Gussi, the cult favorite at-home keratin treatment brand, has named Alison Romash as President, a new role. Alison is charged with leading the year-old firm’s brand strategy, marketing, creative, media, product development, and expansion of its DTC business into omnichannel distribution. At Gussi, Alison will bring her 13-plus years of experience in the beauty industry, leveraging her successes in managing, evolving, and growing top global brands across multiple categories, channels, and geographies. Alison, who is based in Los Angeles, joins the company’s existing four-person executive team.

Most recently, Alison served as Deputy Chief Marketing Officer and Head of Retail Sales at BH Cosmetics where she was responsible for the brand’s comprehensive transformation across numerous multidisciplinary facets, directly contributing to various product, marketing, sales, and corporate achievements.

Prior to BH Cosmetics, Alison worked across makeup, hair care and fragrance at multinational companies such as L’Oréal, Coty and Avon, most notably helping to lead the integration and global expansion of NYX Professional Makeup at L’Oréal. Alison’s forte is balancing the creative and analytical, having excelled in both global brand management and local operational roles. She is passionate about company culture and talent development, and is keen to use beauty as a platform to champion causes close to her like female empowerment and civic engagement.

Alison holds a Masters in Cosmetics & Fragrance Marketing & Management from FIT and a BBA in International Finance & Marketing from the University of Miami, Florida.