What Senté's New VP of Marketing Tells Us About Hiring Trends in Beauty

09.09.26

The Appointment

Skincare brand Senté has announced the appointment of Greg Ferruzzi as its new Vice President of Marketing, in a move that highlights a wider trend across the beauty sector. Brands are increasingly looking outside their own walls for leaders who can bring big brand experience to challenger-sized ambitions.

Ferruzzi joins Senté with more than 19 years of brand-building experience, having led marketing at some of the industry's most recognisable names, including IT Cosmetics, Kiehl's, Dermablend, Vichy and La Roche-Posay. Along the way, he's scaled luxury brands, driven major growth transformations and built strong teams across North America, APAC, China and Western Europe.

Among the highlights on his CV: growing Kiehl's from £1 billion to £1.5 billion in under three years, leading the award-winning "Camo Confessions" campaign at Dermablend, and helping position La Roche-Posay as the fastest-growing suncare line in its category.

Why This Matters Beyond Senté

Appointments like this one are worth paying attention to, and not just because of the individual involved. They're a useful signal for anyone hiring, or job-hunting, in beauty, wellness and aesthetics right now.

Big brand pedigree is in demand. Senté isn't alone in wanting leaders who've proven themselves at scale, betting that the discipline built at a L'Oréal or an Estée Lauder can be transplanted into a smaller, more agile business.

Soft skills carry just as much weight as the numbers. Senté's announcement didn't stop at commercial results. It called out Ferruzzi's hands-on leadership style, his talent for aligning teams around a shared vision, and his genuine investment in developing people. For candidates, that's a reminder that a strong track record alone won't carry an interview.

Digital fluency is now a baseline expectation. Senté highlighted Ferruzzi's "forward-looking, digitally fluent perspective" as a reason he's the right fit for where the brand is heading, consistent with what we're hearing from clients across the sector.

What This Means If You're Hiring or Job Hunting

For employers, moves like this are a useful benchmark. If you're building out a senior marketing or leadership team in beauty or wellness, it's worth asking what "big brand experience" actually needs to look like for your business: scale, category expertise, team building, or all three.

For candidates, appointments like Ferruzzi's are a good prompt to think about how your own story stacks up. Growth numbers matter, but so does being able to speak to how you've built and developed teams.

At We Are Refyne, this is exactly the kind of hire we spend our time thinking about, matching genuine industry expertise with the businesses that need it most. If you're planning a senior appointment, we'd love to talk.