The Growing Importance of Non-Executive Directors and Board Advisors in the Beauty Industry.

In an era of rapid transformation, Non-Executive Directors (NEDs) and Board Advisors are becoming increasingly vital in the beauty industry. These independent board members bring an external perspective, ensuring that businesses maintain strong corporate governance while navigating market complexities, evolving consumer demands, and regulatory challenges. By constructively challenging executive decisions, NEDs and Board Advisors help align strategies with long-term objectives, sustainability goals, and ethical considerations.

A study in corporate governance has shown that companies with diverse boards, including experienced NEDs and Board Advisors, tend to outperform their peers. Beauty brands, particularly those expanding internationally or facing increased regulatory scrutiny, benefit significantly from the strategic oversight and industry expertise that these professionals provide. Their role in advising on innovation, supply chain resilience, and digital transformation is crucial as brands strive to remain competitive in a fast-evolving market.

The impact of NEDs and Board Advisors in shaping company strategy is evident in the case of Estée Lauder Companies. In recent years, the company has strengthened its board with independent directors and advisors who bring expertise in digital commerce, sustainability, and global expansion. This has helped drive growth while ensuring governance practices align with consumer expectations and investor priorities.

Recent notable appointments in the beauty industry further underscore the growing importance of NEDs and Board Advisors. In February 2025, premium hair care brand Philip Kingsley appointed Nicky Kinnaird, the founder of Space NK, as a Non-Executive Director. Kinnaird’s extensive experience in beauty retail is expected to provide valuable insights into brand development and market expansion.

The British Beauty Council has also strengthened its leadership by appointing Diana Verde Nieto and Nnenna Onuba to its Executive Board in January 2024. These additions aim to enhance the Council’s strategic direction and industry influence.

In the corporate sector, Croda International, a key supplier of specialty chemicals to the beauty industry, announced the appointment of Chris Good as a Non-Executive Director. Good brings over two decades of experience from Estée Lauder Companies, including his role as Group President of North America, which is anticipated to benefit Croda’s strategic initiatives in the beauty sector.

Despite the clear advantages, many beauty companies face challenges in attracting qualified NEDs and Board Advisors. A report on board composition found that:

• 30% of beauty businesses acknowledge the need for stronger external governance but struggle to find the right talent.
• 70% of companies admit their succession planning processes need improvement.

This gap highlights the importance of proactively seeking experienced NEDs and Board Advisors with sector-specific knowledge. Appointing professionals who understand the nuances of brand positioning, retail dynamics, and sustainability efforts can future-proof leadership teams and drive business success.

Beyond governance, NEDs and Board Advisors play a crucial role in risk management. The beauty industry is shaped by shifting regulations on product safety, environmental impact, and advertising standards. With their broad experience, they help companies anticipate regulatory changes, mitigate reputational risks, and ensure compliance across multiple markets.

Moreover, NEDs and Board Advisors bring valuable industry networks and strategic partnerships, enabling beauty brands to forge collaborations with investors, digital innovators, and supply chain partners. Their insights can be instrumental in identifying emerging trends, integrating new technologies, and refining omnichannel strategies before competitors do.

At Veblen International we understand the transformative impact that experienced NEDs and Board Advisors can have on beauty businesses. Our team specialises in sourcing and placing top-tier leadership talent with expertise in governance, brand strategy, and market expansion, helping companies build resilient boards ready for the future.