The top-level changes at Procter & Gamble continue.

Three weeks after the consumer goods giant announced chief executive officer Jon Moeller will retire on Jan. 1, with Shailesh Jejurikar becoming CEO, the company has announced big changes to its beauty division, too.

Alex Keith, largely credited with architecting the division’s success over the last decade, will retire as CEO for P&G’s beauty division effective Feb. 20. Freddy Bharucha, currently president, global personal care, will be appointed CEO, P&G Beauty, effective Dec. 1. 

In this role, Bharucha will lead P&G’s $15 billion global beauty portfolio and will be based in Geneva, Switzerland, where P&G’s Europe headquarter offices are based. 

During her tenure, Keith, a chemical engineer by training, harnessed her instinct for human chemistry to crack a code no one else has been able to solve for the last decade: how to create a winning formula for Procter & Gamble’s beauty business.

Keith spent more than 20 years working in the beauty industry, including the last eight as CEO, transforming the business into the fourth largest beauty company in the world, according to the 2024 Beauty Inc Top 100, WWD’s annual ranking of the world’s largest beauty companies by sales.

Her key accomplishments include transforming Olay into a mass skin care behemoth, as well as rejuvenating hair care brands such as Pantene and Herbal Essences. More recently, she took the company into new territory, creating P&G’s Specialty Beauty division and acquiring buzzy brands like Native, Ouai and Mielle.

“The ability to guide and grow a global business at this scale — powered by a tremendous organization and inspired by consumers who love beauty as much as I do — has been an absolute privilege,” Keith said in a statement. “I’m proud of the momentum this business continues to realize each subsequent year and I take much joy in seeing how our brands and our people have grown — and will continue to do so. As part of that, I’m grateful to have had the opportunity to work closely with Freddy these many years and help him develop into the leader he is today. I know he will thrive as P&G Beauty’s next CEO and will help our business thrive, too.” 

Bharucha comes to the role with leadership experience working in nearly every region P&G operates in and with more than 20 years working in the beauty industry. This includes leading skin care and personal care businesses in China as well as hair care businesses in North America and Asia.

“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,” he said in a statement. “Alex and I share a true love for this industry, for developing strong, growthful brands and for serving consumers in ways that make their everyday lives a little better.” 

As part of the changes, P&G announced that Artur “Litar” Litarowicz, currently senior vice president, P&G Beauty Europe, has been named president, P&G Personal Care, with oversight of the global and North America personal care business. 

Sue Kyung Lee will continue to lead P&G’s global skin care business, including SK-II. 

This comes as P&G is undergoing a leadership change at the very top: Jejurikar, currently chief operating officer, will succeed Jon Moeller as president and CEO, effective Jan. 1. Moeller will become executive chairman of P&G, whose other brands include Pampers, Tide and Gillette.The company reported fiscal year 2025 fourth-quarter net sales of $20.9 billion, up 2 percent versus the prior year and a touch above Wall Street estimates. Organic sales, which excludes the impacts of foreign exchange and acquisitions and divestitures, also increased 2 percent. Within that, beauty segment organic sales rose 1 percent year-over-year.