Herbivore Botanicals Appoints Britany LeBlanc as CEO

Seattle-based skincare brand, Herbivore Botanicals, has named Britany LeBlanc as its new CEO.

This strategic move comes as the brand aims to reinvigorate its market presence and continue as a leader in clean, plant-based skincare. Alongside this announcement is the news that co-founder Alexander Kummerow will be stepping into a more prominent role as a “forward-facing founder, creative director, and storyteller for the brand.”

Founded in 2011 by Kummerow and Julia Wills, Herbivore Botanicals has continued to remain at the forefront of the clean skincare movement, excluding over 2,700 “questionable” ingredients from its formulations. Known for its dedication to natural and effective skincare solutions, the brand’s bestsellers include the Blue Tansy Invisible Pores Clarity Mask, Bakuchiol Retinol Alternative Smoothing Serum, Emerald Deep Moisture Glow Oil, and Pink Cloud Soft Moisture Cream.

Britany LeBlanc, who previously served as CMO at Supergoop!, will bring a wealth of experience to her new role. “When I heard about the opportunity, I was instantly excited as I’ve been a longtime fan of the brand,” LeBlanc told WWD. “We definitely have an opportunity now to reinvigorate the brand. Alex’s passion and creativity paired with the marketing experience that I have is going to help boost the brand and really put it back on the map as it deserves to be.”

LeBlanc’s vision for Herbivore Botanicals includes leveraging her marketing expertise to enhance the brand’s digital presence, including a revamped website and a more robust presence on Amazon. A key part of her strategy will be to strengthen retail partnerships, particularly with Sephora, which has been a crucial partner for Herbivore since its infancy. LeBlanc will also be assembling a team to enhance growth and develop marketing strategies set to position Herbivore Botanicals as a leader in clean, effective, and sustainable skincare.

Working alongside LeBlanc will be co-founder Kummerow, who is set to return to an active role within the company after stepping back from daily operations three years ago. “Herbivore was fueled with a deep passion and innovative spirit,” expressed Kummerow. “By stepping back into this role I am excited to join forces with Britany to connect with the new generation of users, demonstrating our clinically effective skin care formulas powered by high-quality, natural plant actives that drive transformative results.”

Herbivore Botanicals raised a $15 million Series A investment in 2019, led by Silas Capital. Most recently, the brand raised a Series B round led by Aurea Group, further underscoring its growth potential. While the terms of the deal were not disclosed, this investment is expected to support the company’s ambitious plans under LeBlanc’s leadership.