Hair and skin care brand Seen has named former Ulta Beauty boss, Linh Peters, its new Chief Marketing Officer.
The appointment builds on the Dr. Iris Rubin-founded business’ Series A funding round and Ulta Beauty rollout in 2024, with Peters joining to help accelerate the brand's growth.
Peters has previously held senior roles at US retail chains Walgreens, Best Buy and Target, as well as at fashion label Calvin Klein.
The appointment serves as an opportunity to improve Seen’s credibility, while also scaling the brand into a “disruptive force” in both the hair care and skin care categories, Peters told Cosmetics Business.
“I hope to bring a balance of strategic rigour and creative storytelling,” she said.
”Elevating Seen from a niche player into a brand that reshapes consumer expectations for what ‘healthy hair and skin’ really means.”
Peters explained this is a necessary strategic direction to push the brand further as consumers today are “incredibly savvy” and want “proof, not promises”.
She continued: “They expect transparency, performance and values that align with their own.
“The challenge is breaking through the noise of endless new launches while staying authentic.”
The experience gained at Ulta Beauty as Head of Loyalty Marketing and Strategy will also support Peter’s goals for Seen.
At the US beauty retail giant, she oversaw its loyalty programme and personalisation engine, partnering directly with emerging and established brands.
“Across all of [my] roles, I have honed the ability to integrate brand, digital and retail strategies into growth engines,” Peters added.
”Exactly the kind of playbook Seen needs as we expand distribution and awareness.”
When asked where she would like to be in a year’s time in the role, Peters explained she would like to help build the business towards being the “go-to brand for scalp and skin-conscious hair care”.
She added: “Success for me would be expanded awareness, accelerated new-to-brand growth, deeper partnerships with like-minded brands, retail and professional communities, and a stronger cultural footprint.”
Related content:
- Beiersdorf names Tennille Kopiasz CEO of Chantecaille to guide brand’s ‘next chapter’
- Michael Friede has been appointed Symrise Executive Board Member and President Scent and Care
- Ulta Beauty adds Martin Brok and Stephenie Landry to board of directors
- The Body Shop taps former L’Occitane boss as Chief Commercial and Brand Officer