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Freddy Bharucha to succeed Alex Keith on December 1.
August 15, 2025
By: TOM BRANNA
Chief Content Officer
Just days after naming a new chief executive officer, Procter & Gamble announces changes to its Beauty division. Current Beauty CEO, R. Alex Keith, will retire in February 2026, and Freddy Bharucha will succeed her.
Bharucha is currently president, global personal care. He will transition to CEO, P&G Beauty, on December 1, 2025.
“I’m deeply honored by the opportunity to continue building P&G Beauty’s legacy — a legacy that Alex and P&G’s beauty organization have expertly and passionately crafted over the past several years,” said Bharucha.
As Beauty CEO, Bharucha will lead P&G’s global beauty portfolio, based in Geneva, Switzerland, where P&G’s European headquarters is located.
He brings over 20 years of experience in the beauty industry, having led skincare and personal care businesses in China, as well as haircare marketing and operations in North America and Asia.
Along with this appointment, Artur “Litar” Litarowicz, current SVP of P&G Beauty Europe, was named President of P&G Personal Care. In this new role, he will lead both the global and North America personal care businesses.
Sue Kyung Lee will continue to lead P&G’s global skincare business, including luxury brand SK-II.
On July 30, P&G named Shailesh Jejurikar president and CEO. He replaces Jon Moeller on January 1.
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