KMI Brands appoints new MD as CEO confirms departure

KMI Brands has named Lisa Stone as its new Managing Director, replacing Chief Executive Rachel Parsonage, who is leaving the company after 16 years.

Soon after joining KMI Brands, Parsonage was promoted to Managing Director and led the business from its original Teddington offices. In 2019, she relocated the company to Kingsway, London, and was appointed CEO.

During her tenure, KMI Brands experienced significant growth, with sales increasing from £11 million to over £21 million and the team expanding from 15 to 40 employees.

She was also responsible for the creation and growth of Noughty Haircare and its purpose-led strategy in the marketplace.

"Its been a privilege to lead KMI Brands and I'm proud of how we have grown as a team, navigated challenges that at times felt daunting, and built a culture that has become the true hallmark of KMI," said Parsonage.

"A culture of doing things properly, consistently behaving with respect and kindness, caring about the people who show up to work everyday, questioning product efficacy, pushing for products which make a difference and always asking if what we’re doing can be done with less planet impact."

She will hand over to Lisa Stone, who assumes the role of Managing Director with immediate effect.

Stone first joined KMI Brands in 2018 as Commercial Director and also served as Commercial Manager and Head of Sales (UK) before taking on the role of Chief Growth Officer in 2023.

"This next chapter isn’t about one individual - it’s about a driven, talented, and resilient team. Their hard work and commitment have powered our success so far, and they will be the engine behind what comes next," Stone told TheIndustry.beauty.

"As Managing Director, my focus is clear: sharpen our core values, strengthen our commercial edge, and build a culture that executes with collaboration, integrity, and pace. We operate in a fast-moving world, and KMI must stay ahead - not just responding to change, but turning it into opportunity and growth."

Founded in 1993, KMI Brands is the creator and distributor of Noughty and the licensed distributor of Ted Baker toiletries and cosmetics.