#BeautyBoss: Jessica Friedman, General Manager of Oribe Global
Jessica Friedman.
Our latest #BeautyBoss is Jessica Friedman, General Manager of Oribe Global, where she led the Product Development team for over a decade until becoming General Manager in November 2022. Founded by Daniel Kaner and celebrity hairstylist Oribe Canales who passed away in 2018, Oribe is a line of haircare products that are grounded in traditional hairstyling and blended with leading technology and the finest ingredients. The line has also expanded over the years to include skin care and beauty products as well.
Friedman studied biochemistry in college and worked in consulting for a few years before going back to school for her MBA. After graduating she wasn’t sure what she wanted to pursue, but eventually forged a path in the beauty industry.
“I loved the intellectual challenges in the consulting world but ultimately, once a project is handed off to a client, you do not get to see it through to fruition,” says Friedman. “I did have to take a step back and redirect my career. It was humbling, but ultimately very rewarding. It was a good lesson too. Careers are not always linear, and everyone is on their own journey. We talk a lot about being ‘makers’ at Oribe and looking back, that really is what brought me to the industry—the beauty industry appealed to me because of the opportunity to make something and see it come to life, It also brought together my interests in science and business in an unexpected way. In addition, of course, was my love of beauty products. It’s amazing when work doesn’t feel like work.”
In her Product Development role at Oribe, she developed over 100 products and grew the product development team from a team of 1 to a team of 11 encompassing Product Development, Packaging, Regulatory and Project Management. With such a strong team, she was able to step away a bit and in the last few years, she has spent an increasing amount of time helping to managing the business and bring the Oribe community together.
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In her role as General Manager, Friedman is responsible for overseeing and managing Oribe’s Global Team and, along with her leadership team, creating a plan to drive sales and profit in line with budget goals. In addition to setting the Oribe Global strategy, she oversees day-to-day operations of the business along with their commercial business partners. Team development is a big part of her focus and she is dedicated to helping Oribe and the entire Kao Salon Division drive healthy growth, profitability, and thrive globally. On a more personal level, her priorities are to champion relationship building, communication, transparency, and culture.
“I want to break down barriers, seek the truth and encourage the teams to work together to continue to drive success,” says Friedman. “One of the most defining parts of my career with Oribe is that I always had a seat at the table. I’ve worked closely with Daniel Kaner, Co-founder and President, since I started and had the opportunity to develop products with Oribe Canales. As a start-up we were all hands on deck, and I also did my share of unpacking boxes and setting up and breaking down events. From that vantage point, I experienced the brand’s growth from a startup to one of the most coveted brands in the industry. Over that time, I experienced many big wins as well as several complex challenges. With every step, I learned a new way to think about the business and build on its potential.”
We chatted with Friedman who shared more about her journey in the industry, what inspired her to join Oribe, secrets for success, wellness secrets and beauty tips, and much more.
When was Oribe founded and what does the name mean?
Oribe Hair Care was founded in 2008 when Daniel Kaner, Co-founder and President, and legendary hairstylist Oribe Canales, saw an opportunity in the professional hair care category to create a brand that offered a unique, boutique perspective within the segment. The brand is named after Oribe Canales and his decades of styling experience from the top of the editorial and salon worlds to create a new category in hair care.
Oribe is a line of haircare products that are grounded in traditional hairstyling and blended with leading technology and the finest ingredients.
How long have you been with the company?
I have been with Oribe for just about 12 years. I led the Product Development team until moving into the General Manager position in November 2022.
What inspired you to join Oribe?
I joined Oribe in 2011 as the Director of Product Development when the brand was in its infancy. I joined to be part of something small, growing, and where I could truly make a mark—not just work in a silo. The brand was quirky, creative, left of center, and very entrepreneurial. Its mission was to redefine the hair category with the most elevated and high-performance products on the market. The brand was original, the passion was contagious, and the team was incredibly dedicated.
Does Oribe have a hero product?
Oribe’s hero product is Dry Texturizing Spray, our revolutionary (invisible) dry spray. That said, our Gold Lust Collection could be considered as much of a hero as “Dry.” Gold Lust Nourishing Hair Oil launched in 2013 and quickly became a top seller. We created a family around the product focused on damage repair and restoration in 2014 and it has been our most coveted collection since then.
What are your favorite products from the brand?
Gold Lust Repair & Restore Conditioner. I remember developing it like it was yesterday. We knew it would be something special and it truly is. It feels so luxurious when applying it and it rinses away all tangles and leaves my hair soft, shiny, silky and strong. I have used religiously since it launched almost 10 years ago.
Where are Oribe products sold?
Oribe is sold through our direct-to-consumer site Oribe.com, and is available at some of the top retailers worldwide including Sephora, Amazon, Neiman Marcus, Dermstore, Bluemercury, SpaceNK, Revolve, Harrod’s, as well as top salons.
Future plans for the brand?
Oribe has a lot of room to grow. One of our big priorities now is to grow our business in Europe. We have had a presence in the market for several years but in a very small way. We are looking to significantly expand our reach and brand awareness as an omni-channel brand including launching direct-to-consumer e-commerce sites in several European countries later this year.
Who inspires you?
The team I work with is my daily inspiration. The people behind the high-performance, exceptionally designed products and content we create are dedicated to elevating the brand through the belief that every detail matters. They continually amaze me with new thinking. It’s a feast of inspiration and eye candy! There is an element of trust needed to share different thinking that we strive to earn from each other. I am surrounded by smart, empathetic, creative people that can make anything happen. They give me a healthy push to try to be better every day. Seeing others do something so well makes you want to try even harder. It makes me so proud to be part of it all.
Oribe’s hero product is Dry Texturizing Spray, an invisible dry hairspray that builds in incredible volume and sultry texture.
Secret to success?
One important lesson is to slow down and take time to dream. We are pulled in a million directions with our jobs, and it is so easy to let the urgent but not important tasks take priority or think that emptying your inbox is more important than working on a longer-term, strategic project. However, our aspiration is to be the most interesting brand in the world. That is a lofty goal. To do that, we need to make space to explore, think, question and evolve.
Beauty secrets?
It’s not a secret but when it comes to skin care, I am a true believer that SPF and retinol are musts. I am also a fan of a healthy glow. Maybe a little self-tanner and highlighter, and as I get older, I wear lipstick more and more. A pop of color can really transform your overall appearance. When it comes to hair, a deeply hydrating masque (like our new Hair Alchemy Strengthening Masque) always brings my hair back to life.
Wellness tips?
I am a big fan of sleep, including weekend naps. We push ourselves so hard during the week that we need to mentally recuperate and should not feel guilty about it. If your body is telling you that it needs rest, try to listen, and take a break. I also like walking. I use the time to clear my head or listen to a podcast. I walk the same route in my neighborhood, which is hilly, and watch the changes that happen with the seasons. There’s a lot of beauty and inspiration in the everyday.
Best advice?
I heard a news story about a tennis player and the coach’s mantra was “composure, clarity, and commitment.” They are such good words to live by. Especially when you are in a new role!
How do you like to relax?
I love reading. I read way more than I watch TV. I love escaping into a story, whether serious literature or a light thriller. I also am into crocheting. They rhythm is soothing, and I love making things from scratch.
For more information, visit Oribe’s website and follow on Instagram: @oribe
[Images courtesy of Oribe Global]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk