Victoria Beckham has made no secret of supercharging her beauty business, and now, she’s shaken up her C-suite to do it.

The brand appointed Katia Beauchamp, previously the cofounder and chief executive offcer of Birchbox, to be CEO of Victoria Beckham Beauty.

The corporate said its previous CEO, Sarah Creal, left the brand within the spring of this yr. Creal confirmed her departure to WWD, though neither party elaborated further.

Nance Hastings also joins Victoria Beckham Beauty as president from Alpyn Beauty, where she held the identical title. Prior to that, she spent greater than 25 years on the Estée Lauder Cos.

“Katia and Nance’s expertise, vision and experience are, no doubt, going to be invaluable in helping me grow, shape and proceed on this exciting journey,” Beckham, the brand’s cofounder and artistic director, said in a press release.

WWD Beauty Inc reported last yr that the brand, after pulling out of China to deal with the U.S. and U.K. markets, was anticipated to achieve between $20 million and $22 million in global gross sales in 2022, per industry sources. Beckham said on the time that her beauty business reached profitability 15 months after launch.

In a press release, Beauchamp said she has “admired the brand aesthetic, performance and mission, in addition to its impressive growth trajectory. Consumers see the integrity within the products, and so they voice their enthusiasm.”

Victoria Beckham Beauty is distributed largely via digital channels, and counts Violet Grey and Net-a-porter as Stateside retail partners. It is usually available at Bergdorf Goodman’s brick-and-mortar flagship.

That tactic bares similarities to Beauchamp’s strategy for Birchbox, which she told WWD in 2015 focused on growing digital sales through the use of a single physical retail location to draw latest customers.

“What we realized was that having a bricks-and-mortar store was going to profit our online business significantly,” she said on the time.

Beckham’s businesses, in addition to husband David Beckham’s, are said to be healthy. WWD reported that Beckham Brand Holdings Ltd., the holding company that owns her businesses, saw profits jump to 10.6 million kilos in 2020, though Victoria Beckham’s fashion business saw dips in revenue for the 2020 fiscal yr.

Beauchamp left her post as Birchbox’s CEO last yr following its acquisition by FemTec Health. Terms of that deal weren’t disclosed.