Monpure appoints new CEO to lead next phase of growth

British scalp and haircare brand Monpure London has appointed Carly Osborne as CEO, as it seeks to strengthen its position in the premium haircare market.

Osborne joins Monpure from Color Wow, where she served as General Manager since September 2019. Prior to this, she was Marketing Director at Hourglass Cosmetics, contributing to the company’s international expansion.

"Monpure has carved out a powerful space within the UK's premium salon and luxury spa landscape, complemented by a robust direct-to-consumer presence of devoted and engaged customers. This foundation is a testament to the brand's equity, quality and vision," said Osborne.

"My immediate focus will be to deepen our vital connection with industry experts and stylists, strategically broaden our appeal to new consumers, and amplify the brand’s innovative spirit.

"The brand’s foundations lie in its exceptional, science-backed hair longevity formulations. Building upon this technological prowess and developing an exciting future product pipeline will be paramount for my team as we develop the next chapter of innovation and global reach."

Osborne is joined by Vicky Metcalfe as Chief Marketing Officer, who brings expertise in brand strategy and marketing within the haircare sector.

Metcalfe joins from Curlsmith, where she led marketing efforts through the brand’s acquisition by Helen of Troy in 2022, and previously managed marketing for hair supplement brand Viviscal until its sale to Church & Dwight in 2017.

Under Osborne and Metcalfe, Monpure London plans to further develop its focus on scalp health, hair vitality and science-led formulations, alongside expanding its product pipeline.

The new leadership also draws on a long-standing professional partnership.

Osborne and Metcalfe previously collaborated during Unilever’s $3.7 billion acquisition of Alberto-Culver, managing the integration of international haircare brands including TRESemmé and VO5, and overseeing the Unilever European Hair Portfolio, which included brands such as Toni & Guy and TIGI.

These changes follow the recent departure of founder and CEO Nate Bigger, who launched the brand in 2018. Under his leadership, Monpure grew into a globally distributed haircare brand, available through department stores, luxury pharmacies, wellness destinations, and five-star resorts, with a focus on scalp health, prevention-led care and addressing female hair loss.