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Beautycounter is strengthening its executive ranks.

The Santa Monica, Calif.-based company has brought on board Anthony Prudhomme as chief financial officer, Robert Steere as head of operations, Xavier Ormancey as head of product development and Raj Chand as sourcing manager. As it welcomes the new employees, Beautycounter bids farewell to Mia Davis, head of environmental health and safety, at the end of the month.

“We are no longer a start-up trying to make our way,” said Gregg Renfrew, founder and chief executive officer of Beautycounter. “As a fast-growth company, our past year has been focused on careful executive recruiting, and we are thrilled with the proven senior executives joining our team, and the addition of strategic business leaders supporting them.”

Prior to Beautycounter, Prudhomme’s career wound through Jafra Cosmetics, Beyond Meat, Dole Foods and Deloitte. His duties at the brand will concentrate on strategic and financial plans, and on efforts to amplify sales of its cosmetics and skin-care merchandise across all channels. Beautycounter’s nearly 100 products are primarily distributed through more than 25,000 North American consultants, but the brand has also inked retail partnerships with J. Crew, Goop and Target.

Previously vice president of operations at Dermalogica and head of operations at Red Bull, Steere will oversee Beautycounter’s supply chain, inventory management, manufacturing and distribution. Ormancey will focus on creating innovative products that are effective and safe. Known for developing environmentally friendly personal-care items, his extensive beauty industry résumé includes stints at L’Oréal Paris, Chanel Parfums & Beauté and Yves Rocher Group. Chand, who has honed an expertise in botanical and non-GMO sourcing, worked at Shaklee and Nutrilite before linking with Beautycounter.

Industry sources told WWD earlier this year that Beautycounter is on track to reach revenues of $150 million in 2016. The brand secured a minority investment from private equity firm TPG Growth in 2014 and, a few months ago, received an investment from U2 front man Bono and his wife Ali Hewson. In the deal with Bono and Hewson, Beautycounter acquired the skin-care brand Nude.

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