Yesterday, Procter & Gamble has announced a major leadership transition in its beauty division, naming Freddy Bharucha as the next CEO of P&G Beauty. Bharucha, currently president of global personal care, will assume his new role on Dec. 1, succeeding Alex Keith, who will retire on Feb. 20 after an eight-year tenure at the helm. Based in Geneva, Switzerland, Bharucha will oversee P&G’s $15 billion global beauty portfolio, which includes powerhouse brands such as Olay, Pantene, Herbal Essences, Native, Ouai, and Mielle.
Keith, a chemical engineer by training, spent more than 20 years in the beauty industry, steering P&G Beauty to become the world’s leading beauty company. Her leadership was marked by the transformation of Olay into a mass skin care giant, the revitalization of key hair care brands, and the creation of P&G’s Specialty Beauty division. She also led strategic acquisitions of high-growth brands, expanding the company’s reach in prestige and niche categories.
Bharucha brings more than two decades of experience in P&G’s beauty operations across multiple regions, including leadership roles in skin care and personal care in China, and hair care in North America and Asia. Expressing his gratitude, he praised Keith’s legacy and emphasized his commitment to continuing P&G Beauty’s growth trajectory.
The appointment comes amid broader changes at P&G’s leadership level. Shailesh Jejurikar will succeed Jon Moeller as president and CEO of the company on Jan. 1, while Moeller will become executive chairman. In addition, Artur “Litar” Litarowicz has been named president of P&G Personal Care, and Sue Kyung Lee will continue to lead the global skin care business, including SK-II.
