Monpure London, the pioneering British scalp and longevity haircare brand, today announced a significant strategic evolution of its leadership team with the appointment of Carly Osborne as its new Chief Executive Officer (CEO) and Vicky Metcalfe as Chief Marketing Officer (CMO). These pivotal appointments, the first under new leadership, underscore Monpure London’s ambitious plans for accelerated expansion, innovation, and global market domination.
Carly Osborne steps into the CEO role bringing an unparalleled track record of driving exponential growth and market disruption within the beauty and wellness industry. Notably, her instrumental role at Color Wow which saw her leadership expand the business from an emerging player in 2019 to a formidable force and category leader, culminating in its landmark acquisition by L’Oréal in June 2025. Osborne’s strategic acumen, proven track record in building impactful teams and ability to scale brands including luxury cosmetics company, Hourglass, positions Monpure London for unprecedented future success.
Osborne will partner with Vicky Metcalfe, whose deep expertise in crafting compelling brand narratives and driving consumer engagement will be pivotal for Monpure London’s next stage of growth. Metcalfe joins Monpure London from a distinguished career in haircare, leading the marketing and growth of textured hair brand Curlsmith in the lead up to, and post-acquisition by Helen of Troy in 2022. She also led marketing for hair supplement brand, Viviscal, until its sale to Church & Dwight in 2017.
Monpure London’s new leadership appointments capitalise on the dynamic partnership between Carly and Vicky, who have worked very closely together before, namely during Unilever’s $3.7 Billion acquisition of Alberto- Culver. The pair handled the seamless integration of international beauty brands including Tresemme and VO5 and subsequently managed the Unilever European Hair Portfolio, which drove significant growth for iconic brands, including Toni & Guy and TIGI.
Commenting on her new role, Osborne stated: “Monpure London has carved out a powerful space within the UK’s premium salon and luxury spa landscape, complemented by a robust direct-to-consumer presence of devoted and engaged customers. This foundation is a testament to the brand’s equity, quality and vision.”
She continued: “My immediate focus will be to deepen our vital connection with industry experts and stylists, strategically broaden our appeal to new consumers, and amplify the brand’s innovative spirit’. The brand’s foundations lie in its exceptional, science-backed hair longevity formulations. Building upon this technological prowess and developing an exciting future product pipeline will be paramount for my team as we develop the next chapter of innovation and global reach.”
Together, Osborne and Metcalfe are poised to amplify Monpure London’s unique proposition as a results-driven longevity haircare brand, dedicated to scalp health and hair vitality. This dual appointment signals an exciting chapter of accelerated growth, market expansion, and groundbreaking product development for Monpure London, solidifying its position as a leader in the evolving premium scalp and haircare category.
