The former UK Managing Director of Rituals has joined French wellness and aromatherapy brand Aroma-Zone to lead its growth.
Penny Grivea, who served at the helm of the Dutch beauty business for nine years, will now manage Aroma-Zone’s UK and Ireland operations as Managing Director.
Aroma-Zone was founded in 1999 by Anne-Cécile and Valérie Vausselin and has grown into a notable name in the French market for natural and DIY beauty and wellness products.
As a driving force behind Rituals’ UK store portfolio expansion, Grivea will use this expertise to support the Aroma-Zone’s expansion into England – which includes the launch of its debut store in 2025.
“I am very excited to be joining Aroma-Zone to help launch this much-loved French phenomenon in the UK,” said Grivea in a LinkedIn post.
“From the moment I met Sabrina Herlory Rouget [CEO of Aroma-Zone] and the team, I was inspired by the brand’s authenticity, the passion of its community, and its commitment to empowering and educating people through natural beauty and wellbeing.”
Grivea also thanked David Boynton, the former CEO of embattled beauty chain The Body Shop, for a supposed “introduction” to the Aroma-Zone brand.
“Aroma-Zone creates high-quality, natural solutions that are accessible to all,” Grivea added.
“We believe everyone deserves the power to personalise their beauty and wellbeing, without compromise.
“I cannot wait for you to experience it for yourselves when we open our first store later this year – and to help us spread the love.”
Grivea exited Rituals in October 2023 after having successfully launched the brand’s UK flagship store on Oxford Street, London, just one month earlier.
Annemarie Forsyth, the UK and Ireland Managing Director for Victoria’s Secret, took over Grivea’s role on 6 November.