Rieken Named New CEO of Odele
Company - People | Jun 26, 2025 | Stride Consumer Partners
Odele, a mass hair care brand founded in 2020, has appointed Zach Rieken as its new CEO. Rieken, who most recently served as CEO of Living Proof from 2019 to 2024, brings extensive experience from his previous roles at Bumble and Bumble and Wella Co. Rieken expressed enthusiasm about joining Odele, praising the brand's mission to provide high-performance, clean beauty products. Odele was cofounded by CPG veterans Lindsay Holden, Britta Chatterjee, and Shannon Kearney and is based in Minneapolis. Known for its affordable hair care line available at $11.99, the brand has seen significant growth since its debut at Target. Rieken succeeds Brian Kennedy at Living Proof, where Kennedy was appointed as CEO earlier this year.
Sectors
- Consumer Goods
- Beauty and Personal Care
Geography
- United States – Odele is based in Minneapolis, and its products are available in locations such as Target across the US.
Industry
- Consumer Goods – The article discusses a company, Odele, which operates within the consumer goods sector, specifically focusing on hair care products.
- Beauty and Personal Care – Odele’s primary offerings are hair care products, which fall under the beauty and personal care industry.
Financials
- $11.99 – Pricing for each product in Odele's hair care range.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Odele | Target Company | Company | Odele is a mass hair care brand based in Minneapolis, offering accessible, high-performance clean beauty products. |
| Zach Rieken | CEO | Person | Former CEO of Living Proof, now appointed CEO of Odele. |
| Stride Consumer Partners | PE Firm | Company | A private equity firm associated with the brand Odele in the context of this leadership change. |
| Living Proof | Former Company | Company | A hair care company previously led by Zach Rieken. |
| Unilever | Parent Company | Company | Parent company of Living Proof, where Rieken was CEO. |
| Lindsay Holden | Co-founder | Person | Co-founder of Odele. |
| Britta Chatterjee | Co-founder | Person | Co-founder of Odele. |
| Shannon Kearney | Co-founder | Person | Co-founder of Odele. |
| Brian Kennedy | CEO of Living Proof | Person | Succeeded Zach Rieken as CEO of Living Proof. |