Revive Collagen has signed beauty industry veteran Shawn Haynes as President – Americas to supercharge the company’s US expansion.
Haynes – who has 25 years experience launching, scaling and commercialising beauty brands – will execute the UK skin care and supplement company’s acceleration into this “major growth market”.
He joins Revive Collagen from tennis legend Serena Williams’ Wyn Beauty brand, where – as President – he drove the cosmetics company’s growth strategy for sustained success.
Haynes has also worked in leadership roles for the likes of e.l.f. Beauty and Revolution Beauty during his career.
With this leadership appointment, Revive Collagen – Europe’s fastest-growing collagen brand – is aiming to consolidate its leadership in the growing supplement category.
“Shawn has an outstanding track record of transforming emerging brands into global success stories,” said John Bailey, co-founder of Revive Collagen.
“The US represents a major growth market for Revive Collagen, and with his expertise in building and scaling high-growth consumer brands, we are well-positioned to accelerate our expansion.
“His leadership will ensure our growth in the Americas is fully aligned with our global strategy, as we continue towards our goal of becoming the world’s number one ingestible collagen brand.”
Revive Collagen is Europe’s fastest-growing collagen brand
Haynes has scaled some of the beauty industry’s most recognised brands over the years.
As VP at e.l.f. Beauty from 2012 to 2014, he was part of the team that engineered the fast-beauty brand’s expansion plans for its US retail business, helping to lay the foundation for its acquisition by TPG Growth.
As CEO Americas at Revolution Beauty from 2018 to 2021, Haynes was responsible for the cosmetics company’s US business expansion.
He is also cited as playing a key role in Revolution Beauty’s IPO on London’s AIM Stock Exchange in 2021.
Haynes said he is “thrilled” to be joining such a “dynamic” company.
“As more people shift their focus toward wellness and begin their beauty routines from within, there is a tremendous opportunity to reach new audiences,” he commented.
“Revive Collagen is perfectly positioned for this next chapter of growth, driven by category-leading innovation, accelerated consumer acquisition across channels, strong digital and social performance, and a commitment to delivering real results for today’s wellness-focused consumer.
“I am excited to work alongside such a talented team and our passionate, engaged founders as we continue to grow and elevate the brand."
As part of Revive Collagen’s global expansion plans, Sarah Power has also been promoted to President EMEA & APAC, responsible for all territories outside the US.
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