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L’Oréal is shaking up its US leadership. On Wednesday, it announced that Alexis Perakis-Valat will step into the role of chief executive of its American business, succeeding David Greenberg who will in turn begin a newly created role of US chairman.
Perakis-Valat, currently president of the company’s consumer products division, which includes brands like Maybelline and L’Oréal Paris, has been at L’Oréal, more than 30 years. He held leadership roles in a number of markets before acceding to his current position in 2016. Since then, he’s grown the division’s sales from $14 billion to $19 billion and oversaw the acquisition of brands such as Korean skincare maker Dr. G.
The US is L’Oréal’s biggest single market, and has been a fertile ground for its dermatological skincare brands such as Cerave and Skinceuticals, while its drugstore brands like L’Oréal Paris are mainstays.
In a statement, L’Oréal chief executive Nicolas Hieronimus said that Perakis-Valat had reshaped the consumer products division, and that his “unwavering commitment” to brand equity and innovation would take its American business to new heights.
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Greenberg, who has been with the company for 32 years, will step into his new role with a remit to represent the group to institutional stakeholders and bolster its image. Under his tenure, its US business became the group’s top growth driver for three consecutive years, crossing the symbolic mark of €10 billion in sales ($11.7 billion) in 2022. He also saw the global expansions of American brands like Nyx Professional Makeup, Essie, and Color Wow.
Hieronimus said the creation of the role underscores “the strategic importance of the US market for our future growth.”
Both appointments, including replacements for Perakis-Valat’s chain of command, will sequentially begin from Oct. 1, and become effective from Jan. 1 2026.
Editor’s Note: This story was updated on Sep. 25 2025 to clarify that the US is its biggest single market.
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