Birkenstock names Louise Caldwell general manager of U.S. skincare
today May 8, 2019
Birkenstock Americas has named Louise Caldwell president and general manager of Birkenstock Natural Skin Care in the United States, as the German company expands its beauty products to the U.S. market.
Famous for its sandals, the footwear company established the subdivision Birkenstock Cosmetics in 2017, and launched the Birkenstock Natural Care skincare line in 2018. The line offers a range of German-made face and body products that feature suberin, an ingredient found in the same oak cork used to make Birkenstock soles and is said to possess anti-ageing properties. Currently, the line offers a range of natural, cruelty-free skin and body products including cleansers, moisturisers, serums, creams and oils.
In her new role, Caldwell will spearhead the launch of the brand's skincare range in the U.S. later this year. She will report to Oliver Reichert and Markus Bensberg, Birkenstock’s two CEOs, who also lead Birkenstock Cosmetics from its headquarters in Germany.
Caldwell brings over 20 years' beauty industry experience to Birkenstock, having previously served as vice president of sales at Revlon and Elizabeth Arden, and as senior vice president of sales at Drunk Elephant, the fastest growing skincare brand in Sephora U.S. history.
In addition, Caldwell also founded her own consultancy targeted at early-stage beauty brands, including Germany-based Dr. Barbara Sturm.
"Birkenstock has a huge and constantly growing fan base in the U.S.,” said Bensberg. “It was in the late 1960s when our brand arrived in the United States. We are excited to launch our natural skin care product line almost exactly half a century later. The U.S. market is and always will be one of our most important markets.”
The announcement follows the recent opening of Birkenstock’s new global office in Paris.
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