Amid a host of restructuring moves to its US business, including naming a new President in September, Glossybox has announced that its Founder and Managing Director, Charles von Abercron, is stepping down after five years in the role. He will remain associated with the company as a consultant. Dr. Caren Genthner-Kappesz has been named CEO effective January 1.

The Glossybox news comes on the heels of recent appointments at leading beauty box retailer, Birchbox, who named Sephora veteran, Philippe Pinatel, as its new Chief Operations Officer and President, and Ben Fay, who led retail store design at Apple and J.C. Penney, as its new Vice President of Retail Development and Customer Experience. Clearly Glossybox is looking to digital-savvy candidates, and not necessarily from within the beauty industry.

In August former Glossybox North America Managing Director, Elian Pres-Gurwits, who was with the company since 2011, left to pursue an MBA at Harvard Business School. German-born Axel Oehlers, who is now at the helm of the US business, has a background primarily based in finance and operations for startup companies like eFoodJunction Inc. and Automotive Mastermind LLC.

Caren began her career as a consultant at Boston Consulting Group in 1998. After establishing and selling her own consultancy, she moved to eBay in 2003, where she was responsible for the German advertising business, among other things, before becoming CEO of the eBay subsidiary, shopping.com, in 2007. In 2011 she worked as COO at brands4friends, before moving to Naspers in South Africa in 2013. There she was initially CEO of the eCommerce market leader kalahari.com (now known as takealot.com) and subsequently CEO of MIH Internet Africa.

“The beauty sector still harbors great potential in the digital market. I am therefore very glad to assume responsibility for a strong international business at Glossybox and together with a great team to develop it further as a top brand in this segment,” said Caren.

Oliver Samwer, CEO of Rocket Internet SE, lead investor of Glossybox, said, “Caren has extensive experience in various digital industries and markets and was able to demonstrate her organizational skills and leadership qualities in her previous positions. I would like to thank Charles for his substantial achievements on behalf of all the investors: He founded the company, ran it successfully in turbulent times, and last but not least, he pursued a very courageous course that has led to the health and profitability of Glossybox today.”

While the executive shakeups may give off a sense of unease for Glossybox’s future in the saturated beauty box industry, insiders say the reason is a matter of logistics; the company is comprised of many young entrepreneurs who eventually seek to diversify their experience.

According to insiders, the Glossybox business, which is represented today at five locations operating in 10 countries (eight of which are outside North America) is doing better than ever. After a landmark year in which the company became profitable, it also announced that its customer base grew 25 percent in 2014 despite cutting marketing costs by 33 percent. According to the company, the turnover of Glossybox grew by more than 40 percent in 2015, and since its inception Glossybox has sold almost 10 million beauty boxes.

As Glossybox moves into 2016, the overall strategy seems to be one focused on professionalizing its operations, refining its digital strategy and making it a household name across its countries. While the US market is undoubtedly one of the company’s most difficult and most competitive terrains, as formidable beauty box players like Ipsy and Birchbox boast more than a million subscribers each–not to mention the advent of the Sephora Play! box model–it does not represent Glossybox’s biggest market. The bulk of the company’s business is across the pond, in countries like Sweden, France and the UK, which as compared to the US have less competition and more brand awareness.