Nécessaire Expands Marketing & Creative Teams

Personal care brand Nécessaire announced the appointments of Georgie Coupe as senior vice president of marketing and Adam Okrasinski as executive creative director.

Coupe, a global marketing leader known for scaling consumer-led brands at Bumble, and Okrasinski, a creative executive with deep experience shaping luxury narratives at The New York Times, bring “complementary expertise across brand, culture and storytelling,” said the company.

“At Nécessaire, we are building a category-defining brand — one rooted in high-quality, efficacious products and genuine emotional connection with consumers,” said Chitra Balireddi, CEO. “As the company grows, we are investing in senior talent from across luxury, media and technology to expand our reach, sharpen our creative identity and strongly position Nécessaire for the next stage of the brand’s journey.”

Coupe joined Nécessaire as SVP, marketing in January 2026. A global brand leader with over a decade of experience, she previously served at Bumble, where she led global brand and culture marketing.

Okrasinski joined Nécessaire as creative director in April 2026. Based in New York City, he brings a multidisciplinary approach shaped by experience across advertising, fashion and media. He began his career creating live activations for global brands including American Express and T-Mobile, before spending seven years at The New York Times, where he led branded content initiatives for luxury leaders such as Chanel, Cartier and Estée Lauder.

Since its founding in 2018, Nécessaire has redefined the body care category through a “skin-first approach” to daily essentials, achieving B Corp certification, as reported in Happi.