Heretic Parfum Names Blair Lawson Chief Executive Officer

Heretic Parfum appointed Blair Lawson as Chief Executive Officer, a significant leadership appointment for the independent fragrance house as it accelerates its growth into new product categories and distribution channels.

Lawson will work in close partnership with founder Douglas Little, assuming leadership of the company’s business and growth strategy while Little continues to lead its creative and olfactive vision. 

Little commented:

“After more than a decade of building Heretic from an intensely personal point of view, I wanted a partner who could see what the company is today, and what it has the potential to become. Blair brings the leadership, discipline, commercial intelligence, and ambition to help us realize that potential without sanding down the edges that made people care about Heretic in the first place. She understands that growth should amplify distinction, not erase it.”

Lawson began her career at LVMH, where she developed a foundation in luxury brand building in roles at TAG Heuer, Christian Dior, and Louis Vuitton. 

Later, she served as Chief Merchandising Officer at goop and Chief Merchandising & Marketing Officer at Beautycounter, where she helped shape the strategy for two brands that defined today’s beauty and wellness landscape. 

Most recently, Lawson served as Chief Executive Officer of Lunya, where she led the luxury sleepwear brand to a strategic sale.

As CEO of Heretic, Lawson will focus on building distribution, expanding product categories, enhancing brand visibility, and laying the foundation for the company’s next stage of growth. Little will remain the engine of Heretic’s creative department, leading product development, collaborations, and brand storytelling.