P&G appoints new beauty CEO amid leadership shakeup
Procter & Gamble has named Freddy Bharucha as CEO of its beauty division, replacing R. Alex Keith, who will retire in February 2026.
Effective 1 December, the appointment marks a promotion for Bharucha, who has been with P&G for 36 years. He began his career at the company in 1995 as an Assistant Brand Manager for India Laundry.
He brings extensive leadership experience across multiple regions where P&G operates, along with more than 20 years in the beauty industry. His track record includes leading skincare and personal care businesses in China, as well as overseeing haircare marketing and operations in both North America and Asia.
Bharucha currently serves as President of Global Personal Care and North America Beauty Operations, a position he assumed in October 2023.
In his new role, he will oversee P&G’s global beauty portfolio and will be based in Geneva, Switzerland, home to the company’s European headquarters.
"I'm deeply honoured by the opportunity to continue building P&G Beauty's legacy - a legacy that Keith and P&G's beauty organisation have expertly crafted over the past several years," Bharucha said.
In addition to Bharucha’s appointment, P&G has named Artur "Litar" Litarowicz - currently SVP of P&G Beauty Europe - as President of P&G Personal Care. In this new role, he will lead both the global and North America personal care businesses.
Sue Kyung Lee will continue to lead P&G's global skincare business, including luxury brand SK-II.
It comes after P&G named Shailesh Jejurikar, currently COO, as its next CEO. He will succeed longtime executive Jon Moeller, effective 1 January.
Earlier this month, P&G reported net sales of $84.3 billion (£63.4 billion) for FY25, unchanged from the previous year, as the company moves forward with its restructuring programme, which includes job cuts.
The restructuring includes a reduction in non-manufacturing overhead personnel of about 15% by the end of FY27. It is also raising prices on about a quarter of its products in the US to help offset the cost of new tariffs imposed by President Donald Trump.
