Olaplex, a prominent name in the haircare industry, has made a significant announcement with the appointment of Amanda Baldwin as its new Chief Executive Officer, slated to assume the role in early 2024. This transition comes as the brand prepares to move forward after experiencing a period of declining earnings, leading to the departure of JuE Wong. During the transition, JP Bilbrey, Executive Chair of the board, will serve as the interim CEO.
JP Bilbrey expressed his enthusiasm about Amanda Baldwin’s appointment, stating, «Amanda is a leader in growing prestige beauty brands, and we are thrilled to welcome her as CEO of Olaplex. With her proven track record as a creative brand builder and her profound understanding of consumer insights and analytics, she brings a well-rounded skill set to position Olaplex for enduring success. I eagerly anticipate collaborating with her and the exceptional Olaplex team to drive the brand’s growth and ensure a seamless leadership transition.»
Amanda Baldwin brings a wealth of experience to her new role, having previously served as the CEO of Supergoop! since July 2016. Before her time at Supergoop!, Baldwin held the position of Senior Vice President at L Catterton, a global consumer-focused investment fund, where she collaborated with management teams across the portfolio, focusing particularly on the beauty sector. Her career also includes leading the omnichannel marketing strategy for Dior Beauty at Louis Vuitton Moet Hennessy (LVMH) and holding various positions at Clinique, a part of The Estée Lauder Companies.
Baldwin expressed her excitement about joining Olaplex and its unique position in the industry, saying, «Olaplex stands apart as a category creator, redefining what is possible through the combination of beauty and science. I see tremendous opportunity to help the brand and the business reach their full potential by further deepening engagement with stylists, retailers, and consumers through breakthrough product innovation, compelling storytelling, and a dynamic global omnichannel strategy. It is a privilege to join the company at this pivotal time in its evolution, and I am excited to get to work with JP, the Board, and the remarkable team at Olaplex to best position the company for long-term growth.»
Amanda Baldwin will also join the Olaplex board of directors, further enriching the brand’s leadership with her extensive experience and forward-thinking vision as Olaplex continues to evolve in the ever-changing beauty industry landscape.