Herbivore's New CEO Will Focus Beyond Clean Beauty, Embracing Clinical Efficacy and Sustainability

Herbivore Botanicals has appointed former Supergoop! CMO Britany LeBlanc as CEO; Alexander Kummerow, who founded the brand with Julia Wills, will now step into the role of "becoming a forward-facing founder, creative director and storyteller for the brand," per an official announcement. The news comes amid major shifts in beauty, particularly the clean movement.

Clean Beauty Shifts Toward Clinically Effective Positioning

Kummerow and LeBlanc will focus on the brands authenticity and fandom while tapping new consumers with a message centered on clean, effective and sustainable skin care.In its 2024 wellness report, McKinsey noted that, “Roughly half of U.K. and U.S. consumers reported clinical effectiveness as a top purchasing factor, while only about 20% reported the same for natural or clean ingredients.”

At the same time, the report explains, “Consumers said they are most influenced by doctors’ recommendations when seeking care related to mindfulness, sleep and overall health,” including the selection of personal care products and vitamins.

This isn’t evidence that clean concepts are going away; instead, it points to an efficacy-first mindset among shoppers. Herbivore's next phase will reflect this shift.

Herbivore Botanicals' Next Growth Phase

Kummerow (pictured) and LeBlanc will focus on the brands authenticity and fandom while tapping new consumers with a message centered on clean, effective and sustainable skin care.HerbivoreLeBlanc will lead the brand's next phase of growth, driven by "brand storytelling, disruptive marketing and a strong focus on innovation and education," per Herbivore Botanicals.

Kummerow and LeBlanc will focus on the brands authenticity and fandom while tapping new consumers with a message centered on clean, effective and sustainable skin care.

“The brand we founded in 2011 was based on creating natural and effective solutions in skincare, and truly challenging the conventional,” said Kummerow. “Herbivore was fueled with a deep passion and innovative spirit. By stepping back into this role I am excited to join forces with Britany to connect with the new generation of users, demonstrating our clinically effective skin care formulas powered by high-quality, natural plant actives that drive transformative results.”

“As I step into this CEO role, I plan to lean on my experiences of building a category-disruptive brand,” said LeBlanc, referencing Supergoop!'s record of reshaping SPF-focused beauty. “I am thrilled at the opportunity to lead Herbivore Botanicals, one of the most authentic brands in skin care, with strong product- and cult-fandom.”