Per-Scent names former Coty boss as new Managing Director

The company behind Babe Power has made several executive changes

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Brian Riddick

Per-Scent, the company behind Missguided’s best selling Babe Power, has appointed Brian Riddick as UK Managing Director.

Riddick will be joining the company following a 16 year career at Coty, where he was most recently the MD for UK and Ireland.

During his time with the brand-owner Riddick, also served as UK Sales Director and VP of International Customers.

His career in personal care started at Unilever, where he joined as a graduate trainee to spend 15 years with the company across various sales, marketing and customer service roles.

He then spent the last two years at Unilever developing its business strategy with Walmart in the UK and Germany.

Riddick said: “I’m delighted to have joined such an innovative force in the fragrance industry, and look forward to working with the talented Per-Scent team to develop exciting new products and business plans that deliver continual success for the organisation.”

In addition to Riddick’s appointment, Per-Scent’s former MD has been promoted to CEO.

Taking over as CEO from Sanjay Vadera, Vipul Vadera joined the company in 1998 as MD and is said to have successfully grown Per-Scent’s revenue.

“The recent changes in our organisation underpin our commitment to offering the fragrance industry and our retail partners ground-breaking new product development,” said Vadera.

“We welcome Brian and his wealth of experience and success to the Per-Scent team and look forward to continuing to build on what has already been an incredible year for our business.”

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