In breaking executive news, Marla Beck has announced that she is stepping down from her role as CEO of BeautyHealth, the owner of Hydrafacial. She will be succeeded by Pedro Malha. “Pedro is an accomplished leader with broad industry experience at leading multinational companies in the health care and medical device sectors,” said Brent Saunders, Chairman of the Board. “We are also grateful for Marla’s strong leadership during a pivotal period of transformation, which has left BeautyHealth well positioned for sustainable and profitable growth.” Meanwhile, Beiersdorf has named Burcu Andreae-Nehlsen as its new President Derma & Health Care, with responsibility for overseeing Eucerin and Aquaphor, among other brands, globally. Andreae-Nehlsen will also join Beiersdorf’s Executive Committee.
According to Cosmetics Business, The Estée Lauder Companies (ELC) is “reviewing its brand portfolio as it seeks a return to profitability, placing some of its underperforming brands in the spotlight.” Stéphen de La Faverie, CEO of ELC, confirmed this, it reports, on a call with investors.
Here at CEW, we report on the key findings of CreatorIQ’s sixth annual State of Creator Marketing report. According to the latest data, creator marketing has entered a phase of unprecedented maturity, with investment decisions being led by proven impact and scalable ROI, rather than by experimentation. Also at CEW, we sit down with Melis del Rey, Amazon’s GM North America Stores, Health & Beauty, to discuss the how the platform’s immersive experiences — from AI-powered Shopping Guides to Gen Z-focused influencer campaigns — are making an impact.
A report in Happi reveals that more Australian sunscreens are falling short of SPF testing standards, according to The Therapeutic Goods Association. And in other international news, the Kao Corporation — one of the leading Japanese personal care sector groups — is renovating its cosmetic strategy. It has set a goal of reaching net sales of 400 billion yen and an operating margin of 15% from 2030, with a focus on innovation, efficiency and female leadership.
Read more about these news stories by clicking on the links below.
Marla Beck Stepping Down As BeautyHealth CEO. Best known for founding Bluemercury, Beck started in the role at BeautyHealth in March 2024. (WWD)
Beiersdorf Names Burcu Andreae-Nehlsen President Derma & Health Care. Andreae-Nehlsen worked previously at L’Oréal, serving as Global Head of Innovation Skin Care & Cleansing. (GLOBAL COSMETICS NEWS)
CreatorIQ Shares Results Of Sixth Annual Marketing Survey. CreatorIQ’s new data shows creator marketing spend increased by 171% year-over-year — the speediest growth rate in three years. (CEW)
The Estée Lauder Companies To Spotlight Underperforming Brands. “We recently engaged external advisors as we consider evolving the portfolio to best align with the strategic vision of ‘Beauty Reimagined’ and focus on our highest return opportunities over the medium-to-long-term,” said Stéphen de La Faverie, CEO of ELC. (COSMETICS BUSINESS)
Amazon’s Melis del Rey Talks Brand Strategy On The Platform. “We recognize that every brand has a unique identity and aesthetic,” she told CEW, in an exclusive interview. “That’s why we collaborate directly with brands to develop technology and experiences that highlight their strengths—whether it’s immersive storytelling, personalized recommendations, or new digital tools that showcase shade ranges or product benefits.” (CEW)
More Australian Sunscreens Fall Short Of SPF Tests. “The TGA is aware that each company that is responsible for an affected sunscreen will hold its own test results to substantiate the SPF claim for that sunscreen. However, as a part of the investigations into SPF sunscreen testing, TGA discovered “that some testing laboratories may be more reliable than others.” Happi reports. (HAPPI)
Kao Corporation Renovates Cosmetics Strategy. It will focus its efforts on six strategic brands: Sensai, Molton Brown, Kanebo, Sofina, Curél and Kate. (NEXT IN BEAUTY)
