Shawn joins from WYN Beauty by Serena Williams, where he held the same role. Collaborating closely with Serena Williams and the Board of Directors he drove the company’s growth strategy and maximized value, positioning the brand for sustained success in the marketplace.
Widely regarded as a titan of the US beauty industry, Shawn’s impressive 25-year career has seen him launch and scale some of the category’s most recognised brands, including Mane by Jen Atkin, e.l.f. Cosmetics, and Revolution Beauty. At e.l.f. Cosmetics, as Vice President, he engineered the expansion plan for US retail business, helping to lay the foundation for its acquisition by TPG Growth. As CEO Americas at Revolution Beauty, he drove the expansion of the US business, transforming it into the company’s largest division with $90 million in annual sales. He also played a pivotal role in Revolution Beauty’s successful IPO on London’s AIM Stock Exchange in 2021.
Shawn’s deep industry expertise, combined with his ability to launch, scale and commercialise brands in highly competitive markets, makes him uniquely positioned to lead Revive Collagen’s expansion across the Americas. His forward-thinking approach, focus on innovation and consistent track record for building long-term value have made him one of the most respected operators in the beauty industry.
Further to his executive roles, Shawn has been a thought leader in the beauty industry, serving as a member of the Board of Directors for the Personal Care Products Council and as an advisor to numerous consumer products and beauty companies. His strategic insights continue to shape the future of the industry, as he actively mentors and supports emerging beauty brands.
“Shawn has an outstanding track record of transforming emerging brands into global success stories. The US represents a major growth market for Revive Collagen, and with his expertise in building and scaling high-growth consumer brands, we are well-positioned to accelerate our expansion. His leadership will ensure our growth in the Americas is fully aligned with our global strategy, as we continue towards our goal of becoming the world’s number one ingestible collagen brand.” John Bailey, Co-Founder, Revive Collagen.
Shawn Haynes, President of Americas, said, “I’m thrilled to be joining such a dynamic company and innovative brand, one that has already made a meaningful impact in the lives of so many loyal consumers. As more people shift their focus toward wellness and begin their beauty routines from within, there’s a tremendous opportunity to reach new audiences. Revive Collagen is perfectly positioned for this next chapter of growth, driven by category-leading innovation, accelerated consumer acquisition across channels, strong digital and social performance, and a commitment to delivering real results for today’s wellness-focused consumer. I’m excited to work alongside such a talented team and our passionate, engaged founders as we continue to grow and elevate the brand.”
Revive Collagen has rapidly established itself as Europe’s fastest-growing collagen brand, with retail partnerships that include Ulta Beauty, Walgreens, The Vitamin Shoppe, CVS, Boots, Holland & Barrett and is listed in over 6000 stores worldwide. With Shawn, leading the brand’s US strategies, Revive Collagen is set to consolidate its leadership of this growing category.
As part of the brand’s global expansion, Sarah Power has been promoted to President EMEA & APAC, reflecting her continued leadership and responsibility for all territories outside the US.
