Olaplex names Amanda Baldwin new CEO

Haircare brand Olaplex has named Amanda Baldwin as chief executive officer, effective by early 2024. 

She will replace JuE Wong, who is exiting the company following declining earnings results. Executive chair of the board JP Bilbrey will serve as interim CEO during the transition period.

“Amanda is a leader in growing prestige beauty brands and we are delighted to welcome her as CEO of Olaplex,” said Bilbrey. 

“She is an effective and creative brand builder who deeply understands consumer insights and analytics. Her valuable mix of strengths across marketing, product development and execution make her the ideal person to position Olaplex for long-term success. I look forward to working with her and the talented Olaplex team to continue building the business while ensuring a seamless leadership transition.”

Baldwin joins Olaplex from Supergoop! where she was chief executive officer, since July 2016. Prior to joining Supergoop!, Baldwin served as a senior VP at L Catterton, a global consumer-focused investment fund, collaborating with management teams across the portfolio with a particular focus on the beauty sector. 

She also previously led the omnichannel marketing strategy of Dior Beauty at Louis Vuitton Moet Hennessy (LVMH) and held several positions at Clinique, a part of The Estée Lauder Companies.

“Olaplex stands apart as a category creator redefining what is possible through the combination of beauty and science,” added Baldwin, who will also join the Olaplex board of directors.

“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, sharp 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 to achieve long-term growth.”