Joel Ronkin is the new CEO for Fekkai and LUXE Brands


Ex-Elizabeth Arden fragrance President gains new role

Fekkai Brands and LUXE Brands have announced Joel Ronkin as their new Chief Executive Officer. Ronkin joins the company shortly after its acquisition of Fekkai Brands from P&G which was announced in May.

Ronkin has a strong reputation in the industry after spending 16 years at Elizabeth Arden and most recently working as its President of global fragrances. He oversaw all aspects of the company’s fragrance portfolio, which includes more than 300 brands. He also managed the company’s North America business.

Ronkin helped Elizabeth Arden become one of the world’s top fragrance producers and the primary distributer for many other beauty companies in the US mass channel. He also played an integral role in many of Elizabeth Arden’s acquisitions of key brands, licenses and businesses. Elizabeth Arden’s portfolio includes Juicy Couture, John Varvatos, Elizabeth Taylor, Britney Spears and Curve.

In his new role, Ronkin will be charged with overseeing the day-to-day operations of Fekkai and LUXE Brands and will be responsible for spearheading the growth of Fekkai’s leading luxury hair care and salon business, as well as expanding LUXE portfolio globally.

Fekkai and LUXE Brands have also announced that Amy Sachs will be joining the company as Chief Commercial Officer. Sachs has also joined from Elizabeth Arden, where she has worked for the past 16 years, most recently as its Senior Vice President.

Tony Bajaj, Manager of Fekkai and LUXE Brands commented: “We have worked with and known Joel for many years. After acquiring Fekkai in June of this year, we immediately identified Joel as the perfect person to partner with us as we look to take Fekkai and LUXE to the next level. Also, we see this as a great opportunity to further strengthen our already strong and long-standing relationship with Elizabeth Arden, particularly as it pertains to the distribution of some of the brands in our fragrance portfolio.”

Delish Mehta, also a Manager at Fekkai and LUXE Brands, added: “We could not be more excited to be partnering with Joel and Amy as we work to build the Fekkai and LUXE Brands into global beauty players.”

Ronkin added: ‘While my relationships with Tony and Dilesh initially attracted me to this opportunity, the potential of this unique portfolio of brands sealed the deal for me. We intend to build the Fekkai brand, with the active involvement of Frederic Fekkai himself, into the global leader in luxury hair care and to continue to develop each of the LUXE Brands.”

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Ronkin also mentioned that he hoped to maintain his relationship with Elizabeth Arden even after his departure on 1 December. He said: “On a personal note, although it was very difficult to leave Elizabeth Arden, which has meant so much to me, I am confident that we will find ways for the companies to work together in the future.”