L’Occitane Group announced André J. Hoffman will succeed Reinold Geiger as Chief Executive Officer, effective September 16. Geiger, who has led the company for more than two decades, will now serve as chairman of the board and executive director. Hoffman will continue in his role as vice chairman of the board and an executive director.

“Today’s announcement is the natural evolution of the company’s needs as it transforms from a mono-brand company with a multi-local presence to a true multinational, multi-brand group,” Geiger said. “It is a key step to strengthen our governance structure and position ourselves for a sustainable future rooted in our new mission to empower entrepreneurs and communities to cultivate natural beauty and well-being and to regenerate nature.”

Hoffman has more than three decades of experience in the retail and distribution of cosmetics, luxury products and fashion in Asia-Pacific. Since joining the group in 2001, he has been responsible for the group’s strategic planning and management, and will now leverage the strengths of the group’s core business to scale innovations and create new, large-scale businesses.

“I would like to congratulate André on his appointment,” Geiger said. “André was key in growing L’OCCITANE from a small local brand in France to a successful global company. We know each other very well and I have total confidence in André. His wide-ranging experience in the retail and distribution of cosmetic products is unique and his personal drive and enthusiasm will help to further accelerate the Group’s growth.”

The group recently debuted its social selling platform, MyL’Occitane, and entry into the direct selling channel in the U.S.