Kristi Hubbard, appointed president of Lehi-based beauty products company Younique in July, has been named the company’s CEO in a move the board said was envisioned at the time she joined the company. Derek Maxfield, Younique’s founder, will continue to set the strategic vision for the company as chairman of the board and executive director.
As CEO of the social-media-based direct sales firm, Hubbard will lead the operations of the company and define the next era of transformation for Younique, the board said in a statement. She will also serve on the company’s board.
“In the relatively short time Kristi has been with Younique,” said Maxfield, “she has quickly demonstrated the depth and value of her experience as a direct-selling executive leader. Kristi is highly collaborative, engaging and a strong, strategic leader. Her transition to the CEO role has come even more quickly than I expected, which is a reflection of Kristi’s capacity and talents. I am particularly impressed with her engagement with our presenters and her expertise in understanding the differentiators that make Younique impactful.”
Maxfield also noted that Hubbard’s move to the CEO role marks a significant step forward in positioning Younique for the future. “As founders, my sister Melanie and I envision Younique as a generational icon, a brand that reflects and rallies others to our mission to uplift, empower and validate women everywhere,” he said. “Kristi’s leadership and dedication will drive us toward that vision and continue to position Younique as the global pioneer in digital and product evolution within the social selling space.”
Hubbard brings over 20 years of experience in senior executive roles within the direct selling industry, most recently as CEO of Norwex, a leader in eco-friendly home and personal care products. Previously, she was president of BeautiControl, a direct selling beauty brand, which was eventually acquired by Tupperware Brands. She has been a champion for charitable initiatives in the organizations she led. She has also served in board roles for several nonprofit and for-profit organizations.
“My first few months at Younique have already exceeded my expectations,” said Hubbard. “From the presenters to the executive team to the employees, all have been incredibly welcoming and helpful during this period of transition. I love the passion of our Younique family and their determination to live our mission every day.”