Olaplex LLC has announced the appointment of beauty industry veteran Reuben Carranza as President. Founder Dean Christal will continue his role as CEO. “The future is incredibly bright for Olaplex, and I know Reuben, with his experience, talent, and personality, is an excellent cultural and professional fit to shepherd Olaplex into its next chapter of growth,” Christal says.

Carranza joins Olaplex after spending 24 years with Procter & Gamble, the last eight of those as the North American CEO for Wella Professionals. As the NA CEO for Wella, he was responsible for an organization of over 550 employees spanning the US, Canada and Puerto Rico and a brand portfolio consisting of Wella  Professionals Color/Styling, Sebastian Professional, Clairol Professional, and the Nioxin Professional brand.

Carranza joined Luxury Brand Partners (LBP) in 2014 as an LBP Partner to bring to market R+Co Hair Care, a luxury professional hair care line that brought together a collective of three top stylists: Garren, Thom Priano and Howard McLaren. As President of R+Co, Carranza and his team quickly scaled R+Co to a global omni-channel brand. He retired as president of R+Co and as part of the daily operations of LBP earlier this year.

‘It’s rare in an industry that you witness the launch of a product innovation so transformative that it creates a new category and becomes a global phenomenon overnight--that is the story of Olaplex” Carranza says. “I’ve admired the nimbleness of the Olaplex team and have been in awe of the passionate loyalty Olaplex has created with colorists, hairdressers, celebrities, and consumers around the world. It continues to be the gold standard in the category it created."

Carranza, who also serves as Chairman of the Board of the Professional Beauty Association, will work with Olaplex founders, Dean and Darcy Christal, and the current Olaplex team to drive continued growth as well as the rollout of further innovations.

“When I retired from LBP, I had a number of conversations regarding opportunities in the beauty industry, however, after spending time with Dean and Darcy, I knew I had found a team, a company, and a brand that fit."

Carranza will begin at Olaplex in mid-July of 2018.