Alex Choueiri is the Global President of Ralph Lauren Fragrances, leading the strategy for Ralph Lauren’s fragrance business in close collaboration with Ralph Lauren Corporation. As the global head of the brand within L’Oréal, and member of L’Oréal Luxe’s executive committee, he and his team are responsible for the development of new product lines such as Ralph’s Club and Polo Earth, including all communication, advertising, global expansion and omnichannel execution. He contributed to the turnaround of the brand, its relaunch in Europe and the Middle East, and successful expansion into new markets like China and Southeast Asia. Ralph Lauren Fragrances is a leading brand worldwide with top ranking franchises including Polo Blue, Polo Red, Polo, Purple Label, Romance, and more.
Previously, Alex was the President of the International Designer Collections Division of L’Oreal USA, leading business growth for luxury designer brands such as Armani Beauty, Yves Saint Laurent Beauty, Ralph Lauren Fragrances and other brands, as well as successfully launching Maison Margiela in the US market. As the head of this business unit gaining market share in 6 consecutive years, he helped L’Oréal become the largest player in the US fragrance luxury market, with a strategy of elevation and focus on flagships, popup stores, and digital innovation.
Alex moved to the U.S. from the L’Oréal UK headquarters, where he was General Manager of Lancôme both in the UK and Ireland. Under Alex’s leadership, Lancôme had a successful turnaround with 3 years of consecutive growth in sales, strong market share gains on skincare and the implementation of innovative retail and digital strategies. Prior to assuming this role, Alex worked on L’Oréal teams across various brands in Italy, France, and Australia.
Alex’s career began at Bain & Company where he was a strategy consultant for four years in France and Australia. Alex is a graduate of the HEC School of Management, the leading business school in France. He currently lives in New York City with his wife and two children.