Liz Earle Beauty Co., the British beauty brand owned by Avon Products Inc., announced a number of executive changes Thursday.

This story first appeared in the May 4, 2012 issue of WWD. Subscribe Today.

The Isle of Wight, England-based firm said that Julie Tatarczuck has been named president and general manager of Liz Earle Beauty Co., while Joellen Bradford has been named U.S. president and country manager at the company. Both are new positions at Liz Earle.

Liz Earle, the brand’s cofounder, said: “Julie and Joellen will both bring invaluable insights and considerable experience as they join the talented team at Liz Earle Beauty Co.,” she stated. “Their appointments are a key part of our plans — in particular for our forthcoming expansion into North America.”

Tatarczuck joins Liz Earle from a five-year stint at Avon, where most recently she was head of global brand marketing. Bradford, meanwhile, joins the company from Natura, a Brazilian beauty brand, and has also held senior positions at Bath & Body Works and the Estée Lauder Cos Inc.

The appointments follow the departure of John Buckland, formerly chief executive officer, from the company earlier this week. Cofounder Kim Buckland has also left the business. The company said that John Buckland decided to step down from the company as “with the experience and expertise available to the company through the Avon connections, he feels that now is the perfect time to move on.” Kim Buckland will remain at the company through September, to hand over to the new team, and said: “It is with such a mixture of feelings that I will leave the business, but I feel after 17 wonderful years the time is right for me to move on.”

Earle and Buckland founded the Liz Earle brand in 1995, and it quickly gained a cult following in the U.K., particularly for its Cleanse & Polish cleanser. Avon acquired Liz Earle in 2010 and has continued to operate it as a freestanding brand.

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