From left to right: Amanda Orban, Dolapo Roberts-Voskuhl, and Melissa Ayers as BBI's newest brand VPs. - Photo: BBI

From left to right: Amanda Orban, Dolapo Roberts-Voskuhl, and Melissa Ayers as BBI's newest brand VPs.

Photo: BBI

Beauty by Imagination (BBI), manufacturer of haircare brands including Wet Brush, Goody, Ouidad, Curls, and Bio Ionic is gearing up for its next phase of growth and reinforcing the company's brand-centric go-to-market approach by creating new strategic teams led by three female vice presidents.

Newest to BBI is Dolapo Roberts-Voskuhl who will serve as VP, brand strategy & growth-Bio Ionic and Curls. In this new role, Dolapo will be responsible for the general management of the Bio Ionic and Curls brands. Roberts joins BBI from L’Oréal USA where she led marketing and innovation for the face category on Maybelline NY’s Emerging Markets team. Prior to her tenure at L’Oréal, she worked at the Estée Lauder Company on Tom Ford Beauty, Origins, Lab Series, and at GHD, excelling in various commercial and global marketing roles. 

Joining Roberts in this updated brand leadership structure are two BBI emerging leaders. Amanda Orban has been named VP brand strategy & growth-Goody and Ouidad, while Melissa Ayers assumes the same role overseeing Wet Brush and International. Orban, also a L’Oréal USA alumnus, joined BBI from Spinmaster in late 2022, while Ayers came to the company in February 2023 from J. R. Watkins where she led Marketing & Innovation. 

"We are thrilled to have three talented female leaders from varied business backgrounds driving growth for our iconic brands: Wet Brush, Goody, Ouidad, Curls, and Bio Ionic. I am excited by their unique abilities and combined experiences and look forward to supporting these new 'Brand Bosses' as they catalyze BBI’s next phase of commercial excellence and category-leading performance. Together, we will further BBI’s promise of The Beauty of Confidence for All."  

— Marina Binichis, BBI Executive Vice President

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Originally posted on Modern Salon