JuE Wong, the former CEO of Olaplex, has been named as the new head of Performance Beauty Group (PBG).
Wong succeeds Michael Dewey as CEO, who headed the company for four years.
Owned by the Texas-based private equity firm Gauge Capital, Performance Beauty Group includes beauty brands such as Grande Cosmetics, Bondi Boost, and Lilly Lashes.
“Wong will lead the group’s continued growth as category leaders in lashes, brows, eyes, lips and hair," read a statement from the company.
“PBG has a distinct competitive advantage with leading category brands and dedicated manufacturing capabilities.”
“Wong is an exceptional talent and we are confident her experience will help us further strengthen PBG’s leadership in our key categories, we look forward to what the future holds under her leadership,” said James Jackson, partner at Gauge Capital.
Wong joined Olaplex in January 2020 and is recognised for helping the bonding brand become a global hair care name.
She left in October 2023 and although a reason was not given, the departure came at a turbulent time for Olaplex.
Olaplex’s sales plummeted by nearly half in the second quarter of 2023.
The company was also faced with a class action lawsuit which claimed its products were causing hair loss in consumers which the company has ferociously denied.
Wong has led many beauty brands in the past, including Astral, StriVectin and Moroccanoil.
“I am thrilled to lead PBG’s portfolio of brands by increasing brand relevance with our end-consumers, deepening our relationships with our brand partners, and applying technology-first thinking to accelerate and scale growth," added Wong.
