Patrick Chong and Wolfgang Baier

Singapore-based beauty brand distributor Luxasia said Wednesday it has tapped a former Singapore Post chief executive officer and McKinsey & Co. alum as its ceo.

Effective immediately, Wolfgang Baier replaces founder and owner Patrick Chong as ceo. Chong, who the company said spent more than a year looking for a new ceo, will take on the role of chairman of the company.

Privately held Luxasia manages a portfolio of 120 brands, including Beiersdorf, Burberry, Clarins, Estée Lauder, Hermès and Procter & Gamble.

Chong said he values Baier’s experience in areas like customer relationship management, logistics and omnichannel retail.

“Like us, he is excited about our goal of becoming Asia’s largest omnichannel beauty market maker. Scale, speed and execution will be the key to Luxasia’s success and future,” Chong said.

Baier agreed that developing an omnichannel ecosystem at the company is critical.

“We want to [revolutionize] how we serve consumers and brand partners in the beauty industry across Asia. I am excited about taking an industry leader like Luxasia to the next level and offer partners wider reach, and consumers a more fulfilling experience,” Baier said.

Baier served as the group ceo of Singapore Post Ltd. from 2011 to 2016, where he was credited with transforming the company into an international e-commerce logistics provider, Luxasia said. Before that, he worked at McKinsey for 10 years in various roles in Europe and Asia.