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Olaplex names new CEO as JuE Wong exits

Sophie Smith
12 October 2023

Olaplex has named Amanda Baldwin as its new CEO, replacing JuE Wong, who has stepped down after more than three years in the role. 

Baldwin will join Olaplex from Supergoop, where she has served as CEO since July 2016.

She also previously led the omnichannel marketing strategy of Dior Beauty at LVMH and held several positions at Clinique, a part of The Estée Lauder Companies.

John Bilbrey, Executive Chair at Olaplex, said: "Amanda is a leader in growing prestige beauty brands and we are delighted to welcome her as CEO of Olaplex.

"She is an effective and creative brand builder who deeply understands consumer insights. Her valuable mix of strengths across marketing, product development and execution make her the ideal person to position Olaplex for long-term success."

Bilbrey will serve as interim CEO until Baldwin takes on the role in early 2024.

Amanda Baldwin, newly appointed CEO of Olaplex, said: "Olaplex stands apart as a category creator redefining what is possible through the combination of beauty and science.

"I see tremendous opportunity to help the brand reach its full potential by further deepening engagement with stylists, retailers and consumers through breakthrough product innovation, sharp storytelling and a dynamic global omnichannel strategy."

In addition to announcing the leadership transition, Olaplex reiterated its sales guidance for FY23, adjusted net income and adjusted EBITDA, as provided on 8 August 2023.

Looking ahead, the company expects net sales in the range of £349-364 million ($445-$465 million), reflecting a combination of weaker than expected results in the second quarter and an assumption of lower baseline demand in the second half.

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