Thursday, 17 September 2026 08:10 AM
Management Changes
Veteran Luxury and Beauty Executive Brings More Than Two Decades of Experience From Louis Vuitton, goop, Beautycounter, and Lunya to HERETIC as It Enters Its Next Phase of Growth
NEW YORK CITY, NY / ACCESS Newswire / September 17, 2026 / HERETIC PARFUM today announced the appointment of Blair Lawson as Chief Executive Officer, a significant leadership appointment for the independent fragrance house as it accelerates its growth into new product categories and distribution channels.
Lawson began her career at LVMH, where she developed a foundation in luxury brand building in roles at TAG Heuer, Christian Dior and Louis Vuitton. Later she served as Chief Merchandising Officer at goop and Chief Merchandising & Marketing Officer at Beautycounter, where she helped shape the strategy for two brands that defined today's beauty and wellness landscape. Most recently, Lawson served as Chief Executive Officer of Lunya, where she led the luxury sleepwear brand to a strategic sale. Lawson has built a reputation for pairing financial and commercial rigor with a profound understanding of the relationship between brand, product, and consumer. She enters HERETIC with a mandate to scale the brand without sacrificing its unconventional approach.
"HERETIC has the creative authority to expand far beyond traditional fragrance," said Lawson. "Our opportunity is to build the strategy, infrastructure, and reach that will allow the brand's unconventionality to become an even greater strength."
Lawson will work in close partnership with founder Douglas Little, assuming leadership of the company's business and growth strategy while Little continues to lead its creative and olfactive vision.
"After more than a decade of building HERETIC from an intensely personal point of view, I wanted a partner who could see what the company is today, and what it has the potential to become," Little said. "Blair brings the leadership, discipline, commercial intelligence, and ambition to help us realize that potential without sanding down the edges that made people care about HERETIC in the first place. She understands that growth should amplify distinction, not erase it."
Founded by Little in 2015 as a radical alternative to conventional perfumery, the independent company has grown from a cult fragrance house into a brand that integrates fine fragrance, fragrance-driven personal care, innovative collaborations, and immersive sensory experiences under the incendiary imagination of its founder.
"I've spent my career drawn to brands with a powerful and differentiated point of view," Lawson continued. "HERETIC has that in spades. Douglas has built something rare and valuable: a brand with a world of its own, a fiercely recognizable creative language, and an audience that gravitates to it because it refuses to behave like everything else in the category."
As CEO, Lawson will focus on building distribution, expanding product categories, enhancing brand visibility, and laying the foundation for the company's next stage of growth. Little will remain the engine of HERETIC's creative department, leading product development, collaborations, and brand storytelling.
ABOUT HERETIC PARFUM
Founded in 2015 by perfumer Douglas Little, HERETIC PARFUM is an independent fragrance house exploring the provocative intersection of nature, beauty, culture, and scent. Known for unconventional compositions, unexpected natural materials, cultural collaborations, and immersive storytelling, HERETIC approaches fragrance not simply as something to be worn, but as a medium through which ideas, emotions, and invisible worlds can be made perceptible. Raw, sensual, intelligent, and unapologetically unconventional, every HERETIC creation is a modern heresy: a challenge to conformity and a celebration of unconventional beauty.
Contact:
COLLEEN MATHIS
Absolute R Relations
[email protected]
SOURCE: HERETIC PARFUM