BeautyRival – Anne-Sarah Panhard begins a significant chapter as she officially becomes managing director of Hermès Perfumes and Beauty. Her appointment, effective November 1, brings a familiar face to a division that continues to grow in global relevance. She has spent more than a decade inside the maison, which makes her transition feel natural and reassuring. Many in the industry see her arrival as both a continuation of Hermès’ long-term vision and a fresh start for its beauty strategy. With consumers increasingly seeking authenticity and craft, her leadership comes at the right moment. The move also shows Hermès’ commitment to nurturing internal talent and trusting those who understand its culture deeply. For the brand, this leadership shift is less about change and more about strengthening its creative foundations.
Before stepping into the beauty division, Panhard built a strong track record at Hermès Maison. She oversaw furniture, tableware, decorative objects, and textiles categories that rely heavily on artistry and detail. Her role also included leading Puiforcat, the historic silverware house owned by Hermès. Earlier, she served as managing director of Hermès France and managed the Faubourg Saint-Honoré flagship in Paris. Beyond Hermès, Panhard held leadership roles with Saks Fifth Avenue in Bahrain, Salvatore Ferragamo in the U.K., and Harrods in London. These experiences gave her a rare mix of cultural insight and retail strategy. As she enters the beauty world, her global background becomes an asset. She has seen how luxury evolves across markets and understands how to balance tradition with modern expectations.
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Panhard replaces Agnès de Villers, who led the beauty division for nearly a decade. De Villers now serves as vice president of the Hermès Maroquinerie-Sellier métiers, overseeing areas such as Equestrian, Petit h, and emerging technology. She will remain chairwoman of Hermès Perfumes and Beauty, ensuring a stable hand during the transition. This structure reflects Hermès’ careful approach to leadership changes. The maison prefers continuity over disruption and invests in long-term stewardship rather than short-term shifts. Panhard steps into a division that has grown steadily under de Villers, especially since Hermès expanded its beauty portfolio. Her familiarity with the brand’s values makes her well-positioned to guide its next phase. The company’s focus now is to reinforce creativity, deepen storytelling, and strengthen its identity in a crowded global market.
During her tenure, de Villers led the launch of Rouge Hermès in 2020. The lipstick line, inspired by the maison’s silk colors, immediately set Hermès apart in luxury beauty. The refillable cases and strong design narrative attracted customers who value elegance and sustainability. The brand followed up with blush, eyeshadow, and beauty tools, expanding step by step. These launches created a strong foundation that Panhard will inherit. Her background in Hermès Maison where craftsmanship and emotion shape every object aligns naturally with the direction of the beauty division. She is expected to bring a deeper focus on tactile storytelling and heritage techniques. Many analysts believe the next chapter will blend artistry with innovation while keeping the house’s subtle, poetic identity at the center.
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Hermès’ beauty division has faced recent challenges. In the first nine months of the year, sales reached €367 million, down 5.6 percent from the previous period. Market shifts in Europe and Asia contributed to the decline. Yet Hermès remains one of the world’s most resilient luxury maisons. The brand prioritizes long-term strategy over rapid growth, and Panhard’s appointment reflects that philosophy. Her combination of retail expertise and cultural insight makes her suited to guide the division through more cautious markets. Hermès ranked 61st on WWD Beauty Inc’s Top 100 list, a position that signals healthy growth but also room for expansion. With consumer interest rising in high-craft beauty, Hermès sees an opportunity to stand apart through creative heritage rather than trend-driven products.
For many customers, beauty is the most intimate way to step into the Hermès universe. The house understands this and has built its beauty identity around texture, emotion, and artistic detail. Panhard is expected to expand this direction by integrating ideas she developed while working with home objects and decorative arts. Her approach is likely to highlight craftsmanship, materiality, and narrative depth. As consumers move toward meaningful luxury experiences, her perspective could become a major advantage. She may explore new product categories, more refillable packaging, or collaborations linked to Hermès’ equestrian and artistic heritage. Her role is not only to expand the portfolio but also to ensure beauty reflects the maison’s soul. With her leadership, Hermès aims to create a world where beauty feels personal, timeless, and deeply connected to its identity.
