US indie hair care brand Odele has appointed former Living Proof head Zach Rieken as CEO.
Rieken, who has more than two decades of experience building world-class beauty brands, will lead the five-year-old ‘clean’ hair care company’s “next chapter of growth”.
Odele, which was created by Lindsay Holden, Britta Chatterjee and Shannon Kearney in Minneapolis, US, in 2020, has experienced consistent double-digit comps year-on-year, driving both brand and category growth.
The brand’s mission statement is to deliver ‘clean’, prestige hair care at accessible prices.
"From the moment I was introduced to Odele, I was inspired by its mission, its momentum and the passion of the team behind it,” said Rieken.
“This brand is doing something truly special – making high-performance, ‘clean’ beauty accessible without compromise.
“I am thrilled to be part of this next phase and look forward to what we will accomplish together."
Zach Rieken is Odele's new CEO
Rieken is a seasoned beauty executive with deep expertise in the hair care category, brand-building, and omnichannel retail across both domestic and international markets.
He most recently served as CEO of Living Proof from 2019 to 2025, where he led the hair care brand through a period of growth.
He doubled the company’s revenue to more than US$150m and strengthened its position as a leader in prestige hair care, becoming the number-one prestige dry shampoo brand in North America.
Prior to this, Rieken worked as Global General Manager of hair care company Bumble and Bumble, where he is said to have led a successful turnaround, returning the brand to growth.
He has also held leadership roles at The Wella Company and Procter & Gamble.
“As we lean into this next chapter of growth, we could not be more excited to bring Zach in as our CEO,” said Holden, co-founder of Odele.
“His experience and knowledge of the category is unparalleled, and he has the leadership and operational excellence to scale our vision with integrity.
“We are equally passionate about Odele’s potential to become a household name, creating products with intention for the most discerning of tastes and making accessible what was once exclusive.”