Cara Robinson, a seasoned figure in the beauty industry, has embarked on an exciting new journey as the first chief brand officer at Dwayne “The Rock” Johnson’s Seven Bucks Companies. In this pivotal role, she will spearhead the brand strategy and creative direction across a variety of portfolio brands, including the men’s personal care line Papatui and the popular tequila brand Teremana. With a wealth of experience, Robinson aims to expand the company’s brand identity and ensure that each product resonates with consumers.
Before joining Seven Bucks, Robinson held a prominent position as president of beauty and well-being at Unilever North America, where she managed household names such as Dove, TRESemmé, and SheaMoisture, the latter of which she once led as CEO. Her extensive background in the beauty sector has given her invaluable insights, making her transition to a brand encompassing fitness apparel and spirits both exciting and unique. She views this opportunity as a chance to not only innovate but also to navigate uncharted territories in the consumer market.
Robinson is drawn to the culture of fearlessness that Johnson has cultivated at Seven Bucks Companies. She expressed her enthusiasm, highlighting how her previous roles in beauty and consumer goods have set a solid foundation for a more entrepreneurial approach. Collaborating with one of the most recognizable personalities globally only amplifies the thrill of her position. The challenge of integrating Johnson’s unique vision into the company’s overarching strategy is a task she relishes, viewing it as an opportunity to elevate the brand’s presence.
Seven Bucks Companies, founded in 2019 by Johnson and co-founded with his ex-wife Dany Garcia in 2012, encompasses a diverse range of brands beyond Papatui and Teremana, including the energy drink line Zoa and the lifestyle brand Project Rock. The company is focused on creating innovative products that appeal to a broad consumer base while maintaining a core mission of authenticity and excellence. With Papatui’s products priced affordably under $13 and recently launched at retailers like Target, Ulta Beauty, and Walmart, there’s a fresh energy that Robinson aims to nurture.
As she looks ahead to 2026, Robinson’s priorities are clear: she plans to scale Seven Bucks’ brands both within the U.S. and internationally, introduce new innovations, and possibly develop additional brands. This strategic vision reflects her understanding of the rapidly evolving market and the importance of staying ahead of trends in consumer preferences. By doing so, she hopes to ensure that Seven Bucks not only meets the needs of its customer base but also captures their imaginations.
Dwayne Johnson himself has praised Robinson, acknowledging her strategic vision and brand-building expertise as essential to the company’s growth. He emphasizes the need for a leader who can appreciate the complexities of integrating his founder DNA into the brand’s identity. With Robinson at the helm, Seven Bucks Companies is poised for a transformative journey, driven by her insights and innovative spirit. The synergy between Robinson’s expertise and Johnson’s vision signals a promising future, one characterized by boldness and a commitment to excellence in brand development.