Personal Day, a dermatologist-developed skincare brand founded by actress Lili Reinhart, has appointed Amanda Domaleczny as its new CEO.

Domaleczny brings nearly 20 years of beauty industry leadership, having previously scaled Live Tinted, TULA Skincare and Drybar, driving rapid growth across prestige retail and wholesale, operations, product and marketing innovation.

In her new role, Domaleczny will lead Personal Day’s next phase of growth. She will focus on scaling the brand nationally at Ulta Beauty as its key retail partner, with TikTok as a social-first brand with a creator-commerce engine, and with intentional formulations fueling an impressive product innovation roadmap.

“Personal Day has built incredible momentum in its first full year, rooted in authenticity with Lili’s personal acne story, community, and a real unmet need in skincare that won’t trigger breakouts,” said Domaleczny. “With strong traction already at Ulta Beauty and with TikTok, we see a clear opportunity to thoughtfully disrupt the category and broaden our customer base with our social and retail-first strategy, homing in on how we represent at retail, product storytelling and our innovation pipeline.”

Check out our exclusive interview with Lili Reinhart, here.