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Beautycounter

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By: Jamie Matusow

Editor-in-Chief

Counter Brands, LLC, parent company of Beautycounter, has announced two executive appointments: Ana Badell as chief operating officer, and Patty Wu as chief commercial officer. Both report to Gregg Renfrew, founder and chief executive officer.

Ana Badell will oversee Operations, Information Technology, Corporate Strategy, and Social Mission at Beautycounter. She joins from Starbucks, where she recently was vice president, store operations and flow. Earlier in her career, she served as senior director, merchandise operations at Walmart.

Patty Wu joins Beautycounter as chief commercial officer. She will lead Beautycounter’s commercial channels, including Retail, Direct to Consumer, Customer Support, Digital Product, and Performance Marketing. Most recently, she served as GM of the baby division at The Honest Company and chief commercial officer. Prior to that, she was at Mattel, Inc. in various leadership roles.

In addition to the executive announcements above, Beautycounter has appointed beauty industry veteran Gina Boswell to its board of directors. Most recently, Boswell was the president, customer development, Unilever North America; and prior to that, CEO, Unilever UK & Ireland and EVP, Personal Care, North America.

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