L'Oréal names marketing director for YSL, Prada Beauty in APAC

L'Oréal has appointed Karen Bur (pictured) as make-up marketing director within its Luxe Travel Retail Asia Pacific (APAC) business.

In her role, she will oversee marketing for a portfolio of beauty brands including YSL Beauty, Prada Beauty, Shu Uemura, Miu Miu and Urban Decay, according to her LinkedIn.

Bur took on the role in August 2026. In a LinkedIn post marking three months in the position, she said she was "energised by the pace, scale and opportunities ahead."

The move sees Bur take on a new regional remit after nearly a decade with L'Oréal, where she has held marketing, retail and customer experience leadership positions across the group's SAPMENA and South Asia Pacific operations.

Don't miss: L’Oréal names new country manager for Malaysia and Singapore 

Most recently, she was head of marketing and retail for Helena Rubinstein across South Asia Pacific, the Middle East and North Africa, a position she held from January 2025 to November 2026, according to her LinkedIn.

Prior to that, she served as omni customer experience manager at L'Oréal in Singapore from July 2021 to January 2025. Her responsibilities included driving customer experience and retail integration across the business.

Before joining L'Oréal Singapore, Bur spent more than four years with L'Oréal Hong Kong as retail and marketing manager from March 2017 to July 2021. During this period, she led Atelier Cologne's Hong Kong business, overseeing brand strategy, marketing, digital and social initiatives, retail operations and commercial performance.

She had previously served as brand head of Atelier Cologne in Hong Kong from September 2015 to March 2017, where she was involved in launching the brand in the market ahead of its acquisition by L'Oréal.

In her LinkedIn post, Bur also reflected on her time in L'Oréal's SAPMENA organisation, thanking colleagues for their guidance and support. She described the transition as an opportunity to bring new regional perspectives while continuing her focus on building brands and driving growth.

"New region, new perspectives, same passion for building brands and driving growth," she added. 

MARKETING-INTERACTIVE has reached out to L'Oréal for a statement. 

Earlier in September, L'Oréal appointed Marc Dicko as chief digital and marketing officer for its SAPMENA Zone. Based in Singapore, Dicko oversees the group's digital, eCommerce and marketing strategy across more than 35 markets, reporting to SAPMENA president Vismay Sharma.

The appointment followed the departure of Lex Bradshaw-Zanger from the regional CDMO position. Bradshaw-Zanger moved into a newly created role focused on strengthening SAPMENA's regional marketing and commercial capabilities, with an emphasis on emerging technologies, data, analytics and AI.

Related articles: 
WPP Media retains L’Oréal ANZ account  
Ex-L'Oréal and Naga DDB leaders join VaynerMedia APAC  
Meta names former L’Oréal digital chief as Malaysia country director