Beauty industry veteran JuE Wong is the new chief executive officer of Performance Beauty Group (PBG). The move is effective immediately. As CEO, Wong will lead the group’s continued growth as category leaders in lashes, brows, eyes, lips and hair.  Wong has a deep resume in the cosmetics industry. She was most recently the CEO of Olaplex Holdings Inc., which she took public in 2021. Prior to Olaplex she was CEO of Moroccanoil, president of Elizabeth Arden, CEO of StriVectin and CEO of Astral Brands. She also has had senior tenure at The Dial Corp., Murad Inc., NV Perricone MD Ltd., ZO Skin Health, Cargill Inc. and PepsiCo. 

“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,” said Wong. 

PBG brands include Grande Cosmetics, Bondi Boost, Babe Original, Flutter Habit, Lilly Lashes, Velour and Nutraluxe. The company is part of Gauge Capital, a middle-market private equity firm based in Southlake, TX. Gauge invests in five key sectors: food & consumer, business services, government & industrial services, healthcare,and technology. The Firm manages more than $3.0 billion in capital. 

“We are excited to partner with JuE and work together with her to realize our shared vision for Performance Beauty Group.  She 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, a partner at Gauge Capital.