Curt Valva has been named general manager and senior vice president of sales at Suki Skincare.

Effective immediately, Valva, who will report to Suki Kramer, president, founder and formulator at Suki Skincare, was most recently the president, chief operating officer and general manager at Aubrey Organics.

In his new role, Valva will be responsible for growing the brand’s distribution, ushering in increased awareness and exposure and increasing the brand’s core consumer base. He plans to increase Suki Skincare’s availability and overall brand awareness in natural health stores and online. Valva is also eying continued expansion into the spa, boutique and growing international markets.

“[Suki Skincare is] perfectly positioned to take our place at the top of the natural and even mainstream skin-care sector, and the industry is going to follow us in the next five years,” declared Valva. “Consumer knowledge of — and demand for — honest products is increasing. People need strong, safe solutions they can trust.”

To that end, Valva will enact strategy surrounding the brand’s forthcoming over the counter claims.

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Prior to Aubrey Organics, where he served 15 years in a variety of roles, Valva spent 17 years at Estée Lauder Cos. Inc. in multiple positions such as director of business operations in Canada and director of finance and strategic planning in the U.S.

Valva’s previous roles have included serving on the board of directors of the Natural Products Foundation. Internationally, Valva has consulted with the International Federation of Organic Agriculture Movements as well as the Federation of German Industries and Trading Firms for Medicines, Natural Products, Food Supplements and Body Care, advising on the possibility of global harmonization of organic standards for personal-care products.