Unilever is ushering in a new era of leadership with the appointment of Fernando Fernandez as its next Chief Executive Officer, effective March 1, 2025. Currently serving as the company’s Chief Financial Officer and Executive Director, Fernandez will take the reins from Hein Schumacher, whose two-year tenure saw a major strategic overhaul.
Schumacher spearheaded the Growth Action Plan (GAP), a framework designed to drive long-term product innovation and tighten financial discipline. While the initiative contributed to a 4.2% revenue boost in 2024, bringing Unilever’s annual earnings to €60.8 billion, the company still fell short of its financial projections—a signal that more aggressive growth tactics may be needed.
Fernandez is no stranger to high-stakes leadership. His time at the helm of Unilever’s Beauty and Wellbeing division saw rapid expansion across key brands, including Dermalogica, Paula’s Choice, and K18. Prior to that, he led operations in Latin America and the Philippines, both of which rank among the company’s most successful markets.
Unilever’s Chairman, Ian Meakins, has voiced strong confidence in Fernandez’s ability to accelerate growth, emphasizing that the board remains committed to seeing GAP deliver higher performance and increased shareholder value.
This leadership shake-up comes at a time of widespread executive shifts across the beauty industry. Major players like Estée Lauder Companies, Ulta Beauty, and Shiseido are also installing new CEOs as they navigate an increasingly competitive landscape.
For Fernandez, the immediate challenge will be refining Unilever’s brand portfolio, sharpening its competitive edge, and ensuring its top 30 brands stand out in a crowded market. Industry insiders will be watching closely to see how his vision shapes Unilever’s future.
