Odele, a popular mass hair care brand, has recently announced a significant leadership change with the appointment of Zach Rieken as its new CEO. Rieken, who held the top position at Living Proof from 2019 until this year, brings extensive experience in the beauty industry to Odele. Before his time at Living Proof, he served as the senior vice president and global general manager at Bumble and bumble, and has background in sales with Wella Co. This new appointment comes at a pivotal time for Odele, which has been steadily growing since its inception in 2020.
In his inaugural statement, Rieken expressed genuine admiration for Odele’s mission and vision. He highlighted the commitment of the team and the brand’s unique position in the clean beauty market. Rieken noted how Odele stands out by making high-performance beauty products accessible to everyone without compromising on quality. His enthusiasm for the brand signifies a promising future, as he aims to build on the momentum established by the co-founders.
Odele was established by a trio of consumer packaged goods veterans: Lindsay Holden, Britta Chatterjee, and Shannon Kearney. The brand quickly made waves in the market by offering a range of hair care products priced at $11.99, initially available direct-to-consumer and through major retailer Target. This approach allowed Odele to capture consumer interest and expand its reach, catering to a growing demand for affordable, high-quality hair care solutions.
As Odele continues to grow, its retail presence has significantly expanded, now reaching over 12,000 locations. The brand entered CVS Pharmacy and Ulta Beauty in 2023 and has also established a presence on Amazon. This growth is a testament to Odele’s compelling product offerings, which have resonated with consumers, helping the brand achieve sales figures near $30 million in 2023. Additionally, a minority investment from Stride Consumer Partners underscores confidence in Odele’s potential, aligning it with other notable beauty brands.
Reflecting on the brand’s journey, co-founder Lindsay Holden shared her excitement about welcoming Rieken as CEO. She believes his vast experience and expertise in the beauty category are instrumental for Odele as it embarks on its next chapter. Holden emphasized that the past five years have been an extraordinary journey, and she sees Rieken’s leadership as crucial for realizing the brand’s ambitious growth plans while maintaining integrity.
Overall, Odele’s appointment of Zach Rieken signals a strong commitment to advancing its mission in the clean beauty landscape. With a solid foundation laid by its founders and the strategic vision of its new CEO, Odele is poised for an exciting period of expansion and innovation, catering to consumers seeking effective and accessible beauty solutions.