Moroccoanoil has announced the appointment of a new Chief Executive Officer. JuE Wong will take up the role, effective immediately.

Prior to this new role, Wong served as President at Elizabeth Arden. She has a long track record of both propelling emerging brands to the mainstream and globalizing established brands. At Moroccanoil, Wong is charged with driving increased sales to the professional salon channel, leading continued expansion in high-growth channels such as travel retail and e-commerce and igniting accelerated growth worldwide.

“It is an honor and privilege to welcome JuE to the Moroccanoil family. The timing could not be better for the brand to embrace new leadership as we gear up to celebrate 10 years of oil-infused innovation in 2018,” said Co-founder Carmen Tal. “Her unrivaled expertise in market expansion coupled with her passion for innovation makes JuE the perfect match in taking Moroccanoil to the next level as a complete lifestyle beauty brand.”