Prequel appoints new CEO and CMO to lead next phase of growth

Prequel has appointed former Huda Beauty chief Nathalie Kristo as CEO, while Toral Patel joins as CMO to oversee the dermatologist-developed skincare brand's marketing and e-commerce operations.

The appointments follow a period of rapid growth for the US brand, which entered its first international market through an exclusive UK launch with Space NK on 14 July.

Prequel said the new executives would work alongside founder and board-certified dermatologist Dr Samantha Ellis to expand the brand's reach while maintaining its clinical positioning and consumer trust. Ellis founded the business in 2023 to make dermatology-informed skincare more accessible.

Kristo will lead Prequel's overall growth strategy, drawing on more than 25 years of experience in the beauty industry. She spent nearly two decades at L'Oréal, where her roles included Senior Vice President of Marketing for L'Oréal Paris USA and Global Brand President of NYX Professional Makeup.

Following L'Oréal's acquisition of NYX, Kristo helped transform the digitally native make-up brand into a global business. She later became CEO of Huda Beauty, supporting the international expansion of both Huda Beauty and fragrance brand Kayali.

“What drew me to Prequel is the rare combination of genuine dermatologic authority, clinically proven products, and a brand consumers are proud to be part of – all at a price that makes exceptional skincare more accessible,” Kristo said.

“My focus is to nurture what makes Prequel special while building the organisation to carry it into its next chapter of growth.”

Patel has spent more than 15 years working across the prestige and mass beauty sectors. Most recently, she served as Senior Vice President and Head of Marketing & E-commerce at Kopari Beauty. Her previous employers include The Estée Lauder Companies and L'Oréal.

As CMO, Patel will oversee marketing, creative and e-commerce. She said Prequel is positioned at the intersection of education and efficacy, supported by the credibility Ellis has built with consumers.

“Consumers are looking for trusted skincare guidance more than ever, and Dr. Ellis has built tremendous credibility with her audience,” Patel said. “I’m excited to help amplify that connection as we continue introducing more people to the brand.”

Prequel has established its US distribution through Target, Amazon and its own website. Hero products Gleanser and Pre-Gleanse have each surpassed one million units sold, while the brand has reported year-on-year growth of more than 150% at Target.

Its partnership with Space NK brought products including Gleanser, Half & Half, Redness Reform Serum and Universal Skin Solution to UK consumers. Space NK Category Director Sophia Wayman described the debut as the retailer's biggest skincare launch of 2026.