Naterra International Welcomes Luis Garcia as Chief Marketing Officer

Experienced Beauty Executive to Lead Marketing Initiatives for Popular Tree Hut Brand

Luis Garcia, Naterra International Chief Marketing Officer (Photo: Business Wire)

Press Release – November 20, 2024 – DALLAS, TX – Naterra International, a leading innovator in the beauty and personal care industry, is thrilled to announce the appointment of Luis Garcia as its Chief Marketing Officer (CMO). Garcia will step into the role of Naterra’s inaugural Chief Marketing Officer, driving the marketing strategy for the company’s notable brand, Tree Hut, and its expanding portfolio. He brings nearly two decades of exceptional expertise in brand strategy and leadership, honed during his tenure with globally recognized organizations such as L’Oréal, Beiersdorf and Galderma.

“Luis brings a wealth of expertise in building iconic brands and a bold vision for innovation that aligns perfectly with our goals. We are confident his dynamic leadership will drive transformative growth and take Naterra to new heights in our key categories.” Post this

At Naterra, Garcia will take the helm of the company’s marketing initiatives, overseeing the strategy and visionary direction of the personal care leader, including its brands Tree Hut and Baby Magic. He will be tasked with spearheading the growth of the dynamic Tree Hut brand, the number one body scrub in the country, by continuing to harness its viral social media presence and activating large-scale consumer events and sponsorships to grow brand awareness. Garcia will lead the development of full-funnel marketing programs for existing and future brand launches.

“We are thrilled to welcome Luis Garcia to our Naterra team as we embark on an exciting new chapter for our brands,” said Jon Song, CEO of Naterra International. “Luis brings a wealth of expertise in building iconic brands and a bold vision for innovation that aligns perfectly with our goals. We are confident his dynamic leadership will drive transformative growth and take Naterra to new heights in our key categories.”

Born in Mexico, Garcia discovered his passion for beauty care more than 18 years ago, launching his career with leadership roles for iconic brands like La Roche-Posay and Vichy. Most recently, he served as Vice President and Head of Marketing for Cetaphil and Differin, overseeing all marketing functions, including consumer insights, social media, public relations and media strategy. His innovative marketing approach helped reinvigorate Cetaphil’s appeal among younger consumers, successfully reversing a revenue decline.

Garcia’s strategic repositioning of Cetaphil through bold initiatives such as partnering with high-profile fashion brands, leveraging influencer storytelling, and debuting a social-first Super Bowl commercial earned widespread recognition and drove significant brand growth. His focus on understanding consumer needs, particularly younger demographics, dovetails with Naterra’s vision of creating impactful beauty brands that resonate with today’s consumers.

The appointment of Garcia follows an extensive and competitive search process conducted in collaboration with top executive search firm, Egon Zehnder, and marks a pivotal moment for Naterra as it brings on its first-ever Chief Marketing Officer.

About Naterra International

Naterra International is a premier beauty and personal care company committed to creating innovative, high-quality products that enrich the lives of consumers. With a portfolio of beloved brands, including Tree Hut, Naterra continues to shape the future of beauty with creativity, passion, and purpose.