Catherine D'Aragon

Global beauty and personal care CEO with 20+ years of experience scaling and transforming prestige skincare, dermocosmetics and family-care businesses. Full P&L and operational leadership spanning a ~$100M global skincare business and a North American portfolio reaching $75M in revenue. Track record of restoring growth, turning an annual operating loss into a business delivering a 15% EBITDA margin, and expanding organizational capacity.

Combines entrepreneurial execution with the financial and commercial discipline of P&G, L’Oréal and Expanscience.

Global Chief Executive Officer at PROCTER & GAMBLE • FIRST AID BEAUTY (2024-11 – Present)

Recruited to lead the global transformation of a ~$100M skincare business and approximately 100 employees, with a mandate to stabilize performance following double-digit declines, restore relevance and rebuild a sustainable growth trajectory.

• Business performance & turnaround. Stabilized a declining business and helped move retail sell-through from low-single-digit decline to low-single-digit growth; returned the flagship hydration franchise to growth following three years of decline.
• Enterprise strategy & portfolio. Directed a sensitive-skin-led brand reset across positioning, identity, packaging and consumer experience; expanded product reach into acne care and younger audiences.
• Commercial expansion. Launched Amazon Premium Beauty, Target Beauty Studio and Costco Premium programs; relaunched direct-to-consumer and orchestrated Walmart entry. Scaled TikTok Shop to approximately $400K in monthly revenue under a break-even model.
• Partnerships & brand investment. Activated the Team USA / Milano Cortina 2026 partnership and Practice Safe Skin platform; secured $100K through P&G internal recognition (top five of ~400 entries) and delivered +40% earned media value growth.

General Manager, North America at LABORATOIRES EXPANSCIENCE • MUSTELA & BABO BOTANICALS (2020 – 2024)

Owned North American P&L and operations for Mustela and Babo Botanicals, with additional responsibility for global Babo Botanicals brand development and international expansion.

• Profitable scaling. Expanded North American portfolio revenue from $10M to $75M through organic growth, acceleration of digital and portfolio expansion. Transformed a business generating a $2M annual operating loss into one delivering a 15% EBITDA margin.
• Brand and channel growth. Grew Mustela 4× and Babo Botanicals 3× through distribution, assortment and consumer-led commercial execution; developed a digital-led mix representing ~70% of Mustela sales.
• Team & operating model. Grew the North American organization from 15 to 35 employees; built 5 leadership functions, developed/promoted 4 leaders to support the enlarged portfolio.
• Acquisition integration & global scope. Led Babo Botanicals post-acquisition integration and subsequent brand refresh; developed a sustainable adult haircare line and drove international expansion in Western Europe.

Vice President, Marketing & Digital at LABORATOIRES EXPANSCIENCE • MUSTELA & BABO BOTANICALS (2016 – 2020)

• Digital business building. Built e-commerce capabilities, growing direct-to-consumer revenue 7× in three years and Amazon sales +50% year over year.
• Internationally scalable growth. Developed local campaigns associated with +30% year-over-year sell-out, +22% branded search and a 15-point awareness increase; creative platform later deployed in 15+ markets.

Assistant Vice President, Marketing, Vichy at L’ORÉAL USA (2014 – 2016)

• Brand and commercial transformation. Repositioned Dermablend and broadened its premium retail distribution, including Sephora and Nordstrom; expanded Vichy’s dermocosmetics presence across drugstore, specialty retail and Amazon Luxury Beauty.
• Category innovation. Contributed to high-impact digital creative including Camo Confessions and Beyond the Cover (17M+ views); developed new routes to market including HSN.

Marketing Director / Manager, Dermablend at L’ORÉAL USA (2011 – 2014)

• Brand and commercial transformation. Repositioned Dermablend and broadened its premium retail distribution, including Sephora and Nordstrom; expanded Vichy’s dermocosmetics presence across drugstore, specialty retail and Amazon Luxury Beauty.
• Category innovation. Contributed to high-impact digital creative including Camo Confessions and Beyond the Cover (17M+ views); developed new routes to market including HSN.

Senior Brand Manager, Sedu at Exceon Beauty / Folica (2011 – 2011)

Marketing leadership at Domco Tarkett (2005 – 2009)

Marketing Manager at Allround Informatika (1999 – 2004)

Product Manager at Hachette North America (1999 – 2004)

MBA in Finance & Marketing – Fordham University

DESS in Marketing & Communication – HEC Montréal

BBA in Marketing & Management – HEC Montréal / EDHEC, France