BeautyRival – The beauty industry is entering a bold new era. Vasiliki Petrou, one of the most respected figures in global beauty, has launched her own company, Veralis Group Ltd. Known for her transformative leadership and founder-first philosophy, Petrou’s new venture aims to connect beauty, wellness, longevity, and consumer health in one powerful ecosystem.
Petrou’s track record speaks for itself. As CEO of Unilever Prestige, she turned a blank canvas into a 1.4-billion-euro business within a decade. She didn’t just grow brands; she built an empire by identifying visionary founders and helping them scale without losing their authenticity.
Her journey at Unilever began in 2014, and by 2024, she had created one of the world’s most influential beauty divisions. The transformation started with Dermalogica, a landmark $1 billion acquisition in 2015. Over time, she added iconic names like Murad, REN Clean Skincare, Kate Somerville, and K18 Biomimetic Hair Science. Through these strategic moves, she helped Unilever establish a stronger foothold in the luxury beauty segment.
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Now, Petrou is channeling that same passion into Veralis Group Ltd. In a recent LinkedIn post, she explained that Veralis was “created to support founders at the intersection of beauty, wellness, longevity, and consumer health.” Her goal is ambitious but clear — to build ecosystems where everyone wins.
Through Veralis, Petrou plans to support entrepreneurs by connecting them with scientists, investors, and industry experts. By doing so, she hopes to create an environment where creativity, science, and purpose can thrive together. Moreover, Veralis intends to focus on innovation that blends holistic well-being with sustainability and technology. This marks a significant step toward redefining how the beauty industry approaches health and longevity.
Throughout her career, Petrou has stood out for her founder-first mindset. She believes that the heart of any great brand lies in the person who created it. “I don’t like one-size-fits-all,” she told WWD in a past interview. “No cookie-cutter.”
At Unilever, she proved that major corporations could partner with founder-led brands without stripping away their individuality. Instead of controlling them, she amplified their strengths. Her ability to balance structure with creativity helped these brands grow while maintaining their unique identity.
At Veralis, this principle remains at the core. Petrou’s mission is to empower entrepreneurs, not manage them. She wants to give founders the freedom to innovate while providing the resources and strategic guidance they need to compete globally.
Petrou’s leadership style reflects her vibrant personality. Unlike traditional executives, she is known for her colorful wardrobe — tangerine suits, hot pink blazers, and bold Pucci prints. Her sense of style mirrors her philosophy: confidence, creativity, and individuality are assets, not distractions.
Born in Volos, Greece, Petrou began her academic journey with a master’s degree in American literature from the University of Texas. Her first job in crisis management at Burson Marsteller sparked her interest in business strategy. Determined to grow further, she pursued an MBA at Columbia University, which paved the way for her corporate success.
Before joining Unilever, Petrou spent 19 years at Procter & Gamble, holding senior roles such as Global Managing Director, Marketing Director, and U.K. Hair Care Marketing Manager. This experience gave her a deep understanding of global markets and consumer behavior — knowledge that now powers her entrepreneurial vision.
With Veralis Group, Petrou is redefining what leadership and innovation mean in the modern beauty world. Her vision goes beyond profits. She wants to create purpose-driven ecosystems that empower founders, integrate science, and promote well-being.
Today’s consumers demand authenticity, transparency, and ethics — and Veralis is built to deliver all three. The company’s foundation rests on collaboration, sustainability, and empowerment, values that have guided Petrou throughout her career.
As she steps into this new chapter, her message remains consistent and inspiring:
“We’re here to build ecosystems where everyone wins.”
In an era where beauty must stand for more than aesthetics, Veralis represents a movement — one that merges innovation with empathy. Under Petrou’s leadership, the future of beauty looks not only brighter but also more meaningful.
