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Nail products maker Jamberry has named Elizabeth Thibaudeau as its new CEO, the family-owned enterprise announced Thursday.

Thibaudeau has considerable experience in direct sales, having spent the past 20 years with one of the channel’s leading skincare and nutrition companies. Most recently, she held the position of Vice President, Global Marketing, overseeing all brand and marketing functions. There she also helped to develop a strategic product platform and umbrella category brand that has generated billions in revenue over the last decade.

At Jamberry, Thibaudeau succeeds Adam Hepworth, who has led the company from its inception and will remain a board member and major shareholder. Hepworth’s wife, Christy, co-founded Jamberry in 2010 with her two sisters, Lyndsey Ekstrom and Keri Evans. Over the past six years, the company’s sales network has grown to more than 100,000 Independent Consultants.

“Elizabeth’s expertise, leadership, and experience building direct sales strategies will be an incredible asset to Jamberry as we continue executing on our long-term consultant-focused strategy,” Hepworth said in the company’s announcement. “We feel incredibly lucky to have found someone with this type of experience who naturally personifies our brand values.”

Jamberry is known for its do-it-yourself nail wraps, which are applied using a heat and pressure technique. In addition to offering a wide range of original designs, the company has worked with the likes of Disney and the NFL to introduce special themed collections. This summer Utah-based Jamberry expanded into Mexico, adding to operations in the U.S., Canada, Puerto Rico, Australia and New Zealand, and the United Kingdom.

“I am passionate about the direct selling channel and believe in the power of social selling,” said Thibaudeau. “I am convinced Jamberry is perfectly poised to build on its historical success with its innovative decorative nail wrap products promoted by our brilliant personal style experts.”

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