5 March 2024

Industry Hero Reuben Carranza Joins Luxury Brand Partners

Reuben Carranza has joined Luxury Brand Partners (LBP), an incubator for artist-driven beauty brands!

Carranza joins LBP after an impressive career at Procter & Gamble, where he worked for 24 years. He has joined LBP as President of Specialty Brands – Carranza will oversee the development of several innovative new brands and education platforms that will be launching over the next several years, including a few that will be introduced in 2014.

For the past eight years, Carranza was CEO, North America, of Wella, The Salon Professional Division of P&G, where he led a portfolio that included Wella Professionals, Clairol Professional, Sebastian Professional and Nioxin. With Wella, Carranza was able to delve deeply into an industry that leveraged his heritage: Carranza grew up in a family of hairdressers, giving him a unique perspective about celebrating the hairdresser and salon owner and helping salons grow.

Carranza is on the board of several industry organizations, including the Professional Beauty Association and Beauty Changes Lives, and was honored with the 2013 City of Hope Spirit of Life Award for the Professional Salon Industry.

“I love and am inspired by hairdressers and the salon industry,” Carranza said. “It excites me to work on brands that are created from an artist’s perspective. I’m thrilled to be part of an organization that’s doing such groundbreaking work in salon-focused products, education that inspires professionals and communication that connects with the end consumer. Joining this team after leading one of the largest professional salon companies is a true testament to the work LBP is doing. I see the future of the industry in LBP.”

Carranza has relocated to Miami and will be working out of the company’s headquarters there.

“We are so excited to have someone of Reuben’s pedigree joining our very young and entrepreneurial company,” said Tev Finger, President and CEO of LBP. “One of the many things Reuben will bring to the table is how large companies work in global climates. But he’s also an entrepreneur at heart, and has a breadth of experience developing and re-staging small brands within a larger company.”

“We have the next several years of launches and events planned,” Finger noted. “As we grow LBP into the most progressive beauty company in the world, we’ll need top talent; Reuben embodies that. He’s charismatic and has a wonderful sense of humor, but he’s also really serious about business; he’s the perfect fit for our culture.”


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