Olaplex hires beauty veteran JuE Wong as CEO

The hair bond brand was acquired by Advent International in November

Hair care brand Olaplex has named industry veteran JuE Wong as its new CEO.

Wong takes over the role from founder Dean Christal, after the company was acquired by private equity firm Advent International in November.

Tricia Glynn, Managing Director at Advent, described Wong as an “experienced leader” who has a deep knowledge of the cosmetics business.

“Her successful track record of delivering consistent results for brands seeking to grow market share, expand globally and build enduring consumer relationships makes her the right person to drive Olaplex’s ambitious growth plan,” Glynn continued.

Prior to joining Olaplex, Wong most recently served as CEO of Moroccanoil and was President of Elizabeth Arden for two years until 2017.

She is expected to focus on broadening Olaplex’s product line and expanding global distribution.

“Olaplex has emerged as one of the largest independent hair care brands in the world, and I am thrilled to be joining at such an exciting time for the business,” said Wong.

“The brand has successfully differentiated itself and is widely recognised among hair care professionals for creating the bond-building category.

“I look forward to working with the entire Olaplex team to deepen the brand’s strong customer recognition globally and further develop its ability to speak and sell to consumers directly.”

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