Beauty Executive Shuffle: New CEOs, GMs and CMOs Across Top Brands

Procter & Gamble veteran Chasity Monroe has taken over as chief executive officer of The Mane Choice, the textured hair care brand confirmed in its latest appointment. Monroe will refine the brand's hero collections, The Alpha and Tropical Moringa, as The Mane Choice doubles down on scalp wellness and education.

Her hire is one of seven senior beauty moves spanning Front Row, the Estée Lauder Cos., Kilian Paris, Frédéric Malle, Prose, Clinique and Lyma this cycle.

Where did the new appointments land?

• The Mane Choice — Chasity Monroe, formerly of Procter & Gamble, becomes CEO.
• Front Row — Jinny Kim becomes senior vice president of Korea, based in a newly opened Seoul office.
• Kilian Paris and Editions de Parfums Frédéric Malle — Guillaume Gellusseau, appointed senior vice president, global brand, in September, adds general manager duties for both brands.
• The Estée Lauder Cos. — Rachele Testa Schaefers, formerly vice president of global communications at VaynerX, joins as executive director of global communications, makeup brands.
• Prose — Brad Farrell joins as chief brand and innovation officer.
• Clinique — Krista Lee Berger becomes senior vice president of global marketing.
• Lyma — Anna Greene joins as chief marketing officer.

What does the Front Row Seoul office signal?

Front Row, the international commerce and marketing group, opened its first office in Seoul and installed Jinny Kim as senior vice president of Korea. The expansion has two stated aims: better supporting South Korean brands building their business in the U.S. market, and bringing South Korean innovations to existing Front Row clients in Europe and the U.S.

The move positions Front Row to act as a two-way corridor for K-beauty at a time when Korean brands are pushing deeper into Western retail.

Who moved up internally?

Guillaume Gellusseau received a fast promotion. Only months after his September appointment as senior vice president, global brand, for Kilian Paris and Editions de Parfums Frédéric Malle, he now holds the senior vice president and general manager title across both fragrance houses — a consolidation of brand and commercial leadership in one role.

What backgrounds are the new hires bringing?

Rachele Testa Schaefers arrives at the Estée Lauder Cos. from VaynerX, where she served as vice president of global communications. In her new post as executive director of global communications, makeup brands, she will run point on communications and strategic partnerships for MAC Cosmetics and Bobbi Brown.

Brad Farrell joins Prose, the personalized hair and skin care company, as chief brand and innovation officer. His résumé includes Kiehl's, L'Oréal and, most recently, Beekman 1802, where he spent six years as chief marketing officer.

Krista Lee Berger marks her first move into beauty at Clinique as senior vice president of global marketing. She previously served as senior vice president and global head of Barbie and dolls at Mattel, where she played a pivotal role in shaping the marketing strategy for "Barbie," the movie.

Anna Greene becomes chief marketing officer of Lyma, the welltech company founded by Lucy Goff. Greene will lead Lyma's next phase of growth as the brand expands its global reach and enters new markets in the year ahead.

What comes next?

Expect the new leaders to move fast: Monroe has two hero collections to refine at The Mane Choice, and Greene has been charged with taking Lyma into new markets within the year.