Beauty company adds three women as marketing VPs

Beauty by Imagination (BBI) a leading manufacturer of iconic haircare brands including Wet Brush, Goody, Ouidad, Curls, and Bio Ionic is gearing up for its next phase of growth and reinforcing the company’s brand-centric go-to-market approach by creating new strategic teams led by three female Vice Presidents.

From left to right: Amanda Orban, Dolapo Roberts-Voskuhl, Melissa Ayers

Newest to BBI is Dolapo Roberts-Voskuhl, who will serve as VP of Brand Strategy & Growth-Bio Ionic and Curls. In this new role, Dolapo will be responsible for the general management of the Bio Ionic and Curls brands. Roberts joins BBI from L’Oréal USA, where she led marketing and innovation for the face category on Maybelline NY’s Emerging Markets team. Prior to her tenure at L’Oréal, she worked at the Estée Lauder Company on Tom Ford Beauty, Origins, Lab Series, and at GHD, excelling in various commercial and global marketing roles.

Joining Roberts in this updated brand leadership structure are two emerging BBI leaders. Amanda Orban has been named VP of Brand Strategy & Growth-Goody and Ouidad, while Melissa Ayers assumes the same role overseeing Wet Brush and International. Orban, also a L’Oréal USA alumnus, joined BBI from Spinmaster in late 2022, while Ayers came to the company in February 2023 from J. R. Watkins, where she led Marketing & Innovation.

“We are thrilled to have three talented female leaders from varied business backgrounds driving growth for our iconic brands: Wet Brush, Goody, Ouidad, Curls and Bio Ionic. I am excited by their unique abilities and combined experiences and look forward to supporting these new “Brand Bosses” as they catalyze BBI’s next phase of commercial excellence and category-leading performance,” said Marina Binichis, BBI Executive Vice President. “Together, we will further BBI’s promise of The Beauty of Confidence for All.”