Zach Rieken has been named chief executive officer of Odele, a mass haircare brand. Most recently, Rieken was CEO of Living Proof (2019-2024). Before serving at Living Proof, Rieken was senior vice president and global general manager at Bumble and Bumble. Prior to that, he was VP-sales at Wella, and held leadership roles at Procter & Gamble, too.

“As we lean into this next chapter of growth, we could not be more excited to bring Zach in as our CEO. His experience and knowledge of the category is unparalleled, and he has the leadership and operational excellence to scale our vision with integrity,” said Lindsay Holden, co-founder, Odele. “We are equally passionate about Odele’s potential to become a household name, creating products with intention for the most discerning of tastes and making accessible what was once exclusive.”

As CEO of Living Proof, Rieken led the brand through a period of remarkable growth and strengthened its position as a leader in prestige haircare. 

At Bumble and Bumble, he led a successful turnaround, returning the brand to growth and significantly improving profitability.

“From the moment I was introduced to Odele, I was inspired by its mission, its momentum and the passion of the team behind it,” said Rieken. “This brand is doing something truly special—making high-performance, clean beauty accessible without compromise. I’m thrilled to be part of this next phase and look forward to what we’ll accomplish together.”