In today’s rapidly changing world, leaders convening at the 2025 WWD Beauty CEO Summit are reflecting on how to navigate the complexities and uncertainties shaping their industries. As we look towards the future, many see daunting challenges as fertile ground for innovation and growth. For these executives, the central question is clear: what bold ideas will propel their businesses forward in the coming 12 to 24 months? This discourse reveals insights into how these leaders are addressing contemporary issues while fostering meaningful engagement with consumers.
Cassandra Morales Thurswell, founder and CEO of Kitsch, emphasizes the power of incrementality amid market volatility. Kitsch advocates for gradual, thoughtful growth rather than rapid disruption. By focusing on diversification and forging authentic connections with customers, the brand aims to enhance the beauty experience with curated collections that provide clear guidance, ultimately making beauty accessible and empowering. Morales believes responsible practices and collaboration within the community are key to navigating uncertainty, positioning Kitsch as a leader in sustainable beauty innovation.
Michelle Peluso, CEO of Revlon, spotlighted technology and artificial intelligence as transformative forces reshaping the beauty landscape. She likens today’s tech evolution to the early digital era, offering brands the chance to reimagine how they sense consumer demand, design products, and streamline supply chains. Peluso argues for a proactive approach to future-proofing organizations through innovative hiring and process redesigns, asserting that these advancements present tremendous opportunities for those willing to embrace meaningful change. Her vision underscores the notion that while challenges abound, the potential gains are equally significant.
Emily Essner, President and Chief Commercial Officer of Saks Global, presents a customer-centric vision for luxury retailing. She believes success lies in enhancing partnerships with brands to create a curated, individualized shopping experience, which reflects the preferences of each customer. By leveraging its vast retail footprint and sophisticated online platforms, Saks aims to deliver top-tier luxury fashion while retaining the essence of each distinct brand. This strategy not only prioritizes customer satisfaction but also emphasizes a collaborative spirit that seeks win-win outcomes for all stakeholders involved.
Freddy Bharucha, President of Global Personal Care at P&G Beauty, highlights the importance of organizational culture in driving business success. He stresses the necessity of empowering individuals at every level to make bold decisions while fostering an atmosphere of creativity and curiosity. Bharucha believes such a culture empowers teams to deliver impactful solutions, making organizations more resilient in a rapidly evolving market. He views accountability as a critical component of this culture, balancing humility and ambition to maintain progress and momentum even during tumultuous times.
Drawing attention to the influence of Gen Alpha in the beauty market, Jaimee Lupton, cofounder of several beauty brands including Monday Haircare, notes that young consumers are reshaping industry standards. Gen Alpha’s unique affinity for beauty and fragrance, paired with their extensive knowledge from social media, has driven brands to innovate products that cater specifically to their tastes. Lupton emphasizes the importance of creating aspirational yet age-appropriate offerings to meet this demographic, foreseeing a bright future for beauty as brands become attuned to the desires of younger consumers.
Lastly, Joey Shamah, cofounder of AS Beauty Brands, outlines a strategic focus on acquiring and revitalizing brands to stimulate growth. With a commitment to digital expansion and operational efficiency, AS Beauty seeks to bring key products into the spotlight while honoring the heritage of its brands. Shamah’s approach exemplifies a strategy based on sustainable growth, where the aim is to maintain momentum by continuously enhancing brand portfolios. This forward-thinking mindset resonates across the industry, reflecting a broader commitment to innovation, collaboration, and responsiveness to consumer trends as leaders prepare for the evolving landscape of beauty in the years ahead.
