Stylist-created hair brand R+Co has a new president. Effective today, Reuben Carranza, previously of P&G, will step into the new role. He replaces Tev Finger, president and chief executive officer of Luxury Brand Partners, who was acting president until the appointment was made.

The brand, created by hairstylists Howard McLaren, Thom Priano and Garren, is designed as equal parts creative collective, research and development product hub and stylist education collaborative. The resulting product line, an artfully packaged collection of shampoos, conditioners and styling aids, launches in May to retailers like Space NK, Neiman Marcus and C.O. Bigelow.

“Our industry is, at its core, a profession of relationships and collaboration,” said Carranza, who spent 24 years at P&G, most recently serving as chief executive officer, North America, of Wella’s Salon Professional Division. “You see it happening between stylist and client, muse and professional, photographers, designers, editors, etc. However, that collaboration has not transcended into the world of products. Howard, Thom and Garren are each forces in the industry, so to have individuals of this caliber come together to share their points of view and push boundaries to create a product line that speaks to the varied needs of hairdressers and of clients will change the status quo.”

Carranza is based out of the brand’s Miami headquarters.

Carranza will report to Finger, who will remain at the helm of LBP, an incubator for artist-driven beauty brands.

“We are so excited to have someone of Reuben’s pedigree joining our very young and entrepreneurial company,” Finger said in a statement. “While hairdressers and artists are the heart of R+Co, the collective extends to include industry veterans, fragrancers, designers and more; Reuben will lead this team and bring ingenuity from a business perspective. He is an important component of this perfect blend of talent.”