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Unveiling the Reimagined BOOM! Beauty with a Rebrand as Barbara Roll Steps into the CEO position

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LOS ANGELES, Jan. 4, 2024 -- After seven years as BOOM! by Cindy Joseph, the brand is thrilled to introduce their evolution to BOOM! Beauty. This rebrand is not just a new name but a renewed mission to empower more women facing the realities of maturing and menopausal skin. The brand attentively listened to the desires and requirements of this community, wanted to celebrate its vibrant individuality with this rebrand while promoting self-love, and embracing every stage of life with enthusiasm and joy.

BOOM! Beauty

BOOM! Beauty embodies a strengthened commitment to inclusivity and genuine representation, embracing the beauty found in every woman's unique aging journey. With a dedicated focus on mature skin health, the brand is devoted to addressing the evolving skincare needs of the community. Providing a nurturing and inclusive beauty experience, BOOM! Beauty combines effectiveness, vitality, and playfulness.

"As we embark on this exhilarating new chapter with BOOM! Beauty, our dedication to celebrating, nurturing, and streamlining beauty for every life stage is unwavering. Our rebranding deepens our resolve to meet the dynamic needs of mature skin," says Barbara Roll, CEO of BOOM! Beauty. "We welcome you to join us in this vibrant evolution, where our commitment to quality, sustainability, and the celebration of aging with fun is reflected in every product."

At the heart of BOOM! Beauty's success lies in their meticulous formulation process, which prioritizes clean, cruelty-free, organic ingredients, sustainability, as well as health and safety above all else. Each product is carefully crafted to minimize toxins, ensuring that users can confidently incorporate BOOM! Beauty into their skincare routines without compromising their well-being. This dedication to excellence has earned BOOM! the esteemed endorsement of dermatologists, who recognize the brand as a trusted ally in achieving healthy and radiant skin.

BOOM Beauty's ethos, defined by "Care, Simplify, and Celebrate," drives them beyond enhancing skin health to enrich life with joy and connection. They invite skincare enthusiasts to join them on this transformative journey. For more information, please visit


Beauty industry leader Barbara Roll has been named Chief Executive Officer of renowned beauty brands BOOM! Beauty, a leading beauty brand specializing in products for mature skin, and oVertone, known for its dye free and harm free rich range of semi-permanent color-depositing conditioners, the two companies announced today.

Barbara Roll, CEO

Barbara Roll, CEO BOOM! Beauty
Barbara Roll

Roll, who previously held the position of Chief Growth Officer at BOOM! Beauty and oVertone, brings a wealth of experience and expertise to her new role as CEO. With over a decade of industry-leading experience and a proven track record of driving growth and implementing strategic initiatives, Roll has been instrumental in the success and expansion of both brands. As Chief Growth Officer, Roll played a pivotal role in developing and executing strategic plans that propelled both brands to new heights in the beauty industry. Her dedication to innovation, customer engagement, and brand development has been a driving force behind both companies' continued successes.

"We are thrilled to announce Barbara Roll as the CEO of BOOM! Beauty and oVertone," said Pepijn Gooiker, President & COO at BOOM! Beauty. "Barbara's leadership and strategic vision have been instrumental in the success of both brands, and we are confident that under her guidance, BOOM! Beauty and oVertone will continue to thrive and set new benchmarks in the beauty industry."

As the newly appointed CEO, Roll will continue to lead BOOM! Beauty and oVertone into a new era of growth and innovation. Her vision for the future includes expanding product lines, enhancing customer experiences, and further solidifying BOOM! Beauty and oVertone as leaders in the beauty industry.

Roll expressed her excitement about her new role, stating, "I am honored and excited to lead BOOM! Beauty and oVertone as CEO. These brands have a rich history of innovation and a strong connection with our customers. I look forward to building on our success and taking BOOM! Beauty and oVertone to new heights."

About BOOM! Beauty

BOOM! Beauty is a leading beauty brand specializing in products for mature skin. With a deep understanding of the unique needs of mature skin, BOOM! Beauty has developed innovative solutions backed by meticulous research and development. Their commitment to health, safety, and sustainability sets them apart in the beauty industry. For more company information, please visit

About oVertone

Motivated by years of damaged and faded hair, oVertone founders Maegan Scarlett and Liora Dudar created a product they had always wanted: a hair-healthy dye alternative that could both achieve and maintain head-turning vivid hair colors. Since its launch in 2014, oVertone has become known as an industry disruptor in the hair color space, building a radically inclusive digital community, and providing consumers a means to condition their way to colorful, healthy hair. For more information or to purchase products, visit

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