There’s a major shift happening at the top of one of beauty’s biggest players. R. Alex Keith, the powerhouse behind Procter & Gamble’s beauty division, is officially retiring in February 2026 after 36 years with the company.

Her successor? Freddy Bharucha, who steps in this December.

If you’re not familiar with P&G’s beauty portfolio, it’s a mix of mass icons like Olay, Pantene, and Old Spice alongside luxe skincare darling SK-II. Under Keith’s watch, the division swelled past $15 billion in sales and snapped up buzzy brands like Ouai and Mielle Organics.

Bharucha isn’t exactly new to the game he’s been driving global growth in personal care, scaling brands into new categories and markets. Now, from P&G’s Geneva HQ, he’ll be steering the entire beauty ship. It’s a changing of the guard and all eyes are on where P&G beauty goes next.