Ideal Image, an aesthetics company providing a spread of treatments including laser hair removal, body sculpting, Botox treatment, fillers and skincare, has named Sharon Leite chief executive officer.

Leite, the previous CEO of The Vitamin Shoppe, succeeds David Prokupek, who has change into an adviser to Ideal Image.

In its announcement Monday on Leite’s appointment, Ideal Image indicated she is going to “drive brand strategy, speed up the event of talent, create a best-in-class organizational culture, manage the corporate’s resources and operations and partner with the board of directors.”

“There’s tremendous opportunity to reimagine the brand within the dynamic aesthetics, beauty and wellness categories,” Leite said in an announcement. “Ideal Image has set itself apart within the industry and has been the market leader.” She thanked Prokupek for “making a platform which allows us to speed up our plan to deliver inexpensive luxury through our treatments across North America.”

At The Vitamin Shoppe, Leite is credited with launching a technology-driven store format, opening distribution to recent sales channels, increasing development of the private brand portfolio, introducing personalization, pioneering a CBD hemp extract merchandising program, and expanding the business into Asia. She also inked partnerships with WW (formerly Weight Watchers), and licensing agreements with Warner Bros. and DC Comics.  

Before The Vitamin Shoppe, Leite was president of Godiva Chocolatier in North America, president of Sally Beauty, U.S. and Canada. Earlier in her profession, she held leadership positions with increasing responsibilities at Pier 1 Imports, Bath & Body Works, Gap Inc. and The Walt Disney Company.

“Sharon shares our vision of making Ideal Image the brand of selection for aesthetic services,” said Marc Magliacano, Ideal Image chairman and a managing partner in L Catterton’s flagship fund for investing in brands between $75 million and $500 million in size.

Ideal Image indicated that it has a network of greater than 800 doctors and medical professionals who’ve performed over 20 million FDA-cleared treatments for greater than 20 years.