NEW YORK – Revive Collagen has appointed beauty industry veteran Shawn Haynes as President – Americas, signaling a major push into the U.S. market for the fast-growing ingestible beauty brand.
Haynes, who previously held the same role at WYN Beauty by Serena Williams, brings over 25 years of leadership experience in launching and scaling top-tier beauty brands. He has held senior roles at e.l.f. Cosmetics, Mane by Jen Atkin, and Revolution Beauty, where he transformed the company’s U.S. division into its largest with $90 million in annual revenue, helping lead its 2021 IPO on the London AIM Stock Exchange.
“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,” said John Bailey, Co-Founder, Revive Collagen.
Haynes will lead Revive Collagen’s U.S. retail strategy, which includes distribution deals with Walgreens, CVS, Ulta Beauty, and The Vitamin Shoppe, with more than 5,600 doors set to launch in Summer 2025.
“I’m thrilled to be joining such a dynamic and innovative brand,” said Haynes. “With growing consumer focus on wellness and beauty-from-within, Revive Collagen is perfectly positioned to accelerate growth across channels with its powerful formulations and strong digital momentum.”
In addition to his executive track record, Haynes has served on the Board of Directors for the Personal Care Products Council and has been a trusted advisor to numerous beauty startups.
As part of the brand’s global restructuring, Sarah Power has been promoted to President EMEA & APAC, overseeing operations across Europe, the Middle East, Asia, and the Pacific.
Founded in 2020, Revive Collagen is a British luxury beauty-from-within brand offering high-dose, ready-to-drink collagen supplements enhanced with essential vitamins and active beauty ingredients. The brand is now available in over 6,000 retail locations globally, including Boots, Holland & Barrett, Sephora Online, and QVC, and recently entered the UAE through Supercare, Watsons, and Med Seven.
