Freddy Bharucha has been appointed CEO of P&G Beauty, effective December 1, and will be based in Geneva, Switzerland. Currently President of Global Personal Care and North America Beauty Operations, he succeeds Alex Keith, who retires in February 2026. With over 20 years in the beauty industry and leadership roles across regions including China, North America, and Asia, Bharucha has driven growth across P&G’s skincare, personal care, and haircare portfolios, steering iconic brands like Old Spice, Secret, Safeguard, and Native.
