Beautynova Names Cory Couts as its North America President

Italian beauty giant Beautynova Corp., which owns multiple brands including Medavita, Depot, simply zen, Urban Tribe, NO INHIBITION, milk_shake, and others, has named Cory Couts as its North America President.

Known for building both entrepreneurial and legacy global beauty brands, Couts will lead the global company’s major expansion efforts in North America. Most recently, he served as Senior Vice President, Global Professional Sales for Olaplex, Inc.

“To ignite our aggressive expansion plans, we needed an experienced and well-respected leader who understands both the North American market and the professional hair-care industry in depth, and relates to his team and their customers as a true partner. We found that in Cory Couts,” says Stefano Banfo, CEO of Beautynova.

"Above all, this is a people business, and Cory has achieved great success through his leadership style and commitment to hairdressers."

Couts says he is inspired by Banfo's vision for Beautynova and its brands. "That, combined with strong brands, high-performing products, and a company goal to be known as ‘the home of responsible beauty,’ creates a winning combination for growth," he says.

Couts has brought his signature practices and style to a variety of leadership roles in the professional haircare arena for more than two decades.

Prior to his role at Olaplex, Couts was global president of Kao Corporation’s salon division, overseeing the 360-degree strategies of trusted brands Goldwell and KMS. He was the architect of the company’s acquisition of the Oribe brand.