Kering Beauté has appointed Alexandre Choueiri as the new president and chief executive officer for the Americas, signaling its commitment to the beauty market in the region. 

Choueiri is a seasoned industry veteran with over two decades of experience at L’Oréal, most recently as global brand president of Ralph Lauren fragrances. He embarked on his journey with L’Oréal Italy in June of 2000, starting his career with Lancôme, followed by a four-year tenure as marketing director at Helena Rubinstein. 

He later assumed the role of general manager for designer brands and Kiehl’s in Australia from 2006 to 2008. Returning to Lancôme in 2008, Choueiri assumed the position of general manager for the UK and Ireland, where he continued to drive growth and innovation until 2012.

In 2012, Choueiri transitioned to the IDC, a specialized group within L’Oréal Luxe Division at L’Oréal USA, focusing on luxury fragrance and beauty brands. He served as general manager, overseeing prestigious brands such as Armani Beauty, YSL Beauté, and all L’Oréal Designer fragrances in the U.S, and eventually assumed the position of IDC President. 

Choueiri said on LinkedIn, “I’m happy to share that I’m starting a new position as chief executive officer and president, Kering Beauté Americas.”

Amidst a challenging luxury market, beauty stands out as a bright spot for Kering. Kering is currently prioritizing bringing beauty licenses in-house, a strategy already implemented for several brands within the group. 

Looking ahead, Kering plans to launch a high-end fragrance range for Bottega Veneta, followed by perfumes for Balenciaga and Alexander McQueen in 2025.