P&G Beauty Appoints Freddy Bharucha as Next CEO

Freddy Bharucha has been named the next CEO of P&G Beauty, succeeding Alex Keith on 1 December this year. Currently president of global personal care, Bharucha will lead the company’s $15 billion beauty portfolio — which spans mass brands such as Olay and Pantene, premium skincare line SK-II, and acquired labels including Ouai, Native, and Mielle Organics — from P&G’s European headquarters in Geneva, Switzerland.

Bharucha brings more than two decades of beauty industry experience, having held leadership roles across nearly every region where P&G operates. His track record includes steering skincare and personal care in China and managing haircare businesses in both North America and Asia. “I’m deeply honored by the opportunity to continue building P&G Beauty’s legacy — a legacy that Alex and P&G’s beauty organization have expertly and passionately crafted over the past several years,” he said in a statement. “Alex and I share a true love for this industry, for developing strong, growthful brands and for serving consumers in ways that make their everyday lives a little better.”

Keith, who will retire from her role on 20 February 2026, has led P&G Beauty for the past eight years and been with the company for more than 36, dedicating over two decades to the beauty category. Her tenure has seen the expansion of Olay into a mass-market skincare powerhouse, the rejuvenation of Pantene and Herbal Essences, and the launch of the Specialty Beauty division. “I know [Freddy] will thrive as P&G Beauty’s next CEO and will help our business thrive, too,” she said.

The leadership changes come as part of a wider reshuffle at Procter & Gamble, which last month announced that Shailesh Jejurikar will succeed Jon Moeller as company president and CEO on 1 January 2026. Artur “Litar” Litarowicz will become president of P&G Personal Care, while Sue Kyung Lee will continue to oversee the company’s international skincare portfolio, including prestige brand SK-II. P&G recently reported quarterly net sales of $20.9 billion.