5 March 2024

Cory Couts named President of Beautynova Group

Beautynova Group named Cory Couts as President, North America. Couts will lead the Italian company’s major expansion efforts in North America.

Beautynova Group named Cory Couts as president, North America. Couts is best known for building both entrepreneurial and legacy global beauty brands. At Beautynova, he will lead the Italian company’s major expansion efforts in North America. Beautynova Group is backed by Bluegem Capital Partners, which operates in North America under the subsidiary z.one concept USA. BeautynovaGroup globally markets milk_shake, Depot, Medavita, NO INHIBITION and simply zen, among other coveted European beauty brands,

Cory Couts – an industry leader

For over than two decades, Cory Couts has brought his signature practices and style to a variety of leadership roles in the professional hair care arena. As global president of Kao Corporation’s salon division, he oversaw the 360-degree strategies of trusted brands Goldwell and KMS. He was also the architect of the company’s acquisition of the Oribe brand. Most recently, he served as senior vice president, global professional sales for Olaplex, Inc., a fast-moving leader in omni-channel haircare. In his new role, Couts will report directly to Stefano Banfo, CEO of Beautynova.

To ignite our aggressive expansion plans, we needed an experienced and well-respected leader who understands both the North American market and the professional hair care industry in depth and relates to his team and their customers as a true partner. We found that in Cory Couts,” says Banfo. “This is a people business, and Cory has achieved great success through his leadership style and commitment to hairdressers. Add to those his keen insights for building teams, systems and strategies that help distributors and salons make a difference, and we are ready to embark on the aggressive North American expansion that will bring our vision of putting hair well-being first.

Adds Couts, “Stefano’s vision for Beautynova and its brands, and how they can support the industry, has intrigued and inspired me. It’s a refreshing take on how to move both the company and the professional beauty industry as a whole forward. That, combined with strong brands, high-performing products and a company goal to be known as ‘the home of responsible beauty,’ creates a winning combination for growth.


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