Skincare brand Elemental Herbology has appointed Carolyne as global sales director. Beck has 25 years’ experience gained across some of the world’s biggest beauty brands.

Beck’s role as global sales director will see her manage the spa and retail side of the business globally, working to take both to the next level while maintaining the brand’s standards and exclusivity – as well developing the brand’s ethos of traditional Chinese medicine through its marketing and NPD strategy.

“I am delighted to join the team at Elemental Herbology at such an exciting time for the brand,” said Beck. “Having appointed new team members to focus on specific areas of the business, we are thrilled to have already won four new 5-star spa properties in the first quarter of 2019. I look forward to building on this success to grow Elemental Herbology both in the UK and beyond.”

Beck’s career started in South Africa, where after qualifying in beauty therapy, reflexology, aromatherapy and business studies, she joined Estee Lauder Companies. After working for Estee Lauder and at Elizabeth Arden South Africa, she relocated back to the UK to launch the Westbourne Grove Lifestyle Store and Spa for Aveda, where she stayed through its acquisition to Lauder companies.

Beck then joined REN, working with the team to grow the brand from small beginnings into a global success story. In her ten years there, she worked as head of REN Spa business development, where she was responsible for developing and building the spa concept for the brand, before becoming head of UK independent spa and retail.

After REN was acquired by Unilever, Beck spent a successful period consulting before joining Elemental Herbology.

“We are very excited to welcome Carolyne to head up our sales strategy,” commented William Rollason, board director. “Carolyne’s track record of growing spa brands means she is the perfect person to elevate Elemental Herbology to the next level. We look forward to seeing where she takes the brand in the coming months and years.”