Beautynova Group, proprietor of beauty brands including milk_shake, Depot, Medavita, NO INHIBITION, and simply zen, named Cory Couts as president, North America. Known for building both entrepreneurial and legacy global beauty brands, Couts will lead the Italian company’s major expansion efforts in North America.

Couts has brought his signature practices and style to a variety of leadership roles in the professional hair care arena for about two decades. As global president of Kao Corporation’s salon division, he oversaw the 360-degree strategies of brands Goldwell and KMS and was the architect of the company’s acquisition of the Oribe brand. Most recently, he served as senior VP, global professional sales for Olaplex, Inc. In his new role, Couts will report directly to Stefano Banfo, CEO of Beautynova.

“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. Cory has achieved great success through his leadership style and commitment to hairdressers.”

— Stefano Banfo, CEO of Beautynova