UK's Revolution Beauty names new US president

By

Nigel TAYLOR

Published
Jan 24, 2023

UK-based cosmetics and skincare brand Revolution Beauty has promoted Sara Staniford to President of its US operations.

Staniford previously held the role of Group Retail Director London where she launched five new categories within the Revolution Beauty product portfolio. Her new job is to expand on these initiatives in the US.

Also within her new role, she will be leading the US business while “ensuring successful growth with their current retail partners… consumers can expect to see frequent product drops, increased product availability through strategic retailer expansion, and more, under Staniford’s helm”, the company said. 

With over 17 years’ experience in the beauty industry, Staniford has previously held roles for global brands including L’Oréal, NYX Cosmetics and Bobbi Brown.

From securing a multitude of new global retail partners to doubling turnover and profitability, Staniford’s “broadscale experience within the cosmetics industry will equip the company for continued success”, it added.

Staniford said: “Having been a part of the team since 2020, it’s been incredible to see the amount of growth the brand has achieved during my tenure. Across product innovation, continued retailer rollouts and beyond, I am incredibly confident in the trajectory of Revolution Beauty’s growth within the USA under my leadership.” 

The company has faced multiple problems in recent periods and earlier this month said an independent investigation into its accounts found several concerns, including around certain historical sales, inventory provisioning and personal loans made by a former CEO. Its former chief executive Adam Minto stepped down in November amid the accounting probe.

Last summer, Boohoo Group also said it had acquired a 7.1% stake in the firm that “builds upon the existing relationship between Boohoo and Revolution Beauty, under which Revolution Beauty products are sold through several of the group's direct-to-consumer brand websites and its online digital department store, Debenhams”.