, I get to focus more on strategy and putting the various pieces of the organizational puzzle together, and that opportunity is ultimately what enticed me to work here,” she says. “I like working toward a common goal and working with all these brilliant minds. I’m incredibly blessed to get to do what I do with the incredible people around me—both at work and at home.”

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