L’Oréal USA announces key appointments across its professional brands

L’Oréal’s Professional Products Division (PDD) has announced new GM across some of its most influential brands — Redken, Color Wow and L’Oréal Professionnel – with the aim to further enhance long-term growth within the professional salon landscape.

Mounia Tahiri steps into the General Manager role at Redken US. Her appointment follows a series of transformative achievements across L’Oréal’s PPD, including leading Biolage to double-digit growth, architecting Ulta’s prestige haircare omni-model, and most recently guiding L’Oréal Professionnel past the USD 100 million in sales milestone while strengthening its tech-driven identity. Mounia now takes the helm of Redken as the brand expands its professional relevance, education ecosystem, and cultural influence.

Guillaume Duez was named General Manager of L’Oréal’s recent acquisition Color Wow. He will lead the brand alongside founder and CEO Gail Federici. Guillaume joined PPD in 2010 where he has held key global and U.S. roles including head of Redken Color, VP of Marketing for Kérastase & Shu Uemura, and GM of both brands. In his new role, he will guide Color Wow through a phased integration while maintaining the brand’s creative spirit and momentum across styling and problem-solution innovation.

Julie Fortier was appointed as General Manager of L’Oréal Professionnel. Most recently leading the division’s education transformation, Julie has been instrumental in modernizing PPD’s education systems, building digital foundations, developing transversal structures, and expanding reporting and KPIs across brands. Prior to joining the U.S., she spent 18 years at L’Oréal Canada, including as GM for Kérastase & Shu Uemura where she doubled the business in three years. Her blend of commercial expertise, digital vision and education depth positions her to accelerate L’Oréal Professionnel’s growth and strengthen its salon partnership strategy.

“These appointments reflect PPD’s continued focus on strengthening brand leadership, deepening stylist engagement, and driving global relevance through education, innovation and omnichannel expansion,” said L’Oréal USA in a statement.