Felix Strand has been promoted to president of Pixi Inc./Pop Beauty, Inc. He was most recently vice president of Pixi, while managing sister company Pop Beauty. The company said the president post had been vacant.
In his new role, Strand will continue to be at the helm of both brands, executing his vision for expansion while participating in retail distribution and marketing initiatives. “My goal is to build upon the strong foundations of both Pixi and Pop to take us into the future,” he said.
Strand, the son of company founder Petra Strand, has grown up in the beauty business and held numerous roles with the company. He is credited with accelerating Pixi’s position in the beauty industry to where the line is sold at Target nationwide and at Shoppers Drug Mart in Canada. He also helped increase attention for Pop Beauty, which is sold at Duane Reade, Rite Aid and Walgreens, with further expansion plans in the works for the remainder of 2017. Implementing digital and social campaigns is a major strategy in Strand’s playbook.
Earlier this year, Pixi teamed up with four influencers for a product extension with Target. “I don’t think there has been an initiative done at this scale,” Strand said when announcing the social push to WWD. “This is definitely going to be one of our biggest launches ever.”
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Strand was instrumental in opening the first U.S. flagship boutique which opened this year in Venice, Calif. It is the only brick-and-mortar outpost where American consumers can buy Pixi products outside of Target and comes more than 18 years after the first retail store in London. “We are looking at the next iteration of the Pixi story, and having a home in the U.S. where people can be fully immersed in the Pixi experience is very important,” said Strand at the time of the store opening.