Luxury Brand Partners has announced Elizabeth Maul as the president of V76 by Vaughn, a men’s grooming line. She assumes a role that has been vacant for about one year.
“Elizabeth is an indispensable brand builder in the beauty industry and has brought her widespread knowledge and proficiency to Luxury Brand Partners for more than six years,” said Tev Finger, chief executive officer of Luxury Brand Partners. “I’m thrilled she will be channeling her impeccable taste and know-how into running the V76 brand.”
In the role, Maul will be responsible for brand sales, net revenue and performance on a global scale. She will focus on shaping and expanding the company as a whole, while maintaining established brand partners.
“I was part of the original launch of V76 and have always felt very close to the brand,” Maul said. “The men’s segment is growing at an unbelievable rate and I’m excited to be at the helm of such a forward-thinking and creative team.”
On her radar are expanding distribution into more salons, retailers and e-commerce platforms including elevating the brand’s own site. “We have a lot of irons in the fire. Because this role had been vacant for a while, our distribution had been consistent. Now we have an opportunity to put some rocket fuel in and explore even more partners,” she told WWD. “We want to be where our guys and women who shop for them are,” Maul said. “We have made ourselves available early on on Amazon.com, for example. V76 is also sold on V76.com, professional salons, BlueMercury and Neimanmarcus.com.
You May Also Like
Maul also sees fertile expansion opportunities in the international market, which not produces less than 10 percent of sales. Industry sources estimate V76 has annual sales in the $10 million to $12 million range.
While the line is pretty complete, Maul said a new product will bow early next year in the was/pomade segment. Messaging will continue to focus on social media, especially styling tips for men who don’t always feel as confident as women when it comes to their tresses. “We want to continue to communicate that there is a Vaughn (brand creator Vaughn Acord] and that he has a very specific perspective.”
Maul first joined Luxury Brand Partners as the executive vice president of brand development, where she helped bring Smith & Cult, V76 by Vaughn, R+Co and IGK to life. During this role, she assisted with positioning, product development, creative direction and marketing and digital strategies. She also has held roles at Beauté Prestige International, Lancôme, Yves Saint Laurent and Becca Cosmetics.
The news comes shortly after Luxury Brand Partners sold its professional hair-color brand, Pulp Riot, to L’Oréal for an undisclosed amount. Launched in 2016, Pulp Riot has generated net sales of $11 million and has more than 675,000 Instagram followers. LBP sold Oribe last year to Kao USA for an estimated $400 to $430 million.
Also at Luxury Brand Partners, Daniel Langer has been named the president of R+Co. Langer previously was the president of e-commerce and the chief marketing officer at Luxury Brand Partners. In his new role, Langer will create, develop and direct all of R+Co’s global initiatives while continuing brand development. Langer is one of Luxury Brand Partners’ original founders and previously held positions at the Boston Consulting Group, Victoria’s Secret and Bumble and Bumble.