Revolution Beauty appoints new president of North America

Retail Dive, an Industry Dive publication · Retail Dive · Industry Dive
Dani James
2 min read

In This Article:

Dive Brief:

  • U.K.-based Revolution Beauty named Erin Cast as its new president of North America, according to a Monday company LinkedIn post.

  • The executive most recently served as general manager of Mars-owned pet food brand Royal Canin, per her LinkedIn.

  • Prior to that position, she worked in several leadership roles across various companies, including as chief marketing officer at Coty’s consumer beauty division. Cast also worked at L'Oréal for about 10 years, last serving as vice president of marketing at Garnier Hair Care.

Dive Insight:

Cast joins Revolution Beauty as it focuses more on the U.S. market, with the makeup brand launching its products at Walmart in April.

“North America is a priority market for Revolution Beauty,” CEO Lauren Brindley said in a statement. “We have established partnerships with many of the leading beauty retailers but are still a new brand with major headroom for expansion. Erin’s deep USA and global beauty experience across sales, marketing, and general management roles, makes her the ideal leader to revolutionise growth in the region.”

Cast said in a LinkedIn post that she sees “tremendous potential” for Revolution Beauty thanks to its quick product innovation and ability to develop on-trend products at more affordable prices.

Brindley joined the company as CEO in September after working at Boots and Walgreens for several years, per the executive’s LinkedIn.

The new executive appointment comes after a lengthy board and executive shakeup at the company.

CFO Elizabeth Lake left the company’s board last week and will step down from the C-suite position at the end of this month, according to an announcement Wednesday. Non-executive director and previous Group CFO of Boohoo Group Neil Catto will take over the CFO role on Jan. 1.

The change appeases requests from shareholder Boohoo earlier this year, which asked for Lake, former CEO Bob Holt and Senior Independent Director Derek Zissman to be removed from the board after Revolution Beauty experienced significantly delayed financial filings and temporarily had its shares suspended from trading.

Revolution Beauty and Boohoo entered into an agreement in July in which Catto, Alistair McGeorge, Rachel Horsefield and Peter Hallett joined the board. Holt and Zissman exited the company, while Lake at the time remained on the board and as CFO.

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