Urban Skin Rx Names Victoria Payne CEO
Founder Rachel Roff is stepping away from day-to-day operations.
Changes are afoot at Urban Skin Rx.
Victoria Payne has been named chief executive officer of the brand whose products focus on reducing hyperpigmentation, dark marks and uneven skin tone, taking over from founder Rachel Roff.
Payne is no stranger to the brand, joining as its chief financial officer in
March 2022. Prior to that, she was a senior finance manager at Lowe's and previously spent 13 years at Mountain Khakis in various finance roles.
“I am honored to take on the role of CEO,” said Payne. “This is an important time for the brand and we will continue our founder's legacy to best meet the needs of our customers by championing inclusivity, innovation and a company culture that we can all be proud of.”
Roff, a licensed aesthetician, launched Urban Skin Rx, which largely caters to melanin-rich skin tones, out of the med spa she started in 2006 in Charlotte, North Carolina, and it is now sold at retailers including Target, Ulta Beauty, Walmart and CVS.
Industry sources said the brand's net sales are around $30 million. Bestsellers include Even Tone Cleansing Bar and Clear Skin Cleansing Bar, both priced between $16 and $25 depending on size.
In a statement, Roff, who is white, said: “Eighteen years ago I set out with the mission to make the skin care industry more inclusive of the needs of melanin-rich skin. Although major disparities in the industry still exist, I am beyond proud of the work that the USRx team and I have accomplished. But now it is time for its new chapter and my new chapter.”
Roff said her future includes more time to mentor women and minority-owned businesses.
She will also remain a significant stakeholder of the brand, according to a spokeswoman for the company, which has previously received investment from private equity firm Friend Skoler & Co.
For Urban Skin Rx, Payne told
WWD there will be a big focus going forward on data, fine-tuning distribution and building brand recognition. "We feel that there's so many people that don't know about Urban Skin Rx and it's such an amazing product. We want to get back to doing some grassroots kind of things that Rachel did at the beginning to build the brand's awareness where it is now.”