Karima McDaniel, President of 4U by Tia, is a leader whose career has been defined by her ability to transform brands, empower teams, and connect deeply with consumers. Her professional journey spans the worlds of beauty, consumer-packaged goods, professional services, and wellness, showcasing a consistent focus on innovation, empathy, and purpose-driven leadership. With a foundation in marketing at Hampton University and an MBA from the University of Michigan’s Ross School of Business, Karima joined the Business Solutions and Think Tank teams at PricewaterhouseCoopers. Afterward, she gained hands-on experience at Johnson & Johnson’s Neutrogena division, where she was a member of the branding team that repositioned iconic product lines and introduced imaginative strategies to connect with diverse audiences. Karima later brought her expertise to Rodan + Fields, where she spearheaded groundbreaking product launches and developed digital tools that redefined how brands engage with consumers.
Now at the helm of 4U by Tia, the haircare brand launched by actress, founder, & creative director Tia Mowry, Karima leads with a commitment to celebrating individuality and fostering community. She draws on her deep experience to create products that empower consumers to embrace their natural identities while prioritizing innovation and authenticity. Karima shares her insights on aligning vision with purpose, the emotional resonance of the beauty industry, and the art of building brands that inspire confidence and connection.
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