Sandra Abdallah is a brand architect who combines consumer intuition with disciplined retail execution. She started her career at L’Oréal, where she delved into the mechanics of brand building and consumer engagement. “I built my career at L’Oréal, but I saw it less as a ladder and more as a playground — a place to understand how brands are developed and how consumers genuinely connect with them,” Abdallah says.
After L’Oréal, she transitioned into licensing before becoming chief executive officer of MAM North America, where she grew the business into the top baby pacifier brand in the United States. That experience strengthened her belief in combining trust, innovation and retail discipline to achieve sustainable growth.
When she joined ONYX Professional, Abdallah recognized a heritage brand with untapped potential. Over 14 months, she led a comprehensive transformation that culminated in a nationwide relaunch on February 25, 2026. Based on consumer research, the overhaul introduced a cohesive master brand system, improved packaging, refined pricing strategies, and a sharper product assortment across nail, foot and bath.
“Every decision was anchored in consumer research,” she notes. “Beauty from the Ground Up reframes foot and nail care as essential pillars of modern self-care, not purely functional categories.”
The relaunch boosted retail partnerships and grew distribution with Ulta Beauty and CVS, setting ONYX Professional up for its next chapter as a modern, consumer-focused brand.
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