Aromatherapy Associates appoints new chief commercial officer

Serina Sandhu joins the leading aromatherapy brand with 16 years’ experience in the cosmetics industry


By Wendy Golledge

16 February 2024

Global skincare brand Aromatherapy Associates has announced the appointment of Serina Sandhu as its new chief commercial officer.

Sandhu joins Aromatherapy Associates from Voya, where she was chief sales, marketing and education officer.

In her new role as chief commercial officer at Aromatherapy Associates, Sandhu will drive ambitious plans to bring new cutting-edge innovations to market, while accelerating growth across its spa and retail outlets.

“We aspire to expand Aromatherapy Associates in the luxury retail and spa sectors. Our commitment lies in crafting luxurious offerings that will distinguish us in the market.”

Serina Sandhu

Chief commercial officer, Aromatherapy Associates

Global cosmetics industry experience

Sandhu brings 16 years of experience to her new role. She has spent the last six years working within the spa industry, gaining experience with brands including Natura Bissé, where she was global commercial manager.

Prior to this, Sandhu worked in the cosmetics industry globally for Charlotte Tilbury, where she drove the successful launch of the brand’s Magic Cream and its expansion into Harrods and Selfridges.

In her new role, she will spearhead ambitious innovation plans while accelerating the brand’s growth across spa and retail outlets.

Woman laying on bed having head massage
Aromatherapy Associates is celebrating it's 40th anniversary this year

Speaking exclusively to European Spa, Sandhu shared her plans for launching fresh ideas at Aromatherapy Associates.

“The brand is poised to revolutionise the industry with its unwavering commitment to innovation at the forefront of aromatherapy,” she said.

“At the heart of this ambition lies a team of exceptional educators, there to support our spa partners and lead their professional spa development. Our aim is to equip spas with skills and resources to reach their fullest potential.

“We aspire to expand Aromatherapy Associates in the luxury retail and spa sectors. The recent introduction of bathing rituals, for example, opens up a world of possibilities for spas to reach a broader audience.”

Bald man with beard smiling

“Serina's experience and passion for both wellness and spa are going to help us double down on the support we offer this great industry. In her new role she will be responsible for the strategic direction of our sales and trade marketing across all of our channels as well as education globally.”

Greg Davis

Managing director, Aromatherapy Associates

“With her extensive network, educational experience and industry expertise, Serina will be able to support the brand across various channels, including digital, wholesale, retail, spa and cruise ship positions,” said Aromatherapy Associates’ managing director, Greg Davis.

Aromatherapy Associates expansion plans

As the brand enters its 40th year, Sandhu revealed that Aromatherapy Associates has plans for new product developments while remaining committed to protecting the legacy of its founders, Geraldine Howard and Sue Beechey.

“There will be significant investment in advanced training and educational programmes, and our new products will raise the bar to ensure we remain at the forefront of innovation,” she said.

“With a new leadership team in place, we are entering an exciting phase, driving innovation and expanding the reach of essential oils,” added Davis. “We have an exciting pipeline of products and treatments that we are eager to share with the world.”

Oil pouring from a square bottle
Aromatherapy Associates has a pipeline of product launches planned for 2024

Specialised symptom-based innovation

At the core of Aromatherapy Associates’ expansion plans is the ambition to provide spa experiences that embody the true essence of aromatherapy.

“Through a robust structure of training and education, the brand will be focusing on spa excellence, ensuring treatments stand out in the industry and provide a unique experience to clients,” said Davis.

“We aim to lead trends, continuously introduce innovative treatments, and fill gaps in the market by honing in on more specialised symptom-based innovation that align with the evolving needs of our partners and their clientele.”

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