The Art of Transformation: Lessons from Milani’s Mary van Praag
There’s something about a leader who thrives on chaos, who sees change not as a threat but as a playground. Mary van Praag, CEO of Milani Cosmetics, is one such leader. Since taking the helm in 2020, she’s turned Milani into a household name in mass makeup, delivering 18 consecutive quarters of growth. But what’s truly fascinating isn’t just the numbers—it’s the how. Van Praag’s approach is a masterclass in blending grit, joy, and a healthy dose of curiosity.
The Non-Linear Path to Success
One thing that immediately stands out is van Praag’s career trajectory. She’s moved 17 times, worked across diverse channels, and embraced change as a constant. Personally, I think this is where her magic lies. In a world that often glorifies linear success, van Praag’s journey is a reminder that detours can be just as valuable as the destination. What many people don’t realize is that every move, every new role, adds a layer of perspective that’s impossible to gain otherwise. Her willingness to embrace uncertainty isn’t just brave—it’s strategic. It’s this very curiosity that allows her to see opportunities others might miss.
The Power of Inspiration: Sarah Blakely’s Legacy
Van Praag cites Sarah Blakely, the founder of Spanx, as a key inspiration. What makes this particularly fascinating is her focus on Blakely’s openness about failure. In a corporate world that often sweeps mistakes under the rug, Blakely’s transparency is revolutionary. Van Praag’s admiration for this mindset reveals something deeper: she understands that growth isn’t linear, and neither is leadership. If you take a step back and think about it, this perspective is what allows her to foster a culture at Milani where risk-taking isn’t just allowed—it’s encouraged.
Creating the Magic: Leadership as a Collaborative Art
Here’s where van Praag’s approach gets truly innovative. She doesn’t just lead—she listens. Her quarterly mentor circles, featuring everyone from authors to CEOs, are a testament to her belief in collective wisdom. What this really suggests is that leadership, in her eyes, isn’t about having all the answers. It’s about creating a space where everyone feels seen, heard, and valued. This raises a deeper question: how many leaders today are willing to admit they don’t have all the answers? Van Praag’s humility isn’t just refreshing—it’s effective.
A detail that I find especially interesting is her emphasis on joy. She’s not just transforming businesses; she’s enjoying the ride. This isn’t just a feel-good mantra—it’s a survival strategy. Leading a turnaround is grueling work, and without joy, burnout is inevitable. Van Praag’s ability to integrate fulfillment into her work is a lesson for anyone in a high-pressure role.
Achievement Reimagined
Van Praag’s definition of achievement has evolved over the years. Early in her career, it was about climbing the ladder. Now, it’s about enjoying the journey. This shift is more profound than it seems. In my opinion, it reflects a broader cultural shift in how we define success. It’s no longer just about the title or the paycheck—it’s about the impact, the fulfillment, and the growth along the way.
What this really suggests is that achievement isn’t a destination; it’s a mindset. Van Praag’s ability to find joy in the process is what allows her to sustain her energy and passion. If you take a step back and think about it, this is the secret sauce of long-term success.
The Broader Implications: What We Can Learn
Van Praag’s story isn’t just about Milani—it’s about leadership in the 21st century. Her approach challenges traditional notions of authority, risk, and success. From my perspective, her greatest contribution is her ability to humanize leadership. She’s proof that you don’t have to sacrifice joy for success, or humility for authority.
One thing that’s often misunderstood about leaders like van Praag is that their success is replicable. It’s not about mimicking her moves; it’s about adopting her mindset. Her willingness to embrace change, her commitment to collaboration, and her focus on joy are principles anyone can apply.
Final Thoughts
Mary van Praag’s leadership is a reminder that transformation isn’t just about results—it’s about the process, the people, and the joy along the way. Personally, I think her story is a call to rethink how we lead, how we define success, and how we approach change. In a world that often feels chaotic, van Praag’s approach offers a roadmap not just for business, but for life.
What this really suggests is that the magic isn’t in the destination—it’s in the journey. And if we’re lucky, we’ll find leaders like van Praag to guide us along the way.
