Pacifica Beauty has tapped beauty industry veteran Nathalie Kristo as its new Chief Executive Officer. Nathalie most recently was North America President, CEO Dubai, Huda Beauty. Pacifica founder Brook Harvey-Taylor will move to the role of company President, and together Nathalie and Brooke will look to accelerate the company’s omnichannel growth strategy and broaden brand awareness.

The L.A.-based vegan beauty brand, which is estimated to generate more than $100 million in sales, creates a wide range of beauty items in the skin, hair, makeup and fragrance categories. It is best known for its franchises such as Glow Baby with vitamin C, Wake Up Beautiful with retinoids, and Stellar Gaze Mascara, which launched in 2013 as one of the first clean mascaras on the market. Despite the global pandemic, Pacifica has seen double-digit growth year over year. In 2020, the company launched its most successful line since the brand’s inception in 1996: Vegan Collagen Skincare. The line sold out three times on its website.

The addition of Nathalie coincides with the firm’s  investment from private equity firm Brentwood Associates.

“As we continue to rapidly grow, I am so excited to have Brentwood as our new partner, with their deep bench of talent and capabilities in helping brands scale. Add Nathalie as our CEO, with her incredible leadership and experience, and I believe we are going to be unstoppable. Nathalie is truly inspirational, and she is aligned with our mission and values. Her global beauty experience and her proven track record will be invaluable as we look to take Pacifica to new heights,” said Brook.

The brand has distribution in Target, Ulta and Whole Foods, as well as on its ecommerce site. Internationally, Pacifica is sold through Shoppers Drug Market, Cult Beauty, and Douglas.

“For the last 25 years we have pushed to democratize clean, vegan and more sustainable beauty with our accessible price points. The consumer has never been more ready for our brand than they are today,” added Brook.

Jefferies served as Pacifica’s exclusive financial advisor on the transaction.