In the dynamic landscape of the beauty and wellness industry, new leadership changes signal exciting directions for various brands. Nadine Kheirallah has recently been appointed as the Senior Vice President and General Manager of International at Anastasia Beverly Hills. Kheirallah brings a wealth of experience from her previous roles, including her time at Fresh as Senior Vice President of Global Retail and Trade Marketing, and over a decade at L’Oréal, where she gained insight working with renowned brands like Kiehl’s and Lancôme. Her extensive background positions her to successfully elevate Anastasia Beverly Hills on an international scale, potentially transforming its market presence and brand impact worldwide.
Meanwhile, Michelle Miller transitions from her role as Chief Marketing Officer at K18 and takes on the same position at Vegamour, a brand focused on hair growth and health. Miller’s journey reflects her strong marketing acumen, demonstrated during her tenure as Vice President of Marketing at Kosas. At Vegamour, she is expected to leverage her expertise in the beauty sector to drive brand recognition and customer engagement, which could play a critical role in cementing Vegamour’s status in a competitive market where consumer interest in hair health continues to grow.
In another significant industry development, Annie Kolemainen has been elevated to the role of Chief Executive Officer at Eva NYC, the fast-growing mass-market sister brand to Amika. Rising through the ranks at Eva NYC since 2020, where she initially joined as Director of Sales and later became President of the brand, Kolemainen’s appointment reflects Eva NYC’s commitment to internal talent development. Her familiarity with the company’s operations and her vision for the brand are likely to foster innovations that resonate with the company’s youthful and vibrant consumer base.
Shira Feuer has also made headlines after joining Beauty Pie as the Chief Marketing Officer. Having served as a consultant for the U.K.-based company in 2024, Feuer’s prior experiences include noteworthy roles at Trinny London, Disney, and Burberry. Her diverse background in both digital and luxury marketing equips her to craft strategies that align with Beauty Pie’s unique market position, while enhancing its appeal to a community that values both affordability and quality skincare and cosmetics.
In the realm of health and fitness, Jessica Shepherd steps into an essential leadership role as the Head of Medical Affairs at Pvolve. With her extensive background as an OB/GYN, she will spearhead innovative research initiatives and program developments that specifically address topics like menopause, fertility, and pelvic floor health. Shepherd’s contribution could bridge the gap between fitness and women’s health, delivering content that is not only engaging but also supportive of women’s varying health needs.
Lastly, Nathan Underwood has taken on the position of Senior Vice President of Sales at BelliWelli, a gut health brand that has swiftly gained traction on TikTok Shop. Underwood comes from Ritual, where he served as Vice President of Sales, showcasing a proven track record in the supplement industry. His experience will be invaluable to BelliWelli as they look to expand their reach and influence in the wellness market. Additionally, Charlene Zappa has been appointed as Chief Marketing Officer at Not Your Mother’s Haircare, bringing over 20 years of experience from her previous roles with The J.M. Smucker Company and Procter & Gamble Beauty. Her expertise in consumer products is set to invigorate the marketing strategies of Not Your Mother’s, further enhancing the brand’s connection with its audience and driving growth in a crowded marketplace.
These recent appointments across various brands reflect a robust wave of leadership that prioritizes expertise, innovation, and consumer engagement, positioning each brand to thrive in an ever-evolving market.