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R. Alex Keith, chief executive of Procter & Gamble’s beauty division, will retire on Feb. 20, 2026, the company announced Thursday. She is succeeded by Freddy Bharucha, currently president of global personal care at the company, who assumes the CEO role on Dec. 1 of this year.
Bharucha will lead the company’s beauty portfolio, which includes the luxury skincare line SK-II as well as mass labels Olay and Pantene, from P&G’s European headquarters in Geneva, Switzerland. In his most recent role heading up P&G’s global personal care business, he worked on brands including Old Spice and Native, helping power their geographic and category expansion.
Keith has been with P&G for more than 36 years, and in the CEO role for eight. In that time, the company acquired buzzy upstarts like hair lines Ouai and Mielle Organics, and annual sales swelled to more than $15 billion last year.
In July, P&G announced a new CEO for its overall business, Shailesh Jejurikar. Jejurikar, currently chief operating officer, will replace longtime P&G executive Jon Moeller on January 1.
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