Las Vegas, NV-March 25, 2026- GPI Beauty, a global provider of innovative beauty packaging and turnkey solutions, is pleased to announce the appointment of Erin Tidwell as Senior Sales Director, West Coast. In this role, Tidwell will drive sales strategy, strengthen key customer partnerships, and support continued growth across the western United States.
Tidwell brings more than a decade of experience across the beauty and retail sectors, with a strong focus on strategic partnerships and commercial development. Most recently, she served as Director of Business Development at Murad for 3 years, where she spearheaded initiatives focused on accelerating brand growth, expanding distribution opportunities, and enhancing revenue performance across key channels.
Earlier in her career, Tidwell spent nearly seven years at IPSY, advancing through various roles including Director of Brand Partnerships, Senior Brand Partnerships Manager, and Brand Partnerships Manager. During her tenure, she was instrumental in developing strategic collaborations with leading beauty brands and supporting category expansion within the subscription and digital commerce space.
“We are excited to welcome Erin to GPI Beauty,” said Maria Marshall, General Manager. “Her deep understanding of brand dynamics and thoughtful approach to client needs will be invaluable as we strive to provide the highest level of support to our clients. As we expand our footprint on the West Coast, Erin’s results-driven mindset will empower us to not only meet but exceed our customers’ expectations, offering sustainable and innovative packaging and turnkey solutions tailored to their needs.”
In her new role, Tidwell will focus on building strategic relationships with both emerging and established beauty brands, identifying new business opportunities, and collaborating closely with GPI Beauty’s global teams to ensure seamless execution from concept through commercialization.
“I am thrilled to join GPI Beauty at such a dynamic time in the company’s growth,” said Tidwell. “The organization’s commitment to innovation, sustainability, and customer collaboration strongly aligns with my passion for helping brands bring impactful product experiences to market. I look forward to supporting continued expansion across the West Coast.”
Tidwell’s appointment reinforces GPI Beauty’s continued expansion of its sales operations, strengthening the team’s commitment to service and expanding relationships with customers across the West Coast.