Jen Atkin Appoints Brandnew CEO of Mane, Her Hair Instrument Emblem at Sephora

Jen Atkin has named a unutilized eminent government officer of her hair instrument emblem, Mane.

Rachel Jonas Gilman has taken the manage slot later a protracted stint because the president of Tracee Ellis Ross’ Development Good looks.

The walk comes as the logo selections up steam. It introduced in additional than 670 Sephora doors in February, and trade assets mentioned first-year revenues landed between $10 million and $20 million.

“After a first year of success and a recent retail partnership with Sephora, this marks an exciting new chapter in the brand’s journey,” Atkin mentioned by way of e mail. “Rachel has a proven track record of success and is one of the strongest and most knowledgeable talents in the industry. I’m confident that with Rachel’s expertise and the dedication of our team, we will achieve continued growth.”

Gilman mentioned going again to Mane’s origins is her first precedence. The logo was once born out of Mane Addicts, a hair-focused good looks weblog and training platform that Atkin introduced a decade in the past. “The brand was built from 10 years of dialogue and listening to the Mane Addicts community,” she mentioned. “Where we’re going to win as a brand by leaning into content and leaning into having fun.”

That’s a part of the logo’s ethos, evidenced by way of the tongue-in-cheek product names similar to This Completely Blows! Ionic Compact Hair Dryer, or a device with 3 removable heads dubbed the Energy Base.

“There aren’t a lot of brands that have fun in this space,” Gilman mentioned. “Jen uses this term a lot called ‘delicious optimism,’ and that’s what we lean into a lot as a brand.”

The logo’s social media presence additionally lets in it to stick on manage of the developments riding the section, Gilman mentioned. “Having those connection points allows us to stay ahead,” she mentioned. “For example, our next launch is a hot round brush that’s super on-trend.”

To that finish, Gilman additionally mentioned that product construction would select up, too. “You can expect to see a lot more from the brand,” she mentioned. “From a pipeline perspective, it can be anywhere from 12 months to 24 months depending on what you’re doing. But as a brand that wants to stay on top of trends, we want to be able to move quickly and work with our vendors to run it around.”

Demographically talking, Mane appeals in large part to Gen Z, Gen Alpha and the candy spot between the 2, which Gilman shouts “Gen Zalpha.”

“We’re leaning into that audience with our Sephora partnership, but we need to be able to speak to a wide range of audiences,” she mentioned. “We want to guide people through the transformative years of their lives, whether you’re at the mall shopping as a teenager, or even as a mom with young kids.”